big food vs. little kids - rutgers university · big food vs. little kids: ... mcdonald’stolduss...
Post on 27-Jun-2018
216 Views
Preview:
TRANSCRIPT
1
Big Food vs. Little Kids:
The real story behind food marketing toThe real story behind food marketing to children and what parents can do
Marlene B. Schwartz, Ph.D.Deputy Director
Rudd Center for Food Policy and ObesityRudd Center for Food Policy and ObesityNew Jersey, December 2012
Key Questions
Why is food marketing to children such Why is food marketing to children such a big deal?
How much marketing is there?
How has the food industry responded to concerns?concerns?
What can parent advocates do?
2
Does marketing work?
Do you think others are affected by advertising?
Do you think you are affected by advertising?
Very Much Somewhat Not at all
Very Much Somewhat Not at allVery Much Somewhat Not at all
Very Much Somewhat Not at all
Others are affected: I am affected
42
50
42% 58%
7%
66%
19%
%0%
66%
3
Corn Syrup, Sugar, Apple Pure Concentrate, Water, Modified Corn Starch, Gelatin, Contains Two Percent Or Less Of Citric Acid, Ascorbic Acid (Vitamin C), Natural And Artificial Flavor, Color Added, Coconut Oil, Carnauba Wax, Yellow #5, Red #40, Sodium Citrate, Blue #1.
“Silly Rabbit, ______________!”
6
Why care about food marketing?
2005 Institute of Medicine Report– “Marketing works”– Must be addressed as part of the effort to
reverse childhood obesity rate
Food industry says they are just trying to sell their brands, not increase ,consumption overall
Types of food marketing directed at children
Television Radio Billboards Video/computer games InternetInternet Social media Schools
7
$1 6 billion per year
Television commercials
$1.6 billion per year
Children see an average of 15 food commercials every single day
Most frequently for:– sugary cerealsugary cereal
– fast food
– sugary drinks
– candy
Parents vs. Industry
Industry commercials Parental messages Industry commercials
15 per day
7 days a week
15 x 365
Parental messages
Three meals a day
7 days a week
3 x 365
Fi l d fFinal end of year score:Mom: 1,095
Madison Avenue: 5,475
8
Theory
Exposure to food advertising “primes” Exposure to food advertising primesautomatic eating behavior
Harris, Bargh & Brownell (2009). Priming effects of television food advertising on eating behavior. Health Psychology. 28: 404-413
Children (aged 7-11)
Watched cartoon with food commercials
Watched cartoon with non-food commercials
9
Children (aged 7-11)
Watched cartoon with food commercials
Watched cartoon with non-food commercials
30.4 grams 19.5
grams45% grams45% difference
Exposure to advertising is associated with diet
National sample of 5th graders National sample of 5th graders
Calculated exposure to TV ads for fast food and soft drinks using Nielsen data
Significantly associated with overall fast food and soft drink consumptionp
Andreyeva, T., Kelly, I.R. & Harris, J.L. (2010). Exposure to food advertising on television: Associations with children’s fast food and soft drink consumption.
10
Product placement 2008 Nielsen data 35,000 food brand appearances on prime
time TV Most common: soft drinks and restaurants Average child saw Coca-cola 198 times Average adolescent: 269 timesg Compared to 20 and 37 TV ads for Coke
Speers SE, Harris JL, Schwartz MB. Child and adolescent exposure to food and beverage brand appearances during prime-time television programming. American Journal of Preventive Medicine. 2011 Sept.
Product placement
11
Online marketing
Company websites Company websites
Banner ads
Advergames
Twitter Twitter
InternetBanner Ads
Brand Websites
Virtual Worlds
Social Media
Advergames
12
Preschooler websites
Advergaming
Blurs the line between entertainment and d ti tadvertisement
2009 data from ComScore Media Metrix
39 food company sites with advergames
1.2 million unique child visitors and 35 pages visited per monthvisited per month
Most common foods: candy, cereal, fast food
13
Unhealthy Healthy Control
Harris, Speers, Schwartz & Brownell (2012) Food company branded advergames on the internet: Children’s exposure and effects on snack consumption Journal of Children and Media.
