Current issues in research on food marketing. StanMark. STANMARK, 9th MARCH Jason Halford & Emma Boyland. Liverpool Obesity Research Network

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1 Current issues in research on food marketing STANMARK, 9th MARCH 2011 Jason Halford & Emma Boyland Liverpool Obesity Research Network

2 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.

3 What effects does branding have? 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 nonbranded 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 thought they were from McDonalds

4 OW children consumed significantly more energy per meal than non-ow. OW children responded to the branded packaging by increasing consumption.

5 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

6 Commercial viewing is a predictor of children s obesity Zimmerman & Bell (2010)

7 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.

8 Issues with existing data sets Mostly Generally quite old Pre-satellite focused on only a few terrestrial channels Small sample using a few week day afternoon and weekend morning slots Focused on child specific programming Differing coding methods (for nutritional content and promotional message) Usually at a set point in the year rather than across it. Current approach Track samples every two-three years Pick a substantial number of the most popular channels modelled Large sample size Across the full year Analysis standardised to allow international comparisons (Kelly et al., 2010) Coded to allow impact of differing regulatory and nutrient profiling systems to be

9 Current picture extent and nature of food advertising on UK TV in 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 Boomerang

10 Categorising the foods CORE FOODS Bread (inc. rice, pasta, noodles) Low sugar and high fibre breakfast cereals Fruit 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 FOODS High sugar/low fibre breakfast cereals Crumbed/battered meat and meat alternatives Cakes and biscuits Snack foods (e.g. crisps, cereal bars) Fruit juice and fruit drinks, frozen/fried potato products Full cream milk, yoghurt, dairy desserts, cheese, ice cream, chocolate and confectionery Fast food restaurants, High sugar/fat/salt spreads Sugar 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.

11 Key findings proportion of ads for food Food in top 3 across entire sample

12 Key findings types of foods advertised Non-core dominates across entire sample

13 Key findings categories of foods advertised *** *** *** *** p < 0.001

14 FAMILY Examples of inter-channel variation ITV Cartoon Network Sky Sports One Nickelodeon CHILD Variation within category rather than between child and family channels

15 Differences between peak and non-peak children s viewing periods *** No difference in core non-core between peak and non-peak *** p < 0.001

16 Persuasive appeals used in food adverts aimed at children The core difference lies between advertising themes aimed at children versus other age groups

17 International Comparison: Kelly et al., 2010 How does this map on to the regulation and prevalence of childhood obesity?

18 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.

19 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 Amount Eaten in Kcal older children Normal Weight Overweight Obese

20 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?

21 Key findings: Boyland et al., (Pediatrics in press) Non branded (LFPM) Branded (AFPM) *** p < 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?

22 NEOPHOBIA AND FOOD ADVERTS Internal personality factors may predict children's responsiveness to healthy and unhealthy food messages.

23 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

24 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.

25 Marketing to Children: Implications for Obesity ASO Conference 7 June 2011 University College London Programme details and online booking: