Centre for Health Promotion Studies

Transcription

1 Centre for Health Promotion Studies Food Marketing and Food Environments in Canada: Problems and Possibilities Kim Raine PhD, RD, FCAHS Professor and Associate Dean (Research) & Rachel Prowse, RD, PhD (C)

2 foodmarketing.org foodmarketing.org Why should we care about. FOOD AND BEVERAGE MARKETING TO CHILDREN?

3 Exposure to Food Marketing Attitudes towards Food nutrition 2 Preferences 2 Eating Behaviour 2 2. Gootman, JA, McGinnis, JMl, & Kraak, VI. (2006). Food Marketing to Children and Youth:: Threat or Opportunity? : National Academies Press.

4 Where do our Food and Nutrition Messages Come From? $1.8 Billion Industry Food Marketing to Children $2 Million 5 A Day Yearly expenditures by US Food Industry in 2009 vs. NCI 5 a day Almost 100 fold greater investment!! Every 3 days industry spends what public health spends in a year!

5 The Food Marketing Landscape Play on the Computer Is Vast and Complicated Watch a TV show Stop in at the grocery store after school Wake-up Fast-Food Breakfast

6 What determines the impact of food marketing on children? 5 Exposure reach and frequency of an ad How many children see it? How often do they see it? Power features that make the ad persuasive Creative Content Design Execution

7 Television news.yale.edu Canadian children and youth watch 2-3 hours of television per day.

8 Television Frequency and Reach (Exposure) Approximately 1/4 of all ads on children s television are for foods or beverages. Children view 3-7 ads per channel/hr 1/4 Foods 60-90% high in energy, fat, sugar, or sodium 2% fruits or vegetables

9 Fast Food Restaurant 9,10 Reach and Frequency (Exposure) One-third of Canadian children and adolescents will visit a fast food restaurant on any given day 8 Marketing Techniques (Power) Branding, packaging and toy premiums Impact Taste preferences Children prefer foods with colourful packaging, or with toys (even when healthy) Credit: o.canada.com 8. Garriguet D. Nutrition: Findings from the CCHS. Overview of Canadians' eating habits Hobin et al. The Happy Meal effect: Can J Public Health Elliott et al. Food branding and young children s taste preferences: A reassessment. Can J Public Health.

10 Exposure Public School 1/3 of all Canadian public schools had commercial marketing (CTF, 2006) Less in Quebec/French schools 87% of public schools in Vancouver (Velazquez et al, 2015) Median 17 Ads/school (range 0-57) More in secondary than elementary ¼ schools had more than 38 promotions per school 55% of foods/beverages marketed were not healthy (not allowed as per the school board food policy) 1/3 of Canadian Public schools have commercial advertising

11 Grocery Store Frequency and Reach (Exposure) foods in supermarket directed to children Foods: dry goods (bakery, desserts, cereal) Only 1% fruits or vegetables Marketing Techniques (Power) Product packaging Dominant theme: fun Play: games, activities, shaped food Impact children perceive kids and adults food differently* 15. Elliott C. Assessing fun foods : nutritional content and analysis of supermarket foods targeted at children. Obesity Reviews. 2008;9(4): Elliott C. Packaging fun: analyzing supermarket food messages targeted at children. Canadian Journal of Communication. 2012;37(2).

12 Kids spend almost 8 hours/ day in front of screens Top 10 kids websites = 25M ads for foods and beverages in one year 90% unhealthy products

13 What about sport settings? (Where children gather)

14 Research study of 51 recreation facilities in 4 provinces Assessed food and beverage marketing through observation at every facility Product Place Price Promo

15 Recreation Facilities

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18 Results: Sports Areas Exposure frequency of an ad How many? 10 promotions Unhealthy? Power features that make the ad persuasive Child directed? Sports related? Large? 48% 6% 13% 79%

19 Impact: The Health Halo Effect Food/Drink + Physical Activity = Health Halo Effect

20 So what might be the collective impact of this exposure and RALPH power of marketing?

21 100s of Foods at Supermarket 17 Ads in School 12 TV Commercials Plus more? Hours of Internet Ads

22 Can we protect our children by putting them in a box?

23 stopmarketingtokids.ca

24 Centre for Health Promotion Studies

25 Thank you! (HAC) Health and Wellness