Unhealthy Healthy Control
14
75 grams
86 grams
57 grams
ControlHealthy Unhealthy
28 grams
21 grams
31 grams
Licensed characters
15
Effects of licensed characters
Roberto, Baik, Harris, Brownell. Pediatrics. 2010
Children’s preferences
17
Critical question
How?FoodAds
UnhealthyDiet
Rational processing
Information processing approachp g pp
InformationUnhealthyChoices
ExplicitBeliefs andAttitudes
18
Rational Solutions
Inoculate children Inoculate children Limit exposure until “old enough”
to process information Media literacy
N t iti d ti Nutrition education Make eating well fun and exciting
Emotional processing
“The more emotions dominate overThe more emotions dominate over rational messaging, the bigger the business effects. The most effective advertisements of all are those with little or no rational content.”
– From analysis of 880 ad campaigns
Binet, Field. Journal of Advertising Research. 2009.
19
Emotional processing
AdEnjoyment
PositiveAssociations
ExplicitBeliefs andAttitudes
Why it’s hard to inoculate your child from food marketing
Brands are forming relationships with our children
It is less about providing information to a consumer to make choices and morea consumer to make choices and more about eliciting a positive emotional response
22
Cereals marketed t hildto children were: • Higher calorie• Higher sugar• Higher sodium• Lower fiber• Lower proteinLower protein
“Food does not become nutrition until it is eaten.”
Letter to the editor of the Journal of the American Dietetic Association from Celeste Clark, Ph.D. Senior Vice President, Global Nutrition and Corporate Affairs, Kellogg Company and Susan J. Crockett, Ph.D., R.D. Vice President, Senior Technology Office, Health and Nutrition, General Mills
23
“Children like the taste of readyChildren like the taste of ready-to-eat cereals and are therefore more likely to eat breakfast.”Letter to the editor of the Journal of the American Dietetic Association from Celeste Clark, Ph.D. Senior Vice President, Global Nutrition and Corporate Affairs, Kellogg Company and Susan J. Crockett, Ph.D., R.D. Vice President, Senior Technology Office, Health and Nutrition, General Mills
www.CerealFacts.org
For all cereal brands, we dcompared
nutrition scores to the amount of marketing to children
Jennifer L. Harris, PhD, MBA
24
TVAdvertising
Adver-gaming
Other YouthWebsites
Bunnies
EnviroKids Organic
The Best Dozen
Life
Hannah Montana
Clifford Crunch
Puffins
Cheerios
Kix NoneClifford Crunch
Mighty Bites
Honey Sunshine
Mini Wheats
Organic Wild Puffs
TVAdvertising
Adver-gaming
Other YouthWebsites
x x x
x x x
Reese’s Puffs
Corn Pops
The Worst Dozen
x
x x x
x x x
x x x
Cap’n Crunch
Count Chocula
Trix
Lucky Charms
Golden Grahams
Cinnamon Toast Crunch
x x x
x x x
x x
Trix
Froot Loops
Smorz
Cocoa Puffs
Fruity/Cocoa Pebbles x x x
25
The influence of pre-sweetened cereal onsweetened cereal on children’s breakfast
consumption
Sugar content per serving
6
8
10
12
14
ms
of
su
ga
r
Rice K i i
FrostedFlakes
CocoaPebbles
FrootLoops
0
2
4
Cereal Brand
Gra
m
Cheerios
KrispiesCorn
Flakes
26
Key Questions
How does consumption of high- vs. low-sugar cereals differ?sugar cereals differ?
Will children compensate for the lack of sugar in low-sugar cereals by adding table sugar?
How does overall cereal, sugar, fruit, juice, and milk consumption vary as a function of
l t ?cereal type?
Procedure Randomly assigned to condition Chose one of the three possible cereals Given entire box (326 g) to pour Also given
– 1% low-fat milk (245 g)– orange juice (190 g)– cut strawberries (140 g) and bananas (111 g)
packets of table sugar– packets of table sugar
Instructed to eat as much or as little as they liked
27
Will children eat low-sugar cereals?
