Do marketing strategies like free delivery encourage overconsumption of food?

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Marketing strategies, such as free delivery incentives, can promote excessive food consumption.

The accessibility of food delivery services, which surged during the Covid-19 pandemic and has continued to grow, presents a double-edged sword. While convenient, these platforms, coupled with marketing tactics like combo deals or add-ons for free delivery, may inadvertently encourage overconsumption. This trend is further amplified by the prevalence of less healthy food options, such as fast food and sweetened beverages, which are frequently searched and ordered on these platforms.
Increased Accessibility of Food Options

Online food delivery has significantly enhanced the availability and obtainability of food, particularly in urban areas. This convenience, however, extends to an increased accessibility of less healthy food choices. The growth in online orders, which saw an estimated 24 per cent increase from 2021 to 2022 according to Grab's trends report, highlights the expanding reach of these services.
Popularity of Unhealthy Food Choices

Data from Grab's food trends reports (2021-2023) indicates a strong consumer preference for unhealthy items on delivery platforms in Malaysia. Top searched categories include fried chicken, burgers, bubble tea, milk tea, and teh tarik, with sweetened or carbonated drinks often ordered for teatime and supper. This pattern mirrors international trends where fast food, sugar-sweetened drinks, and other unhealthy items dominate online delivery orders.
Impact of Promotional Incentives

Marketing and promotional strategies employed by food delivery services can play a role in encouraging excessive eating. Tactics such as offering combo deals or requiring customers to add items to their cart to qualify for free delivery may stimulate larger orders than initially intended. This can lead to undesirable implications on overall food intake, although further research is needed to quantify the precise impact on Malaysians' dietary patterns.

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Do marketing strategies like free delivery encourage overconsumption of food?

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