Exploring the marketing and healthiness of food products promoted on South Africa’s major food retailers’ online platforms
1
Division of Human Nutrition, Department of Global Health, Stellenbosch University, Tygerberg, South Africa
Popul. Med. 2026;8(Supplement Supplement 1):A3262
ABSTRACT
ABSTRACT:
Title: Exploring the marketing and healthiness of food products promoted on South Africa’s major food retailers’ online platforms
BACKGROUND:
Digital food marketing significantly influences consumer behaviour and public health, yet research on the healthiness of online food promotions in South Africa remains limited. This study aimed to determine the marketing practices and nutritional quality of food products promoted by the five major South African food retailers on their mobile applications and websites.
METHODS:
A quantitative descriptive study analysed promotional content on national online retail platforms. Data were collected on promotion frequency, marketing strategies, and the availability of health-related information (ingredient lists, nutrition tables, and allergen warnings). Product healthiness was assessed using the draft R. 3337 front-of-pack labelling (FOPL) legislation and the Food Standards Australia New Zealand (FSANZ) Nutrient Profiling Model to determine eligibility for health and nutrition claims.
RESULTS:
Analysis of promotional activity showed that four categories accounted for 58.6% of promotions: fruits and vegetables (23.4%), snacks and confectionery (13.2%), meat/poultry/fish (11.3%), and beverages (10.7%). Multi-buy offers dominated promotional strategies (84%). Nutritional assessment revealed that 89.9% of the 307 examined products would require at least one FOPL, with 37.1% requiring multiple warnings. Health information was inconsistently provided: ingredient lists were visible for 86.7% of products, but nutrition tables appeared in only 72.5%, and allergen warnings in just 26.7%. While 96.8% of products assessed for claim eligibility met nutrient profiling criteria, explicit claims were visible on only 18.0% of promotions.
CONCLUSIONS:
South Africa’s digital retail environment shows potential for promoting healthy diets via fruit and vegetable visibility, yet remains dominated by nutrient-poor products pushed through aggressive multi-buy offers. Significant gaps in the transparency of nutrition and allergen information exist. Coordinated regulatory action is required to strengthen nutrition disclosure and curb the promotion of unhealthy foods in the digital space
Title: Exploring the marketing and healthiness of food products promoted on South Africa’s major food retailers’ online platforms
BACKGROUND:
Digital food marketing significantly influences consumer behaviour and public health, yet research on the healthiness of online food promotions in South Africa remains limited. This study aimed to determine the marketing practices and nutritional quality of food products promoted by the five major South African food retailers on their mobile applications and websites.
METHODS:
A quantitative descriptive study analysed promotional content on national online retail platforms. Data were collected on promotion frequency, marketing strategies, and the availability of health-related information (ingredient lists, nutrition tables, and allergen warnings). Product healthiness was assessed using the draft R. 3337 front-of-pack labelling (FOPL) legislation and the Food Standards Australia New Zealand (FSANZ) Nutrient Profiling Model to determine eligibility for health and nutrition claims.
RESULTS:
Analysis of promotional activity showed that four categories accounted for 58.6% of promotions: fruits and vegetables (23.4%), snacks and confectionery (13.2%), meat/poultry/fish (11.3%), and beverages (10.7%). Multi-buy offers dominated promotional strategies (84%). Nutritional assessment revealed that 89.9% of the 307 examined products would require at least one FOPL, with 37.1% requiring multiple warnings. Health information was inconsistently provided: ingredient lists were visible for 86.7% of products, but nutrition tables appeared in only 72.5%, and allergen warnings in just 26.7%. While 96.8% of products assessed for claim eligibility met nutrient profiling criteria, explicit claims were visible on only 18.0% of promotions.
CONCLUSIONS:
South Africa’s digital retail environment shows potential for promoting healthy diets via fruit and vegetable visibility, yet remains dominated by nutrient-poor products pushed through aggressive multi-buy offers. Significant gaps in the transparency of nutrition and allergen information exist. Coordinated regulatory action is required to strengthen nutrition disclosure and curb the promotion of unhealthy foods in the digital space
| eISSN: | 2654-1459 |
We process personal data collected when visiting the website. The function of obtaining information about users and their behavior is carried out by voluntarily entered information in forms and saving cookies in end devices. Data, including cookies, are used to provide services, improve the user experience and to analyze the traffic in accordance with the Privacy policy. Data are also collected and processed by Google Analytics tool (more).
You can change cookies settings in your browser. Restricted use of cookies in the browser configuration may affect some functionalities of the website.
You can change cookies settings in your browser. Restricted use of cookies in the browser configuration may affect some functionalities of the website.
