Expanding digital grocery benefits leads to a 7.1% jump in fresh food purchases, but looming cuts could push 22 million families off the program.
Madison, WI — As policymakers debate the future of the Supplemental Nutrition Assistance Program (SNAP), groundbreaking research from the Wisconsin School of Business offers compelling evidence that expanding digital access to food benefits significantly improves dietary quality for low-income households.
In a new study titled “From Food Deserts to Fresh Food: The Role of Digital Accessibility in Nutrition Assistance Programs,” assistant professor of marketing Cheng He and associate professor of operations and information management Zhuoxin ‘Allen’ Li analyzed data from over 91,000 households across the U.S. to evaluate the impact of the SNAP Online Purchasing Pilot. Their findings reveal a 7.1% increase in fresh food consumption—including fruits, vegetables, and meats—among SNAP-eligible households following the rollout of the online purchasing option.
“This research shows that digital access isn’t just a convenience—it’s a critical lever for improving nutrition equity,” said He. “By enabling online grocery shopping, SNAP Online helps overcome geographic and logistical barriers that have long limited access to fresh food in underserved communities.”
“By enabling online grocery shopping, SNAP Online helps overcome geographic and logistical barriers that have long limited access to fresh food in underserved communities.”
— Cheng He
The study arrives amid growing concern over proposed SNAP budget cuts. SNAP serves 41.7 million Americans and is the most effective defense against hunger in the country. As of July, Urban Institute modeling estimates that 22.3 million families could lose some or all of their SNAP benefits under the legislation known informally as the “One Big Beautiful Bill Act.” The report highlights disproportionate impacts on families in rural areas and communities of color.
“This research underscores the importance of pairing nutrition assistance with digital accessibility,” said Li. “It’s not just about providing benefits—it’s about ensuring people can use them to make healthier choices.”
This research underscores the importance of pairing nutrition assistance with digital accessibility. It’s not just about providing benefits, it’s about ensuring people can use them to make healthier choices.”
— Zhuoxin “Allen” Li
The authors argue that rather than scaling back, policymakers should invest in digital infrastructure, including broadband expansion and delivery service coverage, to maximize the program’s health impact. The study also recommends complementary efforts, such as nutrition education and digital literacy programs, to help households fully benefit from the expanded access.