Vol. 12, Special Issue 9 (2023)

In line of concern towards the health and welfare of the humankind, the issue of malnutrition as to be addressed straightaway. Fortification deployed on the front as solution for Global Hidden hunger. As a step forward fortification of staples is taken as a resort to address malnutrition globally. This study's primary objective was to examine Consumer Preferences towards fortified flour products in proximity of Coimbatore City. Embed with a purpose to explore and analyse the issues hindering consumer preference, this study employed Convenience sampling for pooling the primary data from 150 respondents who have purchased and consumed fortified flour products in the past. Descriptive analysis and Garret ranking were the two statistical techniques used in the analysis. The analysis has revealed the preference of consumers towards the various categories of fortified flour products in existence. The study reflects the impact of inadequate knowledge, product unavailability, and relative high prices to the question of hindering factors in the purchase of Fortified flour product.