Percent of children who refused to take Percent of children who refused to take cereal or eat low-sugar cereal: 0%
Children like the taste of low-sugar cereals
1 2 3 4 5
High-sugar cereal average: 1.45
Low-sugar cereal average: 1.63
No significant difference
28
Grams consumed from cereal and sugar
80
Cereal (less sugar content) Sugar in cereal Sugar from packets
10
20
30
40
50
60
70
80
Gra
ms
0
10
(n = 19) (n = 14) (n = 24) (n = 29)
High sugar Low sugar High sugar Low sugar
5-7 years 5-7 years 8-12 years 8-12 years
Grams consumed from cereal and sugar
80
Cereal (less sugar content) Sugar in cereal Sugar from packets
10
20
30
40
50
60
70
80
Gra
ms
Recommended Serving Size = 30 grams
0
10
(n = 19) (n = 14) (n = 24) (n = 29)
High sugar Low sugar High sugar Low sugar
5-7 years 5-7 years 8-12 years 8-12 years
29
More refined sugar (24 g vs 13 g) More refined sugar (24 g vs. 13 g)
Comparable calories (345 vs. 383)
Comparable milk consumption (2/3 cup)
Less likely to put fruit on cereal 8% in high sugar condition– 8% in high-sugar condition
– 54% in low-sugar condition
Conclusions
Children will eat low sugar cereals when Children will eat low-sugar cereals when they are available
When eating low-sugar cereals, children eat the appropriate amount of cereal, less sugar, more fruit, and comparable milk and calories
Harris, Schwartz, Usjanauskas, Ohri-Vachaspati, Brownell (2011) Effects of serving high-sugar cereals on children’s breakfast-eating behavior. Pediatrics, 127, 71-76
30
General Mills Press Releases December 2009 & 2010
Big G “committed to continuing to reduce sugar” to single-digit levels per serving
“We are making real progress,” said Jeff Harmening, president of General Mills’ Big G cereal division “We think consumers will becereal division. We think consumers will be very pleased, because we are reducing sugar and our cereals still taste great.
“Post Foods to cut some cereals' sugar content”
Associated Press; December 23, 2010
“Starting next month Post Foods LLC will reduce the sugar content of its Fruity and Cocoa Pebbles cereals in order to provider a healthier food option for children.”
“The cereal maker…is the latest in a series of food companies to address the increasing nutritional concerns of consumers and their heightened awareness about childhood obesity.”
31
For top fast
www.FastFoodMarketing.org
pfood restaurants, we compared nutrition scores to the amount ofto the amount of marketing to children
Fast Food Key Findings
Fast food industry spent more than $4.2 billion dollars in 2009
Average number of ads seen per day
– Preschoolers - nearly 3
– Children - 3 5Children 3.5
– Teens - nearly 5
32
Children request fast food
• 84% of parents report taking their child to a fast food restaurant at least once the past week
• No longer a “special treat”• 40% of parents - child asks to go to
M D ld’ t l t kMcDonald’s at least once a week
• 15% of preschoolers ask to go McDonalds every day
The “kid’s meal” landscape
• 1979: Happy Meal introduced
• Today, most fast food restaurants offer a special children’s menu
• Calculated nutrition quality
• Out of 3,039 possible kids’ meals combinations…
15 met nutrition criteria for children
33
McDonald’s told us “We have healthy McDonald s told us, We have healthy choices like apples and milk.”
We asked, “Why don’t you provide them as the default?”
Sales Practices Audit• June 2010• 250 restaurants national sample
• 50 each: McDonald’s, Burger King, Wendy’s, Taco Bell and Subway
• Field personnel request children’s meal • Hamburger / beef taco / roast beef sandwich
• Side and beverage provided automaticallySide and beverage provided automatically• If given a choice, bought the first item offered
35
Beverages• Subway – specifically offers milk,
flavored milk or juiceflavored milk, or juice
• Taco Bell, Dairy Queen, KFC kids menus• Do not include milk
• Do not include100% juiceDo not include100% juice
• All choices have added sugar or artificial sweeteners, except unsweetened tea and water
Recommendations
• Only serve milk (or 100% juice) with• Only serve milk (or 100% juice) with children’s meals
• Provide healthy sides as the default, or at least offer the healthy sides first
• More main dishes low in saturated fat
• Reduce sodium in main dishes and sides
36
July 13, 2011
Restaurants to offer more healthful Restaurants to offer more healthful fare for kidsLA Times
Nineteen chains — including Burger King, Denny's, IHOP, Chili's, Friendly's, Chevy's and El Pollo Loco — have agreed to participate in the Kids Live Well initiative as worries increase about the role of fast food in childhood obesity
Burger King• Stop automatically including French fries
and soda in kids' mealsand soda in kids meals
• Employees ask parents whether they prefer such options as milk or sliced apples before assembling the meals
• "We're asking the customers to specify what they want " said Craig Prusher vicewhat they want, said Craig Prusher, vice president of government relations.
