Healthy Skepticism Library item: 8052

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Chapman K, Nicholas P, Banovic D, Supramaniam R.
The extent and nature of food promotion directed to children in Australian supermarkets.
Health Promot Int 2006 Dec; 21:(4):331-9
http://heapro.oxfordjournals.org/cgi/content/full/21/4/331

Abstract:

The aim of this study was to describe the nature and amount of sales promotion use on food packaging in selected Australian supermarkets, specifically those directed at children through the use of premium offers, such as giveaways and competitions, and cartoon and movie character promotions. The study also examined the promotion of healthy versus unhealthy foods. Nine supermarkets located across the metropolitan area of Sydney, Australia were surveyed to assess the extent and nature of food promotion directed at children. The number and types of promotions were measured within seven food categories: sweet biscuits, snack foods, confectionery, chips/savoury snacks, cereals, dairy snacks and ice cream. Any foods that utilized promotional tactics were categorized as either healthy or unhealthy, according to set criteria. The study found that within the seven food categories between 9 and 35% of food products used promotional tactics. The use of television, movie celebrities and cartoon characters for promotion was most common, making up 75% of all promotions. Giveaways accounted for 13% of all promotions. When used, giveaways were commonly used in conjunction with another promotional method. Data from this study also confirmed that 82% of all food promotions were for unhealthy foods and only 18% were used to promote healthy foods. However, for dairy snacks and ice cream the majority of promotions, 99 and 65%, respectively, were healthier choices. This was the first study to describe the extent and nature of food promotions used in supermarkets. The promotion of unhealthy foods in supermarkets is common and is one of the many factors contributing to today’s obesity promoting environment. Further research is required to determine the impact of food promotions on children’s dietary intake, and to determine the most effective ways to restrict the promotion of unhealthy foods.

Keywords:
MeSH Terms: Cartoons Child Child Behavior/psychology Child Nutrition Sciences* Child, Preschool Economic Competition Food Analysis/classification* Food Habits/psychology Food Industry/methods Food Industry/statistics & numerical data* Food Labeling/classification Humans Marketing/methods Marketing/statistics & numerical data* Motion Pictures New South Wales/epidemiology Nutrition Assessment* Obesity/epidemiology Obesity/etiology Persuasive Communication* Play and Playthings Sports