Exploring contexts for using digital food retail services in Canada: a qualitative study

Abstract

This study aimed to understand contexts for buying food online with food delivery apps, meal kits, and online grocers in Canada. A total of 34 participants (24% identified as men) between the ages of 16 and 60 were interviewed over the phone. The participants were recruited through personal and professional networks, electronic word of mouth, and paid social media ads. The interviews were transcribed verbatim and thematic analysis was used to generate major themes: convenience, food literacy, and cost-effectiveness. Convenience was multifaceted, including protecting time, minimizing food preparation effort, and facilitating food access (without a vehicle, during illness and isolation, during bad weather, with mobility challenges, or while consuming drugs or alcohol). It was found that regardless of age, gender, or lifestyle, the contexts for using digital food retail services were similar. These services made food acquisition and preparation easier; however, the benefits may be at the detriment to food literacy. The added value that digital food retail services provided made up for any additional costs. This study highlighted the need for public health practitioners to consider different facets of convenience and the added value that digital food retail services offer when making healthy food shopping and preparation recommendations. Additionally, further investigation into the impacts of digital food retail on food literacy is warranted. Results from this study will be integrated into a larger survey exploring the relationship between online food purchasing behaviors and diet quality among Canadians.