Assessing eating habits and preferences for bakery products among urban dwellers in Ethiopia

In response to the growing demand for healthier food options, food industries are setting high expectations for their products. Integrating consumer opinions in innovating bakery products with new dietary ingredients is vital for the success of bakery businesses. This study aimed to assess the eating habits and preferences of 180 customers of baked goods selected through systematic sampling. Data were analyzed using the Chi-square test of independence and descriptive analyses. Bread consumption frequency was significantly correlated with age, education and family size. Urban consumers preferred cookies, "Difo Dabo" ("Abesha Dabo"), cake and white bread. When purchasing baked goods, consumers prioritized quantity, taste, price, size and nutritional value. Females, the young, those with education beyond secondary level and larger family sizes prioritized price, while the young, higher-income individuals and those with higher education gave more preference to nutritional value. A higher preference for nutritious and organic ingredients was observed among younger, higher-income and more educated customers. They also held a positive perception of the health effects of nutrients in baked foods. The study's findings provide insights for bakery businesses, guiding innovation through the incorporation of dietary supplements.