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This study aims to examine the effect of maternal food intake before and during pregnancy on birth weight.

As a prospective cohort study, a total of 585 pregnant women of first trimester, visiting Tehran Metropolitan Area public health centers and private sectors (clinics and hospitals), were interviewed at first phase, and pregestational dietary intake was obtained by a 168-item semiquantitative food frequency questionnaire. At the third trimester, dietary recalls were collected via interview. Finally, birth weight information was extracted from health records. Univariate and multivariate analysis was used to explore the effect of maternal and nutritional factors on birth weight.

The results of the analysis show that direct measures of nutrition, measured as food group consumption at first and third trimester of pregnancy, had no significant effect on birth weight once the confounding factors were controlled (p > 0.05). Of control variables included in the analysis, twin pregnancy outcome (p = 0.000), pregnancy number (p = 0.04), prepregnancy weight (p = 0.004) (marginally significant) and gestational age (p = 0.000) (marginally significant) were associated with birth weight.

The results of this study show no significant role of mother’s nutrition during pregnancy on birth weight, while long-term nutrition outcomes such as prepregnancy weight had significant role. It seems the main reasons behind less important role of pregnancy nutrition on birth weight in this study include the following: food intake deficiency is not a major problem for participants, and cross-sectional data on food intake are less important on outcome of pregnancy weight than long-term nutritional status outcome variables such as mother’s weight and height. This finding should be addressed in public health planning for women at childbearing age.

During the past few decades, production and marketing of functional foods has increased in many countries including Iran. Considering the fact that consumers’ preferences play an important role in the success of marketing a product to increase consumption, this study aims to fill the knowledge gap in this regard in Iran.

The theory of social marketing served as the framework of this study. Qualitative data were collected via eight semi-structured focus group discussions, between May and September 2014. Participants were 65 women (44 housewives and 21 employed women), aged 23-68 years, selected by purposeful sampling technique, considering maximum diversity. All focus group discussions were audio recorded and transcribed verbatim. Analysis of the qualitative content of the data was conducted using MAXQDA® software.

The findings showed that there were quite diverse preferences among studied women in regards to different aspects of a product and its social marketing strategies. The preferences toward functional dairy products were categorized in four main groups: characteristics of products including sensory and non-sensory characteristics; price; place of the product supply; and promotion strategies of products categorized in three subgroups of informing and educating, advertising and recommending.

This study is the first study in this regard in Iran. Given the novelty of functional dairy products in the market, the diversity of preferences should be considered both in production of dairy foods and their promotion plans. This understanding can contribute to success of interventions to increase consumption of these products among consumers.