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TRANSCRIPT
Food Marketing and Childhood Obesity: The Rudd Center and
Robert Wood Johnson Foundation
STANMARK MeetingJennifer L. Harris
May 29, 2010
Project strategy
ObjectiveReduce harm associated
with food marketing to youth
Rudd Center roleUnderstand and inform
Child and adolescentexposure to food marketing
Impact of food marketingexposure
StanMark
Understand and inform• Exposure to food marketing
– Amount in all forms
– Differences among demographic groups
– Messages and other executional elements
– Changes over time
• Impact of food marketing– Harmful effects
– Potential for positive effects
– Broader health impact
Model of industry changeStanMark
Today
• Public opinions about food marketing
• Informing the public– Cereal FACTS
– Other initiatives
What do parents know?
Estimated food and beverage ads their kids see FrequencyTypes of adsTV ads 1-3 per dayLicensed characters and logo placements 2-4 per weekInternet ads and commercial websites < 1 per weekIn-school marketing < 1 per weekProduct categoriesUnhealthy food products ~1 per day (each)Healthy food products 1 per week (each)
Source: Speers et al., 2009. Rudd Center Public Opinion Poll
StanMark
Do they care?Concern about effects of media on children 1-10Sexual permissiveness 8.2Violence 8.1Materialism 8.0Thin models 7.8Alcohol use 7.5Bad eating habits 7.5Tobacco use 7.4Gender stereotypes 7.3Food marketing to kids 7.2Racial/ethnic stereotypes 7.1
Source: Speers et al., 2009
Changing public opinion
Awareness of unhealthy marketing
Perceived negative impact
Support for marketing restrictions
.11*** .53***
.01 (ns)
Source: Goren, Harris, Schwartz & Brownell, 2010
• 2-step process:StanMark
Focus groups with parents
“If these are better-for-you foods, what’s the worst list?”
“I don’t think anything has changed. I could name 30 commercials: Cookie Crisp, Fruity Pebbles, Cocoa Puffs…same regular old commercials.”
“The art of manipulation. Like drugs for kids.”(Postopia website)
“If we don’t get the companies to know that we are unhappy… they aren’t going to change anything.”
“It’s a lie.” (nutrition claims)
Source: Ustjanauskas et al., 2010
Framing the issue
• Food marketing undermines parental authority– Why should food companies be allowed to
make parents’ jobs more difficult?
• Not about,– Limiting choices
– Regulating sale of foods
StanMark
Youth Marketing Index
• Scorecard of food marketing to youth– Positive and negative practices
– Brand and company level
• One new category per year– Cereals, fast food, and beverages
Objectives:
• Provide a comprehensive review of the nutrition quality and marketing of children’s cereals
• Increase awareness of current marketing practices among consumers, legislators, and the public health community
StanMark
Why cereals?
• Most marketing to children
• Disproportionately target children with worst products
• General Mills, Kellogg and PepsiCo CFBAI pledges
Marketing data
Television Internet In stores
Exposure Nielsen•Ad spending•TV ratings
comScore• Websites• 3rd party ads
Supermarket audit•Shelf space•Promotions
Content Analysis
•TV ads •Websites•Banner ads
• Product packaging
StanMark
Defining the target market
# of Brands # of Cereals Share of shelf
Child cereals 19 47 19%
Family cereals 27 71 25%
Adult Cereals 69 159 38%
Does not include: Hot cereals, baby cereals, diabetic cereals, generics
How do child brands compare?
Overall Nutrition
Sugar Fiber Sodium mg/100
Child 42 35% 5% 553
Family 50 25% 7% 509
Adult 58 20% 11% 348
StanMark
Has nutrition improved?
