Purpose: The Online Food Delivery (OFD) sector has experienced unprecedented growth since the pandemic began. The aim of this study was to describe young people’s exposure and engagement with digital marketing techniques and how this influences food purchasing decisions in real-time.
Methods: Using a screen capture method followed by in-depth semi-structured interviews (n=50), we gathered data on young Victorians (aged 15-35 years) exposure to digital marketing techniques and factors influencing their food choice decisions on OFD services, in real-time. Screen recordings were analysed using content analysis, guided by the marketing mix framework. Qualitative data were deductively coded, guided by the socio-ecological model, using thematic analysis.
Results: Analysis of screen recordings of food purchases on OFD services revealed that over 90% of young consumers were exposed to a wide range of discretionary foods (e.g. pizza, chips) promoted through diverse digital marketing techniques such as price discounts, promotion on food items, gamification and personalised strategies (e.g., “only for you”). Similar factors driving food choices on OFDS were observed for both the age groups, guided by the socio-ecological model: individual motivations to seek comfort food, convenience (time- and cost-saving), social and sensory influence, to platform level factors such as price promotions on unhealthy food, quick delivery and appealing food images. Consumers aged 15-24 years had limited knowledge about the health impacts while those aged 25-35 years of acknowledge health considerations but did not prioritise health when purchasing food using OFD services.
Conclusion: Multiple factors influence young consumers’ food purchasing decisions on OFD services, ranging from individual and social circumstances to digital marketing techniques. Our research underscores an urgent need for coordinated policy action to transform OFD services into health-promoting environments, empowering young people to make informed and healthier food choices.