Current issues in research on food marketing

STANMARK, 9th MARCH 2011

Jason Halford & Emma Boyland

Liverpool Obesity Research Network

StanMark

BRAND RECOGNITION IN VERY YOUNG CHILDREN

Children are very aware of brands at a young age, they respond positively to them.

This responsiveness can be linked to over consumption and adiposity even at this age. StanMark

Recent studies – brand preference

Robinson et al., (2007)

Children tasted 5 pairs of identical foods and beverages, one item was in packaging from McDonalds and the other item was in matched but non-

branded packaging

They were asked if the two foods tasted the same or if one of the foods tasted better than the other

Children preferred the taste of food and drink items if they thoughtthey were from McDonalds

What effects does branding have?

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OW children consumed significantly more energy per meal than non-OW.

OW children responded to the branded packaging by increasing consumption.StanMark

FOOD ADVERTISING TO CHILDREN

There is a robust link between TV viewing and childhood obesity that appears to be mediated by the

commercial content of the broadcast material

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Commercial viewing is a predictor of children’s obesity

Zimmerman & Bell (2010)

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NATURE OF TV FOOD ADVERTISING TO CHILDREN

TV may no longer be the dominant form of food promotion to children but as the first and most intimate form of marketing to children it is the

bedrock all other activities are built on.

From both a scientific and regulatory perspective it is also the easiest to quantify,

analyse and manipulate.StanMark

Issues with existing data setsMostly

Generally quite oldPre-satellite – focused on only a few terrestrial channelsSmall sample – using a few week day afternoon and weekend morning slotsFocused on child specific programmingDiffering coding methods (for nutritional content and promotional message)Usually at a set point in the year rather than across it.

Current approachTrack samples every two-three yearsPick a substantial number of the most popular channelsLarge sample sizeAcross the full yearAnalysis standardised to allow international comparisons (Kelly et al., 2010)Coded to allow impact of differing regulatory and nutrient profiling systems to be

modelledStanMark

Current picture – extent and nature of food advertising on UK TV in 200814 most popular commercial channels chosen:

• ITV• Channel Four• Five• Nickelodeon• Cartoon Network• Jetix• CiTV• 4 Music (formerly The Hits)• Smash Hits• MTV• Sky One• Sky Sports 1• E4• BoomerangStanMark

Categorising the foodsCORE FOODSBread (inc. rice, pasta, noodles)Low sugar and high fibre breakfast

cerealsFruit and fruit products (no added sugar)Vegetables and vegetable products (no

added sugar)Low fat/reduced fat milk, yoghurt, cheese,

meat and meat alternatives (not crumbed or battered)

Core foods combined (inc frozen meals and sandwiches if less than 10g fat per serving)

Baby foods (excl. milk formulae) Bottled water

NON-CORE FOODSHigh sugar/low fibre breakfast cereals Crumbed/battered meat and meat

alternativesCakes and biscuitsSnack foods (e.g. crisps, cereal bars)Fruit juice and fruit drinks, frozen/fried

potato productsFull cream milk, yoghurt, dairy desserts,

cheese, ice cream, chocolate and confectionery

Fast food restaurants,High sugar/fat/salt spreadsSugar sweetened drinks and alcohol

MISCELLANEOUS = vitamins and supplements, tea and coffee, supermarkets advertising core foods/non-core foods/non-specified e.g. for non food items or not clearly

core or non-core, baby and toddler milk formulae.

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Key findings – proportion of ads for food

Food in top 3 across entire sample

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Key findings – types of foods advertised

Non-core dominates across entire sample

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Key findings – categories of foods advertised

*** ******

*** p < 0.001

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Examples of inter-channel variationITV Cartoon Network

Sky Sports One Nickelodeon

FAM

ILY

CH

ILD

Variation within category rather than between child and family channels

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Differences between peak and non-peak children’s viewing periods

***

*** p < 0.001No difference in core non-core between peak and non-peak

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Persuasive appeals used in food adverts aimed at children

The core difference lies between advertising themes aimed at children versus other age groups

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International Comparison: Kelly et al., 2010

How does this map on to the regulation and prevalence of childhood obesity?

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WEIGHT STATUS

In older children weight status mediates the effects of adverts on energy intake and food

preferences.

The overweight child appears more responsive to the message.StanMark

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Normal Weight Overweight Obese

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• FA exposure increased intake in all children

• However, the increased was greater in the obese children (155%) and the overweight children (101%) than the NW children (89%).

Weight status effects can be very obvious especially in older childrenStanMark

HABITUAL TV VIEWING STATUS

In younger children the stimulatory effect of adverts on food intake is present but weight

status differences are not.

What differences precede this? What is the role of external factors such as increased

exposure to advertising?StanMark

Key findings: Boyland et al., (Pediatrics in press)

Non branded (LFPM) Branded (AFPM)

*** p < 0.001

High TV viewers had a higher mean BMI SDS than the low TV viewers.

The food preferences of high TV viewers were more affected by food ad exposure than low TV viewers.

Increased media use increases susceptibility?

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NEOPHOBIA AND FOOD ADVERTS

Internal personality factors may predict children's responsiveness to healthy and unhealthy food messages.

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All children over ate in response to unhealthy food ads.

Children with low levels of food neophobia appear to respond to healthy food messages but children with higher levels of food neophobia do not.

Personality traits may be a selective barrier to healthy eating messages

Relevant to Klepp et al., 2007

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Summary of update

1. Brand recognition starts in early childhood and is linked to eating behaviour and weight status.

2. Strong link between TV viewing and diet in children probably mediated by commercial content.

3. Advertising to children remains largely unhealthy per se (majority non-core items) and no better than non-peak viewing.

4. These products and restaurants are marketed to children on themes of fun and taste.

5. Effects of food adverts on children's kcal intake and food preferences can be reliably demonstrated.

6. In older children weight status (SD BMI) appears to be linked to exaggerated responses.

7. This may be linked to external factors such as excessive media exposure (and within that heightened brand recognition?).

8. OR internal psychological factors such as food neophobia.

9. We need to determine who is most susceptible to food promotion and shape regulation to effectively protect them.

StanMark

Marketing to Children: Implications for Obesity

ASO Conference7 June 2011

University College LondonProgramme details and online

booking: www.aso.org.ukStanMark