As part of this work, GAIN seeks to undertake a study among consumers in Pakistan to understand their socioeconomic characteristics, their motivations for purchasing certain types of foods, and the role those foods play in their diets.
The study will focus specifically on the potential for whey-based products and other protein-enriched products. Whey is a common waste product from cheese production that is commonly discarded but is also nutrient dense. Through a separate project, GAIN is working with local companies to develop products that would repurpose this whey into nutritious whey-based drinks. This study will help to inform the development, marketing, and distribution of these products.
The study will include three methods:
• Survey: This will cover a random sample of the population, with a focus on lower-income or lower-middle-income neighborhoods.
• In-depth interviews: A subset of those surveyed will also be asked to participate in in-depth interviews that will examine their food purchase motivations in more detail.
• Retailer interviews: Food retailers will be asked to participate in a short interview about their choice of products in question, their selling practices, and their clientele.