• Fries and soft drinks are "no longer a default decision”
37
July 26, 2011
New York Times
McDonald’s Trims Its Happy Meal
“Bowing to pressure from health advocates and parents, McDonald’s is p ,putting the Happy Meal on a diet.
Half french fries, half apples is default
Optimal Defaults at Disney World
39
Children’s brands: Fruit drinks, Flavored water
Brands with children’s varieties: Sports drinks, Iced tea
40
How many teaspoons of sugar are appropriate for a child’s drink?
Teaspoons Percent of parentsTeaspoons Percent of parents
Zero 17%
One 39%
Two 28%
Three 9%Three 9%
Four or more 7%
84% say two or fewer
Nutrient Analysis: Full-calorie versions (not “diet” or “light”)
Median calories
Median sugar (g) 7 5g (g)
Regular soda 110 30
Energy drinks 110 27
Fruit drinks 110 27
7.5 teaspoons
6.75 teaspoonsIced tea 73 19
Sports drinks 50 14
Flavored water 50 13
teaspoons
41
Child-directed vs. Non child-directed brands
Smaller serving sizes Smaller serving sizes– 6.8 ounces vs. 8 ounces
Fewer grams of sugar per serving– 16 g vs. 21 g
Comparable sugar g / liquid ounce ratiop g g q– 2.4 to 2.6
More artificial colors: 60% vs. 25%
More artificial sweeteners: 40% vs. 25%
Nutrient claims on child-directed fruit drinks
79% of packages had claims
Usually more than one (mean = 1.7)
68% had “Natural” claims
Other common claims– Vitamins, Calcium, Less sugar
42
Artificial Flavored Juice Drink
Tropical Punch – but only contains apple juice
• 7 oz.• No artificial sweeteners• 24 grams of sugar
100% DV Vitamin CPhysical activity message
43
No artificial colors, flavors, or preservatives
25% less sugar than other leading juice
drinks
• 6 oz.• 16 grams of sugar• No artificial sweeteners
No artificial sweeteners
Reduced sugarGood source of Vitamin E
44
“No artificial colors or flavors”
“No artificial colors or flavors”
• 6 oz.• 7 grams of sugar• Artificial sweeteners
Water beverage – even though it features fruit
“Flavored with other natural flavor”
45
Children’s Food and BeveragesAdvertising Initiative (CFBAI)
Initiated in 2006
Voluntary self-regulation program
Goal is to “shift the mix of foods advertised to children under 12 to
h lthi di t h i dencourage healthier dietary choices and healthy lifestyles”
What positive steps have CFBAI
companies taken?
46
Updates to CFBAI Uniform nutrition
criteria developed (implemented 2014)
17 companies
4 do not market to children under 12 at all
CFBAI new nutrition standards
No longer allow “reduced” claim to qualify as better-for-you
No longer allow 100 calorie packs to be better-for-you regardless of food
Calorie limits for all categories
Nutrients to Limit (sat fat, trans fast, sodium and total sugar) and Nutrients to Encourage for all categories
47
CFBAI marketing includes
Ads on mobile media (cell and smartphones)
Ads on video games rated “early childhood” or “child directed”
Ads on DVDs of child-directed G rated imovies
Word of mouth advertising that is primarily child directed
48
CFBAI marketing includes
Licensed characters Licensed characters
Movie tie-ins
Celebrity use
Product placement in child-directed program / editorial contentprogram / editorial content
Schools
Not included in any of the industry self Not included in any of the industry self-regulation pledges
Educational materials
Reward and incentive programs
Fundraising Fundraising
Sales of branded products in schools
top related