Scientists reveal how online shopping affects your figure and health

Online grocery shopping has rapidly entered everyday life, especially after the COVID-19 pandemic. But what does this mean for our health and eating habits? A University of Pennsylvania study has revealed unexpected pros and cons of digital grocery baskets.

According to the study, led by Yiqzao Liu, associate professor of agroeconomics, online shopping can affect food choices, food waste rates, and even social inequalities in access to healthy food.

Online grocery shopping is convenient, but how does it affect nutrition?

Researchers from Pennsylvania and other universities have been studying shopping behaviour for five years. They found that, in general, when people buy groceries online, they are more likely to choose healthier foods: fruits, vegetables, whole-grain products. At the same time, they are less likely to succumb to spontaneous purchases - such as sweets and sodas, which are easy to throw in the basket at the checkout counter in the shop.

However, the effect depends on the context. In affluent areas with good logistics and access to fresh produce, online shopping promotes healthier diets. But in rural areas or regions with limited delivery, it can make matters worse: in such areas, the availability of healthy products is lower and platforms are more likely to promote processed food.

Can online shopping reduce food waste?

Yes. Researchers have found that a digital approach to shopping helps consumers plan their purchases more consciously. People are more likely to make lists, calculate menus in advance and monitor their shopping basket, making them less likely to buy unnecessary items. This helps reduce the amount of food that is thrown away.

Although there are exceptions: some shoppers may still order more perishable items than they need, especially if the platform offers free delivery from a certain amount.

Technology and food inequality

Online retailers can both reduce and increase food inequality. On the one hand, they open up access to healthy foods for people in remote or poor areas, especially if the platform accepts payment through programmes like SNAP (the equivalent of food stamps in the US). On the other hand, residents of wealthier neighbourhoods are more likely to benefit from convenience, assortment and recommendation algorithms.

What should shoppers do?

Researchers advise:

• Plan shopping in advance and stick to a list

• Check the nutritional value of products - online is even easier than in-store

• Be attentive to recommendation algorithms: they often promote not the healthiest products

• Use filters - for example, to search for organic, low-salt or socially approved products

As Yiqzao Liu emphasises, the digital revolution in commerce can improve food quality, but requires an informed approach from consumers, platforms and regulators alike.