Qualitative Study Exploring Hispanic/Latina Mothers’ Emotional, Cultural, and Structural Experiences Influencing Retention in WIC
Soyoung Lee,
Yeon K Bai,
Andrea Uguna
The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) plays a vital
role in promoting nutritional well-being among low-income families in the U.S. While the program has
demonstrated positive health outcomes, participation rates have been steadily declining. This study
explores how Hispanic/Latina mothers decide to continue or discontinue WIC participation, focusing
on their cultural, structural, and emotional experiences within the program. Responses to open-ended
online survey questions from 636 Hispanic/Latina mothers who were clients of WIC in any category and
at least 18 years old in Northern New Jersey were analyzed using grounded theory methodology. Of 570
usable responses, 563 addressed reasons for continued WIC participation, and 465 addressed reasons
for discontinuation. Six motivators for continued participation emerged: gratitude for financial relief
and overall benefits, food access, health and nutrition benefits, parenting education, emotional support,
and service accessibility. Four primary reasons for discontinuation were ineligibility, relocation, access
issues, and dissatisfaction with services. Notably, many participants expressed a desire to remain in
the program, even when asked to provide reasons for discontinuation. Findings underscore WIC’s
multifaceted role, extending beyond food assistance to emotional and cultural support. Streamlining reenrollment,
leveraging technology, and expanding culturally sensitive outreach may improve retention.
This study offers key insights into strategies for sustaining WIC engagement among Hispanic/Latina
families and supporting maternal and child health.
