Does Shopping Online Make You Pick Healthier Choices?

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The supermarket is misleading. Different strategies are applied to ensure that you get more than you intend. You may have read shared articles across the internet about how to do healthier and cheaper shopping. But what if you could resist these temptations by doing your shopping online with the help of online shopping experts such as the Shopmatey company?

Research conducted at the University of Ghent shows that people who shop in a supermarket are more likely to buy unhealthy snacks than people who shop online. In the first study, the shopping behavior of 4300 mixed customers – consumers who use both shopping channels – was analyzed. This was a total of 32,000 store visits, both online and offline. The conclusion:

When mixed customer does their shopping online, they buy an average of 5.7% of unhealthy food. If the same consumer does offline shopping, this is 10.4%!

But what is unhealthy food? This category was divided into five subcategories: salty snacks, chips, chocolate, candy bars, and sweets. The same was true for each category: consumers bought more of it when they went to the supermarket compared to shopping online.

Not only the so-called mixed customers were investigated. A second study looked at people who either only physically went to the supermarket or only did online shopping. In total, this was 890,000 store visits by 166,000 consumers. Here, too, the same conclusion was drawn. Consumers who did offline shopping spent 11.1% of their groceries on unhealthy products, while online consumers spent 5.6% on this.


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Possible causes

Unhealthy products are often impulsive purchases. As the temptation increases, more of these impulse purchases will end up in the shopping cart. Offline consumers need to be more resistant to physical products. When you do your shopping online, you’ll see an image. This is a lot less tangible than seeing the product in front of you. The temptation in the supermarket is, therefore, a lot bigger. In addition, there are even more differences. In the supermarket, the products are immediately available after checkout, while if you do your shopping online you have to wait a while. This difference in availability could lead to consumers being tempted even more in the supermarket. You can eat the products immediately when you feel like it. Supermarkets are set up to tempt you to make more purchases; think of the smell of freshly baked bread, the screaming offers, and the snacks at the cash register. This also leads to more impulse purchases that you do not encounter online.


Are you easily tempted in the supermarket and do you come home a little too often with all the purchases that you did not want to get? Then it can be an idea to do your shopping online. Impulse purchases are less likely to be made online. So it can make a difference for your wallet, your health, and the line. Snacks that you bring into your home, you eventually eat once. In addition, you can also plan your diet much more when you do your shopping online. After all, you do not order for one product, while you would go to the physical store for one item. This may allow you to make more healthy choices. Online shopping is becoming more and more normal and easier. Many supermarkets already offer a grocery delivery service.