Evolving rural food environments in South Asia: The role of processed foods, traditional markets, and marketing influences

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dc.creatorBi, Afrin Zainab
dc.creatorChoudhury, Smaira
dc.creatorKabir, A. N. M. Faijul
dc.creatorChalla, Kranthi Kumar
dc.creatorYeggina, Pavan Kumar
dc.creatorSrivastava, Amit
dc.creatorVeettil, Prakashan Chellattan
dc.date2025-12
dc.date2025-11-21T17:05:09Z
dc.date2025-11-21T17:05:09Z
dc.date.accessioned2026-06-27T15:10:30Z
dc.descriptionFood environments in South Asia are undergoing a rapid transformation, marked by the growing consumption of processed and ultra-processed foods — a trend largely driven by accelerated globalization and aggressive marketing strategies. • Rural food environments in South Asia remain dominated by traditional, informal food outlets. Village retail shops primarily sell packaged foods and everyday household items, while open-air multivendor markets offer diverse fresh foods, including fruits, vegetables, fish, and meat, often at more affordable prices. • Most villages have reasonable access to retail food shops, but accessing open-air markets often involves traveling longer distances, either within the village or to neighboring areas. • Rural residents in South Asia are highly exposed to the promotion and advertising of unhealthy foods, particularly through mass media campaigns. • Stronger policies and improved infrastructure are needed to foster healthier food environments. Key strategies include supporting local markets, regulating the promotion of unhealthy foods, and enhancing the presence of healthy food options in retail settings.
dc.formatapplication/pdf
dc.identifierhttps://hdl.handle.net/10568/178083
dc.identifier.urihttp://hdl.handle.net/123456789/96752
dc.languageen
dc.publisherInternational Food Policy Research Institute
dc.rightsOpen Access
dc.sourceBi, Afrin Zainab; Choudhury, Smaira; Kabir, A. N. M. Faijul; Challa, Kranthi Kumar; Yeggina, Pavan Kumar; et al. 2025. Evolving rural food environments in South Asia: The role of processed foods, traditional markets, and marketing influences. In The Agrifood System in South Asia: Pathways to Sustainable Healthy Diets, eds. Samuel Scott, Avinash Kishore, and Derek Headey. Chapter 5, pp. 39-49. Washington, DC: International Food Policy Research Institute. https://hdl.handle.net/10568/178083
dc.subjectrural areas
dc.subjectfood environment
dc.subjectmarkets
dc.subjectmarketing
dc.subjectprocessed foods
dc.subjectpolicies
dc.titleEvolving rural food environments in South Asia: The role of processed foods, traditional markets, and marketing influences
dc.typeBook Chapter

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Instituto Internacional de Investigación sobre Políticas Alimentarias (IFPRI)