Food Marketing to Children and Youth Threat or Opportunity? (2006) / Chapter Skim
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1 Setting the Stage
1 Setting the Stage
Pages 17-38
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From page 17... ...
. In most children, such BMI values are associated with elevated body fat and reflect the presence or risk of related chronic diseases (IOM, 2005)
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In addition to the consumption of excess calories and added sugars, the consumption of sodium, saturated fats, and trans fats are well above recommended levels and the consumption of vegetables, fruits, whole grains, and calcium are well below recommended levels. American children and youth are therefore at increased risk for developing conditions such as heart disease, stroke, certain cancers, type 2 diabetes, and osteoporosis later in life.
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· Total fat and saturated fats consumed by children and youth remain at levels that exceed dietary recommendations. · Mean sodium intake of children and youth has increased over the past 35 years, and the majority of children and adolescents are consuming sodium in greater amounts than recommended levels.
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. On the other hand, there exists unrealized potential to shift the broader environmental signals to encourage healthy lifestyles in which eating habits and physical activity behaviors promote healthy energy balance and nutritional status, and therefore work to prevent obesity and related chronic diseases (IOM, 2005; Peters et al., 2002)
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In most advertising, the commercial is an element of a larger marketing design that includes competition for securing market share of branded products, attention to retailers, point-of-purchase displays, attractive packaging, strategic placement of items on store shelves, and the use of coupons, premiums, and price incentives to promote consumer purchases (Schudson, 1986)
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. Of the top 10 items that children ages 812 years report they can select without parental permission, the leading four are food or beverage categories: candy or snacks, soft drinks, fast food from quick serve restaurants, and breakfast cereals (Chaplin, 1999)
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children and youth during this time frame. Committee Charge and Approach The IOM appointed a 16-member committee on Food Marketing and the Diets of Children and Youth in the fall of 2004 to undertake a comprehensive evidence-based review of the influence of food and beverage marketing on the diets and health of children and youth in the United States, including the characteristics of effective marketing of foods and beverages to promote healthful choices.
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Prepare a consensus report that describes the state of food and beverage marketing to infants, toddlers, children, and adolescents; offers a coherent understanding about the impact of this exposure on their diets and health; and if feasible, provides benchmarks to evaluate progress toward healthful food and beverage promotion to young consumers. The committee acknowledges that a variety of interacting factors affect the health and weight of children and youth, including societal norms, culture, socioeconomic factors, race/ethnicity, education, and physical activity (Ebbeling et al., 2002; Goran et al., 1999; IOM, 2005; Kumanyika et al., 2001, 2002; NRC and IOM, 2004, Swinburn and Egger, 2002)
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The workshop, Marketing Strategies that Foster Healthy Food and Beverage Choices in Children and Youth, had two goals: to identify effective processes, actions, and campaigns for promoting healthful food and beverage choices and behaviors in children and youth, and to provide a public forum for interested individuals and groups to share their perspectives to the committee. Ten invited speakers presented their views on the food, beverage, and quick serve restaurant5 industries; youth-focused media and marketing approaches; and research.
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. This perspective places food and beverage marketing influences within a context that recognizes the multiple interactions among factors that also affect children's and adolescents' food preferences and choices, eating behaviors, total calorie intake, diet quality, and health outcomes.
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Marketing Individual & Developmental Genetics & Biology Product, Place, Factors Price, Promotion Family Culture & & Values Diet Health Home Outcomes for Children and Youth Physical Activity School Economic Factors & Peers Public Policies Neighborhood & Community Production, Distribution, Promotion FIGURE 1-1 Influences on the diets and related health outcomes of children and youth.
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. An important note is that this committee recognizes the fundamental nature of the interaction between diet and physical activity for children and youth to achieve energy balance at a healthy weight; however, an examination of marketing related to promoting physical activity and reducing sedentary behaviors was beyond the study charge.
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. For this reason the issues often emphasized by industry-sales trends, marketing opportunities, product appeal, advertising exposure, brand awareness, brand recognition, brand loyalty, brand equity, and expanding market share for specific product categories and product brands (Barbour, 2003; Moore et al., 2002; Roberts, 2004)
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. Although some have called for extension of the FTC conclusions on television advertising to vulnerabilities from other sources of marketing to children, the influence of other forms of consumer promotion and marketing strategies to children has not been systematically studied, in part because of the newness of the techniques and also because of the lack of peer-reviewed evidence and difficulties in accessing propriety data.
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. Since the FTC case was initiated in the 1970s, a lively debate has persisted about the nature and extent of the influence of marketing on children's food and beverage choices, eating behaviors, and diet-related health conditions.
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. The Global Strategy provides member states with a range of policy options to address less healthful dietary practices and physical inactivity, including provisions for marketing, advertising, sponsorship, and promotion to support international public health goals.
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. The Australian obesity prevention action plan supports stricter national regulations on food advertising directed at children, and is considering a ban during children's television viewing time (NSW Centre for Public Health Nutrition, 2005)
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This material was acquired through marketing, advertising, or industry trade journals; food and beverage companies' annual reports; foundation and nonprofit organization reports and briefs; government, company, and trade organization materials; popular magazines and books relevant to advertising and marketing; news releases; government, company, and trade organization websites; and selected marketing research briefs, executive summaries, or full reports that were requested by and provided to the committee. Much of this material focused on specific brands and products in target markets, including brand or product awareness, product purchases, brand loyalty, perceived differentiation from competitors, marketing costs, and scalability.
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Chapter 3 reviews the factors shaping the food and beverage consumption of children and youth, including agerelated developmental factors involved in consumer socialization -- the process by which children acquire skills, knowledge, and attitudes relevant to functioning as consumers in the marketplace. Chapter 4 describes the status and trends of food and beverage marketing to children and youth and draws from a range of evidentiary sources.
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From page 36... ...
2001. Relationship of childhood obesity to coronary heart disease risk factors in adulthood: The Bogalusa Heart Study.
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Presentation at the Institute of Medicine Workshop on Marketing Strategies that Foster Healthy Food and Beverage Choices in Children and Youth, Washington, DC. Committee on Food Marketing and the Diets of Children and Youth.
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1978. FTC Staff Report on Television Advertising to Children.
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