Digital marketing techniques within online food retail platforms: a scoping review.

ABSTRACT:

Background

There is growing evidence that online food retail platforms (online food delivery, online grocery and meal kits) use a range of marketing techniques to promote unhealthy foods (energy-dense and nutrient-poor) to influence consumers' food choices and food purchases. However, existing literature on this topic is dispersed (across public health and marketing disciplines) and has not been synthesised from a public health perspective. The aim of this review was to synthesise the evidence on the digital marketing techniques prevalent on online food retail platforms, what food products they promote and their potential influence on consumers' online food purchase behaviours.

Methods

A mix of health and business databases was searched for peer-reviewed papers published in

SUBMITTER: Gupta A 

PROVIDER: S-EPMC12801864 | biostudies-literature | 2025 Dec

REPOSITORIES: biostudies-literature