Characterization of the shopping preferences and needs of low-income consumers living in food deserts

Abstract

PurposeLack of access to supermarkets and fresh produce continues to be a problem for low income consumers in many countries. The purpose of this research was to identify the shopping preferences and needs of such consumers in the Eastern U.S. Additionally, the research sought to determine the interest and preferences of low income consumers in a mobile grocery intervention which would provide neighborhoods with a consistent, convenient shopping experience.Design/methodology/approachA mixed methods approach included conducting focus groups in low-income neighborhoods in Philadelphia, Pennsylvania, U.S.A. and a quantitative survey (n = 202) administered via Survey Monkey to low-income consumers. Thematic analysis was conducted on focus group data and surveys were administered and analyzed to assess applicability of themes identified to consumers over a larger geographic area.FindingsResults indicated that consumers in food desert neighborhoods reported an interest in purchasing a wide range of food staples, household goods, and personal items from any shopping intervention. Participants indicated a need for a more convenient overall shopping experience for a range of foods and goods in addition to fresh food choices. Findings indicate that mobile interventions to increase food access may benefit from expanding products available through the intervention beyond fresh produce and perishable goods.Originality/valueThis research explored purchasing preferences with low income consumers living in food deserts. It identifies products and goods they would prefer to see in an intervention to increase food access and is unique in that it explores the wants and preferences of consumers living in food deserts.