0
10
20
30
40
50
60
2006 2009
Nut
ritio
n Sc
ore
(0-1
00)
ChildBrandsFamilyBrandsAdultBrands
Television advertising: 2008
0100200300400500600700800
2-5Years
6-11Years
12-17Years
Adults
Ads
per
yea
r Company
Adult
Family
Child
© The Nielsen Company
StanMark
Cereal websitesMonthly Unique
Visitors2-11 years
12-17 years
Visits/ month
Minutes/ visit
Millsberry 386,800 380,200 2.8 24
Postopia 154,400 110,300 2.0 15
AppleJacks 44,700 32,400 1.2 3
Reese’s Puffs 27,000 17,700 1.1 4
comScore Media Metrix Key Measures Report
The worst offendersStanMark
Nutrition rankingNPI Score Brand Company
Child-targeted television
Advergaming Website
3rd Party Advertising
34 Reese’s Puffs General Mills √ √ √36 Corn Pops Kellogg √ √ √36 Lucky Charms General Mills √ √ √36 Golden Grahams General Mills37 Cinnamon Toast Crunch General Mills √ √ √37 Cap’n Crunch Quaker √38 Count Chocula General Mills38 Trix General Mills √ √ √38 Froot Loops Kellogg √ √ √38 Smorz Kellogg38 Fruity or Cocoa Pebbles Post √ √ √39 Cocoa Puffs General Mills √ √40 Cookie Crisp General Mills √ √40 Apple Jacks Kellogg √ √ √40 Cookie Crunch Kellogg42 Disney High School Musical Kellogg43 Frosted Flakes Kellogg √ √44 Rice or Cocoa Krispies Kellogg44 Mini-Swirlz Kellogg44 Honey Nut O’s Cascadian Farm44 Honey Nut Cheerios General Mills √ √ √44 Waffle Crisp Post44 Chex General Mills46 Honey Smacks Kellogg46 Purely O’s Cascadian Farm46 Alpha Bits Post46 Golden Crisp Post46 Honey Comb Post √ √ √48 Raisin Bran Post50 Dora the Explorer General Mills50 Cinnamon Crunch Cascadian Farm
Child cereals averagenutrition
Family cereals averagenutrition
“Children 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
StanMark
Sugar vs. cereal consumption
01020304050607080
(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
Gra
ms
Cereal (less sugar content) Sugar in cereal Sugar from packets
Recommended Serving Size = 30 grams
7943 106
51
113
91157
132
59
4774
78
32
3855 71
2359
54 46
0%10%20%30%40%50%60%70%80%90%
100%
High sugar Low sugar High sugar Low sugar
5-7 years 5-7 years 8-12 years 8-12 years
% o
f Tot
al C
alor
ies
Refined sugar (combined) Cereal (less sugar) content Milk Fresh Fruit Orange Juice
Calories by food groupStanMark
Impact of findings• Results were “news”
– Exclusives in Time magazine and ABC News– Covered in USA Today, AP, LA Times, Chicago
Tribune, Fox, NBC, CBS – 26,000+ unique visitors to cerealfacts.org
• Used by CT Attorney General to stop Smart Choices– Program discontinued immediately after launch
• Justify further attention to food marketing to children (FTC Forum, Dec 2009)
Impact (cont’d)• Cereal companies paid attention
– Kellogg discontinued immunity claim (one week later)
– General Mills PR campaign to promote “benefits of cereal”
– General Mills announced plans to reduce sugar in children’s cereals
– PepsiCo discontinued Cap’n Crunch website
– General Mills, Kellogg and Post agreed to Safe Space meetings with Rudd
StanMark
Upcoming projects
• Fast Food FACTS
• Marketing exposure studies– Product placements
– TV exposure by audience composition
• Impact studies– Advergaming
– Supermarket “game”
Acknowledgements
This work is supported by grants from the Robert Wood Johnson Foundation and the Rudd Foundation
Marlene B. Schwartz Amy UstjanauskasKelly D. Brownell Andrew CheyneVishnudas Sarda Eliana BukofzerMegan E. Weinberg Lori DorfmanSarah Speers Hannah Byrnes-EnochJackie Thompson
Collaborators:StanMark
Thank you
www.cerealfacts.org
Measuring nutrition quality
• Nutrient profiling model (Rayner et al.)– Continuous measure
– Positive and negative elements
– Transparent algorithm
– Validated
– Used in UK and Australia/New Zealand
StanMark
Nutrition qualityUK FSA score range
18 16 14 12 10 8 6 4 2 0 -2 -4 -6Healthy
• Converted score
34 38 42 46 50 54 58 62 66 70 74 78 82
Healthy
ExamplesKellogg’s Frosted Mini-Wheats: 74Quaker Life: 54
GM Lucky Charms: 36StanMark
Ads on other websites
Web Publishers MonthlyAds Viewed
Millsberry.com and KidzWorld.com 61.7 mill
Nick.com, Neopets.com, NickJr.com, AddictingGames.com 44.6 mill
CartoonNetwork.com 40.4 mill
Disney.com 24.2 mill
comScore Ad Metrix Advertisers Report
In-store marketingDisplays per Store(4 wks)
Promotions per Store(4 wks)
Child Engagement
Features (per box)
Health and Ingredient
Claims (per box)
General Mills 9.0 35.1 1.4 3.2Kellogg 9.5 33.3 1.4 0.7Post 3.9 10.6 2.0 1.1Quaker 5.6 14.2 1.2 1.2Annie’s 0.0 4.2 0.8 4.2Barbara’s Bakery
3.0 5.8 0.6 2.6
Cascadian Farm
4.0 6.5 0.7 1.7
Kashi 0.0 2.9 0.4 2.3
StanMark
Other nutrition criteria
0% 20% 40% 60% 80% 100%
Meet WICsugar limit
Meet UK childadvertisingguidelines
Contain fooddyes
BBBapproved*
Adult BrandsFamily BrandsChild Brands
Defining the target market
• Child cereals– Directly marketed to children
• Family cereals– Marketed to adults for child or family
consumption
• Adult cereals
StanMark