Abstract
Natural and artificial food colors are widely used in a variety of food products. This study was designed to assess the awareness and perception of coloring agents present in food and beverages on children's behavior among people of Jazan, Saudi Arabia. A cross-sectional study was conducted on representative samples of 387 married people from different places in Jazan region of Saudi Arabia from August to December 2019. The study utilized a validated questionnaire consisting of 12 questions to gather the information from 387 participants (52.9% males and 47.03% females). Approximately 77% were young adults; belong to age group of 26-45 years (P = 0.000). Majority (40.5%) of them had four or more children (P = 0.000). While significant level of knowledge about the use of foods and beverages containing coloring agent was found in the participants (P = 0.001), they were not aware that it may affect the child's health. Only 24.7% were able to tell the name of a coloring agent (P = 0.001). Significant percentage (88.9%) of parents reported about child hyperactivity after consumption of specific type of food and beverages, particularly fizzy drinks (35.61%), chocolates (31.82%), and sweets and candy (30.3%). Target populations were considered to be aware of presence of coloring agent in food and beverages used by their children regularly but they are not much aware of its harmful effect on long-term use.