Comparing shopper characteristics by online grocery ordering use among households in low-income communities in Maine.

OBJECTIVE Online grocery shopping could improve access to healthy food, but it may not be equally accessible to all populations - especially those at higher risk for food insecurity. The current study aimed to compare the socio-demographic characteristics of families who ordered groceries online v. those who only shopped in-store. DESIGN We analysed enrollment survey and 44 weeks of individually linked grocery transaction data. We used univariate χ2 and t-tests and logistic regression to assess differences in socio-demographic characteristics between households that only shopped in-store and those that shopped online with curbside pickup (online only or online and in-store). SETTING Two Maine supermarkets. PARTICIPANTS 863 parents or caregivers of children under 18 years old enrolled in two fruit and vegetable incentive trials. RESULTS Participants had a total of 32 757 transactions. In univariate assessments, online shoppers had higher incomes (P 300 % FPL, P < 0·0001) were significantly associated with likelihood of shopping online. CONCLUSIONS In the current study of Maine families, low-income shoppers were significantly less likely to utilise online grocery ordering with curbside pickup. Future studies could focus on elucidating barriers and developing strategies to improve access.