- Researchers say processed foods marketed to children contain more sugar and less essential nutrients than other products.
- They said that of the products they studied, cereals and toaster pastries had the most marketing to appeal to children.
- Experts say more education for parents and government regulations on marketing products to children are needed.
Foods marketed to children in the most kid-friendly packaging are often higher in sugar and lower in important nutrients than foods in less appealing packaging.
This is according to a Canadian study published today in the journal Pro Swan.
The researchers examined nearly 6,000 individual foods related to children's diets and reported that approximately 13% of them contained marketing directed toward children, and that the strength of that marketing varied by product. .
However, in general, although there is a weak correlation between marketing strength and general nutrient levels, the foods rated as most appealing to children are high in sugar, with an average of 14.7 grams. compared to 9 grams, the researchers said. In standard packaging.
“While this study found that there was variation in nutritional quality and composition depending on food category and nutrient, products with child-friendly packaging often contained less nutrients of concern, especially total sugars. “It was shown to be higher in sodium, free sugars, and nutritional content than products packaged not for children,” researchers from the University of Toronto and the University of Ottawa said in a press release. .
Of all the foods surveyed, only two categories had more than 50% marketing to children: cereals and toaster pastries. These were among the products most aggressively marketed to children.
Although the study focuses specifically on the Canadian food market, experts say the same process and conclusions likely apply to the United States.
“It's impossible to know without collecting data, but in my experience, highly processed foods high in salt, sugar, and fat are relentlessly marketed to American children,” San Francisco. said Dr. Natasha Agbai, a pediatrician based in . Today's medical news.
How do you decide what is “children's favorite” and what is not?
This was the central challenge the researchers sought to address with a system organized around 12 distinct categories.
“The current lack of standardization regarding definitions and methodologies for assessing children's complaints is concerning,” the researchers wrote.
“The specific marketing techniques displayed on product packaging varied by food category,” they said. “However, the core techniques we have found traditionally used in children's marketing, such as visual design for children, are appealing to fun and coolness, and the use of characters is consistent throughout the sample. remained popular.”
Of course, children usually do not buy cereals and pastries for themselves, but what interests them often influences their parents.
“The 'nuisance factor' or 'push factor' is a term used to describe the influence that children, especially toddlers and preschoolers, have on their parents' purchasing decisions,” Agbayi explained. “Marketers have realized that by constantly pestering or nagging their parents to buy the product they want, children can successfully negotiate a purchase. The idea is that the more likely the parents are to compromise and purchase the item.
“This phenomenon is a powerful force in the retail industry, as children can influence their parents' purchasing decisions, making them a valuable demographic for companies to target,” she added.
To curb the sale of less healthy foods directly to children, the researchers suggested that policymakers introduce more aggressive marketing restrictions to protect children.
Dr. Daniel Ganjian, FAAP, a pediatrician at Providence St. John's Health Center in California, agreed, noting that doctors also have a role to play.
“Parenting and pediatric organizations need to develop best-practice policies for marketing to children,” Ganjian said. Today's medical news. “Parents should then only buy from stores and organizations that follow this policy. Another option is to ask the government to regulate the sale of unhealthy food to children.”
Parents also have a role to play.
“Parents are becoming more aware of what's really healthy and what's unhealthy for their kids,” said Jesse Feder, a registered dietitian in Florida. Today's medical news.
“Knowing the impact these foods have on children can help parents understand the seriousness of the situation,” he added. “It's important to teach children why certain foods are bad and others are good, and to instill healthy eating habits. Successful policies include changes in U.S. restaurant menus, to name a few. increasing the availability of healthy foods in poor areas, reducing the amount of food swamps, and reducing the size of drinks and products available at fast food chains.
