With one in five Australians choosing to buy their groceries online, how can we make sure we’re choosing healthier options?

A new study from the University of Newcastle, in collaboration with the Bern University of Applied Sciences, explores how supermarket website design can shape our decisions. The research highlights simple yet effective ways online grocery stores can use “digital nudging” to promote healthier choices without restricting freedom.

What is digital nudging?

Digital nudging refers to subtle design features, such as food labels, product placements, or gentle prompts, that encourage healthier choices without limiting options. Rather than banning unhealthy foods, these nudges help guide consumers towards better decisions in ways they may not even realise.

“Digital nudging can help online shoppers make healthier food choices by using small design tweaks that support decision-making,” says Maryam M. E. Alsaeed from the University of Newcastle’s School of Information and Physical Sciences. “Our study shows that thoughtful design can have a real impact on shopping behaviour.”

Key Insights: how online supermarkets can help

The study, which interviewed 30 experts and consumers, identified six key recommendations for online grocery stores:

• Keep it positive – Shoppers respond better to motivation rather than warnings. Instead of focusing on what’s unhealthy, supermarkets should highlight short-term benefits of healthy choices, such as ‘boosts energy’ or ‘supports digestion.’
  
• Use meaningful visual cues – Clear symbols and colours, like a traffic light system, make it easier to understand food labels at a glance. For example, showing sugar content in teaspoons rather than grams helps consumers compare products quickly.
  
• Ensure consistency – Grocery websites should use a uniform design across all product categories so shoppers don’t have to relearn labels for different foods. Consistency helps people navigate healthier choices more easily.
  
• Be transparent – Consumers want to understand why products are being recommended. Clear explanations of health star ratings and expert endorsements help build trust.
  
• Base it on evidence – Recommendations should come from reliable sources, such as dietitians and public health experts, rather than marketing claims.
  
• Give shoppers control – Consumers should have the ability to customise or turn off nudging features so they feel in control of their own choices.

Associate Professor Rebecca Wyse, a CINSW Early Career Fellow from the University of Newcastle’s School of Medicine & Public Health, and researcher from HMRI’s Population Health Research Program, views the recommendations as a strong first step toward empowering consumers to make healthier choices. “Nudges are simple, effective, and low-cost public health strategies that can support consumers in making healthy food choices. Given the huge increases in online food shopping, it’s important to identify ways to support healthy purchasing in these emerging retail environments. These recommendations are a fantastic start,” said Associate Professor Wyse.

How can you use this in your next shop?

Here are some simple ways you can shop smarter:

• Look for clear nutritional labels that show sugar, fat, and fibre content.
  
• Use filters to sort by ‘healthier choices’ when available.
  
• Check if there’s an option to swap items for healthier alternatives.
  
• Be aware of product placement, what’s highlighted might not always be the healthiest option.