Food Delivery Could Expand WIC Access for Families Facing the Greatest Barriers

Published in Frontiers in Public Health, the study, led by Jingjing Gao, PhD, assistant professor in the Department of Management, Policy and Community Health at UTHealth Houston School of Public Health, examines whether online ordering and delivery services are associated with changes in WIC participation across the U.S., particularly in states with higher poverty and unemployment rates.

WIC has well-established benefits for maternal and child health, yet only about half of eligible individuals in the U.S. are enrolled. For many families, access remains a challenge. Limited transportation, fewer nearby grocery stores, and the realities of caring for young children can make participation difficult, particularly in food deserts.

To better understand how these barriers might be addressed, researchers analyzed national WIC participation data alongside state-level economic indicators. During the study period, only Massachusetts and Washington implemented online ordering and delivery options through pilot programs.

Overall changes in participation were modest. However, the impact of delivery access became clear when viewed through the lens of economic hardship.

In states with higher poverty rates, WIC participation rose more sharply when delivery was available. The pattern was even stronger in areas with higher unemployment, where access to delivery was linked to greater increases in enrollment.

“One of the more surprising findings was that the overall effect of delivery appeared modest at first but became much more pronounced in states with higher poverty and unemployment,” Gao said. “This highlights a common misconception—many people view delivery as a convenience feature, when in reality it can function as a critical access point for families facing structural barriers to participating in WIC.”

These findings point to a practical challenge: families who could benefit most from WIC often face the greatest barriers to using it. Transportation, time, and travel costs can make grocery trips difficult, particularly for caregivers with young children. Delivery could help, but access remains limited and fees are typically not covered.

“For many families, the challenge is not just qualifying for WIC—it’s navigating the day-to-day logistics of using those benefits,” Gao said. “Caregivers often manage work schedules, childcare, and limited transportation, all while trying to access stores that accept WIC. These constraints can make even routine grocery trips difficult, which is why delivery has the potential to meaningfully reduce those burdens.”

Delivery coverage varies widely by region, with rural communities facing additional challenges due to fewer participating retailers and limited broadband access. Even in urban areas, digital literacy and out-of-pocket delivery costs may prevent families from fully using available services.

The researchers suggest that expanding delivery options, subsidizing service fees, and increasing retailer participation could improve access and reduce disparities in WIC participation. As states continue to modernize the program, these strategies may play a key role in connecting more families to nutrition support during critical stages of early childhood.