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Exploring contexts for using digital food retail services in Canada: a qualitative study
Melissa A Fernandez1,2,3, Jessica Dugan4, Kim D Raine1
1School of Public Health, University of Alberta, Edmonton, AB, Canada.
Summary
Convenience drives online food purchasing in Canada, with digital services simplifying food acquisition. However, these benefits may negatively impact consumers' food literacy, warranting further public health consideration.
Area of Science:
- Food studies
- Consumer behavior
- Public health nutrition
Background:
- Digital food retail services, including food delivery apps, meal kits, and online grocers, are increasingly prevalent.
- Understanding the motivations and contexts behind their use is crucial for public health.
- Existing research may not fully capture the nuanced reasons Canadians utilize these services.
Purpose of the Study:
- To explore the contexts and motivations for purchasing food online through various digital platforms in Canada.
- To identify key themes influencing consumer choices in the digital food retail landscape.
- To inform public health strategies regarding online food purchasing.
Main Methods:
- Qualitative study involving 34 semi-structured phone interviews with Canadian participants aged 16-60.
- Participants recruited via diverse channels including personal networks, word-of-mouth, and social media advertising.
- Verbatim transcription of interviews followed by thematic analysis to identify major themes.
Main Results:
- Three major themes emerged: convenience, food literacy, and cost-effectiveness.
- Convenience was multifaceted, encompassing time-saving, reduced preparation effort, and enhanced food access under various circumstances (e.g., mobility issues, inclement weather).
- Digital food retail services simplify food acquisition and preparation, but may potentially reduce food literacy, with perceived added value offsetting higher costs.
Conclusions:
- Public health practitioners should consider the diverse aspects of convenience and the added value of digital food retail when advising on healthy eating.
- Further research is needed to investigate the impact of digital food retail on consumers' food literacy.
- Findings will contribute to a larger survey on online food purchasing behaviors and diet quality in Canada.
