Consumer Awareness, Perception of Health Risks, and Practices Regarding Food Adulteration in Sialkot, Pakistan

Food adulteration is a major food-safety and public-health concern that can compromise food quality, nutritional value and expose consumers to potential health risks. This study assessed consumer awareness, perceived health risks, and practices regarding food adulteration among adults in Sialkot, Pakistan. A descriptive cross-sectional study was conducted from May to June 2026 using a structured, self-administered questionnaire distributed through Google Forms. The questionnaire assessed sociodemographic characteristics, awareness of food adulteration, food products perceived as susceptible to adulteration, suspected adulterants, perceived health effects, detection practices, information sources, and measures to reduce adulteration. A total of 501 completed responses were analyzed using Microsoft Excel and GraphPad Prism 8.0. Descriptive statistics were reported as frequencies and percentages. Overall, 88.2% of participants had heard of food adulteration, while 76.4% perceived it as common in their communities. Milk was the food product most frequently perceived as susceptible to adulteration (78.9%), followed by honey and spices (45.2% each) and edible oils (44.6%). Water was the most commonly suspected adulterant in milk (77.3%), whereas metanil yellow (46.2%) and artificial colors (41.6%) were frequently identified in turmeric. Food poisoning (68.7%) and digestive disorders (56.0%) were the most commonly perceived health effects. Smell (55.8%), visual inspection (53.6%), and taste (51.8%) were the most frequently reported detection practices. Social media was the leading information source (73.0%), while strict legislation was the most supported control measure (72.1%). The findings indicate high general awareness but gaps in knowledge of specific adulterants and reliable detection methods. Strengthened regulation, laboratory-based surveillance, and targeted, evidence-based food-safety education through trusted digital platforms are recommended.