AbstractBackgroundTraditional foods have superior nutritional composition; however, they are largely absent from the Zimbabwean diet.ObjectiveTo identify barriers and facilitators to the consumption of traditional foods among adults aged 18–69 years in Zimbabwe.MethodsAn online-based cross-sectional survey was conducted among adults aged 18–69 years in Zimbabwe. The questionnaire was based on a socio-ecological model designed to assess barriers and facilitators at the individual, interpersonal, community, and national levels. Data were analysed using Microsoft Excel and SPSS version 20 software package. The level of significance was set at p < 0.05. Ethical approval was obtained from the Medical Research Council of Zimbabwe (MRCZ/B/1931).ResultsThe study enrolled 440 participants. Traditional food consumption was low in this population with only 9.3% consuming these foods daily. At the individual level, 44.4% of study participants mentioned their consumption of traditional foods is facilitated by generational factors, while the most important barrier at this level was the inconvenience in accessing and preparing traditional foods (33.2%). At the community and national levels, the most important facilitator was family members (26.2%) and lack of environmental contaminants (38.9%), respectively, while most important barrier at the community and national levels was their residential location or residence (31.8%) and aggressive marketing of processed foods (47.8%), respectively.ConclusionsConsumption of traditional foods was low in general. Generational factors, family contribution, and food safety impact the consumption of traditional foods among adults in Zimbabwe. The food environment, particularly commercial advertising of alternative foods, is a deterrent. Therefore, interventions to promote the consumption of traditional foods must take into account these factors at every stage of the socio-ecological model.