Abstract

The Nigerian food supply chain is affected by food fraud which compromises food security, safety, integrity, and quality. This study aims to investigate consumers’ awareness, perceptions, and experiences of food fraud in Nigeria using a mixed methods approach. A mixed methods approach involving questionnaire surveys and semi-structured interviews was conducted between July 2022-February 2023. Non-probabilistic sampling for survey and purposive sampling for interviews was employed. A total of 527 valid survey responses and 22 semi-structured interviews with consumers were conducted. The study targeted both rural and urban Nigeria. Chi-square test was conducted to identify associations between demographic variables and perceptions of food fraud. Qualitative data were analysed using Braun and Clarke’s thematic analysis. Manufacturing and packaging of processed foods were perceived as the most vulnerable stages in the food supply chain with alcoholic beverages, herbs and spices, and fats and oils identified as the vulnerable categories. Chi-square analyses showed significant associations between education and employment and awareness of food fraud, and between gender and age and perceptions of food fraud as a threat to Nigeria. Perceived drivers included financial gain, ease of committing fraud, ineffective reporting channels, and regulatory inaction. Limited regulatory resources and corruption were perceived as significant barriers, highlighting the need for stronger inspections, better reporting systems, and stricter enforcement. Our key finding revealed a nuanced dimension of food fraud, i.e. the normalisation and tacit acceptance of fraudulent products by consumers due to financial constraints. This is among the first empirical mixed methods studies to explore the perceptions and insights of consumers on the drivers, challenges and mitigating strategies to address food fraud in Nigeria.