Food promoted on an online food delivery platform in a Brazilian metropolis during the coronavirus disease (COVID-19) pandemic: a longitudinal analysis

Abstract

AbstractObjective:To analyse food advertised on an online food delivery (OFD) platform during 16 weeks of the COVID-19 pandemic in Brazil.Design:Longitudinal study. We randomly selected foods advertised on the OFD app’s home page, classifying the food items into: water; natural juices and smoothies; vegetables; fruits; traditional meals and pasta; ultra-processed beverages; ice cream, candies, and salty packaged snacks; sandwiches; savoury snacks; and pizza. We also registered the marketing strategies used to promote the food items, such as photos, discounts, ‘combo deals’, and messages on healthiness, value for the money, tastiness, and pleasure.Setting:Belo Horizonte, Minas Gerais, Brazil.Participants:1593 food items.Results:In general, the OFD platform most commonly promoted traditional meals and pasta, ultra-processed beverages, and sandwiches – these food groups were offered 20–25 % of the time during the 16 weeks. There were no promotions for water during the whole period, and the least common promotions were those for natural juices and smoothies, vegetables, and fruits (< 5 %). The most common food promotion strategies were photos (> 80 %) and discounts (> 95 %), while approximately 30 % of the offers featured combo deals. Messages on tastiness, pleasure and value for the money varied from 15 % to 40 %.Conclusion:Although the OFD platform offered traditional meals and pasta, most of the foods and beverages advertised were unhealthy and promoted with persuasive strategies. This finding highlights a growing public health concern: an increase in unhealthy eating patterns during the pandemic.