WIC Participant Perspectives: Facilitated by Social Support, Challenged by Shopping Barriers

Characterize the facilitators and barriers to participation in the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC), among WIC participants, given recent program changes and underutilization. Qualitative data collected in April through May, 2024. Eleven virtual focus groups and 2 interviews. English- and Spanish-speaking WIC participants (n = 44) randomly selected from a survey (n = 631) conducted in 19 states, 1 Indian Tribal Organization, and 1 US territory. Facilitators and barriers to WIC participation, retention, and benefit redemption. Verbatim transcripts coded and analyzed using grounded theory. Facilitators of WIC participation included supportive WIC services, particularly WIC foods, nutrition education, especially for new parents, and breastfeeding support, as well as the provision of social support and the building of social capital, especially for women experiencing major life transitions. Barriers included limited initial understanding of WIC, misperceptions of benefits, and challenging shopping experiences, such as finding WIC-eligible foods and stigma. Participants value WIC staff, programming, and social support, but misperceptions and negative shopping experiences remain barriers to participation. Highlighting opportunities for building social capital and expanding shopping options, such as self-checkout and online ordering, could improve retention and benefit usage, warranting further research amid WIC food package changes.