Project strategy - World Obesity Federation

k
r
a
Food Marketing and Childhood Obesity:
The Rudd Center and
Robert Wood Johnson Foundation
STANMARK Meeting
Jennifer L. Harris
M
n
a
t
May 29, 2010
S
Project strategy
Objective
Reduce harm associated
with food marketing to youth
Rudd Center role
Understand and inform
Child and adolescent
exposure to food marketing
Impact of food marketing
exposure
Understand and inform
• Exposure to food marketing
– Amount in all forms
k
r
a
– Differences among demographic groups
– Messages and other executional elements
– Changes over time
• Impact of food marketing
– Harmful effects
– Potential for positive effects
M
n
a
t
– Broader health impact
S
Model of industry change
Today
• Public opinions about food marketing
k
r
a
• Informing the public
– Cereal FACTS
– Other initiatives
M
n
a
t
S
What do parents know?
Estimated food and beverage ads their kids see
Frequency
Types of ads
TV ads
1-3 per day
Licensed characters and logo placements
2-4 per week
Internet ads and commercial websites
< 1 per week
In-school marketing
< 1 per week
Product categories
Unhealthy food products
~1 per day (each)
Healthy food products
1 per week (each)
Source: Speers et al., 2009. Rudd Center Public Opinion Poll
Do they care?
Concern about effects of media on children
1-10
Sexual permissiveness
8.2
Violence
8.1
Materialism
8.0
Thin models
7.8
Alcohol use
7.5
Bad eating habits
7.5
Tobacco use
7.4
Gender stereotypes
7.3
Food marketing to kids
7.2
Racial/ethnic stereotypes
7.1
k
r
a
M
n
a
t
Source: Speers et al., 2009
S
Changing public opinion
• 2-step process:
Awareness of
unhealthy
marketing
.11***
Perceived
negative impact
.01 (ns)
Source: Goren, Harris, Schwartz & Brownell, 2010
.53***
Support for
marketing
restrictions
Focus groups with parents
“I don’t think anything
has changed. I could
name 30 commercials:
Cookie Crisp, Fruity
Pebbles, Cocoa Puffs…
same regular old
commercials.”
“If these are better-foryou foods, what’s the
worst list?”
“The art of manipulation.
Like drugs for kids.”
(Postopia website)
k
r
a
“It’s a lie.” (nutrition
claims)
“If we don’t get the
companies to know that
we are unhappy… they
aren’t going to change
anything.”
M
n
a
t
Source: Ustjanauskas et al., 2010
S
Framing the issue
• Food marketing undermines parental
authority
– Why should food companies be allowed to
make parents’ jobs more difficult?
• Not about,
– Limiting choices
– Regulating sale of foods
Youth Marketing Index
• Scorecard of food marketing to youth
– Positive and negative practices
k
r
a
– Brand and company level
• One new category per year
– Cereals, fast food, and beverages
M
n
a
t
S
Objectives:
• Provide a comprehensive review of the
nutrition quality and marketing of children’s
cereals
• Increase awareness of current marketing
practices among consumers, legislators,
and the public health community
Why cereals?
• Most marketing to children
k
r
a
• Disproportionately target children with
worst products
• General Mills, Kellogg and PepsiCo
CFBAI pledges
M
n
a
t
S
Marketing data
Television
Exposure Nielsen
Content
Analysis
•Ad spending
•TV ratings
•TV ads
Internet
In stores
comScore
• Websites
• 3rd party
ads
Supermarket
audit
•Shelf space
•Promotions
•Websites
• Product
•Banner ads packaging
Defining the target market
# of Brands
# of Cereals
Child cereals
19
47
Family cereals
27
71
Adult Cereals
69
159
Share of
shelf
k
r
a
19%
25%
38%
M
n
a
t
Does not include: Hot cereals, baby cereals, diabetic cereals, generics
S
How do child brands compare?
Overall
Nutrition
Sugar
Fiber
Sodium
mg/100
Child
42
35%
5%
553
Family
50
25%
7%
509
Adult
58
20%
11%
348
Has nutrition improved?
Nutrition Score (0-100)
60
50
k
r
a
Child
Brands
Family
Brands
Adult
Brands
40
30
20
10
0
M
n
a
t
2006
S
2009
Television advertising: 2008
Ads per year
800
700
600
Company
500
400
300
200
100
0
Adult
Family
Child
2-5
6-11 12-17 Adults
Years Years Years
© The Nielsen Company
Cereal websites
Monthly Unique
Visitors
2-11
12-17
years
years
Visits/
month
Minutes/
visit
24
Millsberry
386,800
380,200
2.8
Postopia
154,400
110,300
2.0
AppleJacks
44,700
32,400
1.2
k
r
a
M
n
a
t
Reese’s
Puffs
27,000
17,700
comScore Media Metrix Key Measures Report
S
The worst offenders
1.1
15
3
4
Nutrition ranking
Child
cereals
average
nutrition
NPI Score
Brand
Company
34
36
36
36
37
37
38
38
38
38
38
39
40
40
40
42
43
44
44
44
44
44
44
46
46
46
46
46
48
50
50
Reese’s Puffs
Corn Pops
Lucky Charms
Golden Grahams
Cinnamon Toast Crunch
Cap’n Crunch
Count Chocula
Trix
Froot Loops
Smorz
Fruity or Cocoa Pebbles
Cocoa Puffs
Cookie Crisp
Apple Jacks
Cookie Crunch
Disney High School Musical
Frosted Flakes
Rice or Cocoa Krispies
Mini-Swirlz
Honey Nut O’s
Honey Nut Cheerios
Waffle Crisp
Chex
Honey Smacks
Purely O’s
Alpha Bits
Golden Crisp
Honey Comb
Raisin Bran
Dora the Explorer
Cinnamon Crunch
General Mills
Kellogg
General Mills
General Mills
General Mills
Quaker
General Mills
General Mills
Kellogg
Kellogg
Post
General Mills
General Mills
Kellogg
Kellogg
Kellogg
Kellogg
Kellogg
Kellogg
Cascadian Farm
General Mills
Post
General Mills
Kellogg
Cascadian Farm
Post
Post
Post
Post
General Mills
Cascadian Farm
Child-targeted
television
Advergaming
Website
3rd Party
Advertising
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
k
r
a
√
√
√
√
√
√
√
M
n
a
t
Family
cereals
average
nutrition
√
√
√
S
√
√
“Children like the taste of readyto-eat cereals and are
therefore more likely to eat
breakfast.”
Letter to the editor of the Journal of the American Dietetic
Association from Celeste Clark, Ph.D. Senior Vice President, Global
Nutrition and Corporate Affairs, Kellogg Company and Susan J.
Crockett, Ph.D., R.D. Vice President, Senior Technology Office,
Health and Nutrition, General Mills
Sugar vs. cereal consumption
Cereal (less sugar content)
G ram s
80
70
60
50
40
30
20
10
0
Sugar in cereal
Sugar from packets
Recommended Serving
Size = 30 grams
(n = 19)
(n = 14)
k
r
a
(n = 24)
(n = 29)
S
M
n
a
t
High sugar
Low sugar
High sugar
Low sugar
5-7 years
5-7 years
8-12 years
8-12 years
Calories by food group
% of Total Calories
Refined sugar (combined)
100%
90%
80%
70%
60%
50%
40%
23
32
59
59
38
Milk
Fresh Fruit
54
55
113
46
71
78
157
91
79
Orange Juice
74
47
30%
20%
10%
Cereal (less sugar) content
43
132
106
51
0%
High sugar
Low sugar
High sugar
Low sugar
5-7 years
5-7 years
8-12 years
8-12 years
Impact of findings
• Results were “news”
– Exclusives in Time magazine and ABC News
– Covered in USA Today, AP, LA Times, Chicago
Tribune, Fox, NBC, CBS
– 26,000+ unique visitors to cerealfacts.org
k
r
a
• Used by CT Attorney General to stop Smart
Choices
– Program discontinued immediately after launch
• Justify further attention to food marketing to
children (FTC Forum, Dec 2009)
S
M
n
a
t
Impact (cont’d)
• Cereal companies paid attention
– Kellogg discontinued immunity claim (one week later)
– General Mills PR campaign to promote “benefits of
cereal”
– General Mills announced plans to reduce sugar in
children’s cereals
– PepsiCo discontinued Cap’n Crunch website
– General Mills, Kellogg and Post agreed to Safe Space
meetings with Rudd
Upcoming projects
• Fast Food FACTS
• Marketing exposure studies
k
r
a
– Product placements
– TV exposure by audience composition
• Impact studies
– Advergaming
M
n
a
t
– Supermarket “game”
S
Acknowledgements
Collaborators:
Marlene B. Schwartz
Kelly D. Brownell
Vishnudas Sarda
Megan E. Weinberg
Sarah Speers
Jackie Thompson
Amy Ustjanauskas
Andrew Cheyne
Eliana Bukofzer
Lori Dorfman
Hannah Byrnes-Enoch
This work is supported by grants from the Robert Wood
Johnson Foundation and the Rudd Foundation
Thank you
k
r
a
www.cerealfacts.org
S
M
n
a
t
Measuring nutrition quality
• Nutrient profiling model (Rayner et al.)
– Continuous measure
– Positive and negative elements
– Transparent algorithm
– Validated
– Used in UK and Australia/New Zealand
Nutrition quality
UK FSA score range
18
16
14
12
10
8
6
4
2
0
-2
k
r
a
-4
Healthy
• Converted score
34
38
42
46
50
54
58
62
66
70
74
78
Healthy
S
M
n
a
t
-6
82
Examples
GM Lucky
Charms: 36
Quaker Life: 54
Kellogg’s Frosted
Mini-Wheats: 74
Ads on other websites
Web Publishers
Monthly
Ads Viewed
k
r
a
Millsberry.com and KidzWorld.com
61.7 mill
Nick.com, Neopets.com, NickJr.com,
AddictingGames.com
44.6 mill
CartoonNetwork.com
40.4 mill
Disney.com
24.2 mill
M
n
a
t
comScore Ad Metrix Advertisers Report
S
In-store marketing
Displays
per Store
(4 wks)
Promotions
Child
per Store
Engagement
(4 wks)
Features
(per box)
Health and
Ingredient
Claims
(per box)
General Mills
9.0
35.1
1.4
3.2
Kellogg
9.5
33.3
1.4
0.7
Post
3.9
10.6
2.0
1.1
Quaker
5.6
14.2
1.2
1.2
Annie’s
0.0
4.2
0.8
4.2
Barbara’s
Bakery
3.0
5.8
0.6
2.6
Cascadian
Farm
4.0
6.5
0.7
1.7
Kashi
0.0
2.9
0.4
2.3
Other nutrition criteria
BBB
approved*
Contain food
dyes
k
r
a
Adult Brands
Family Brands
Child Brands
Meet UK child
advertising
guidelines
Meet WIC
sugar limit
M
n
a
t
0%
S
20%
40%
60%
80%
100%
Defining the target market
• Child cereals
– Directly marketed to children
• Family cereals
– Marketed to adults for child or family
consumption
• Adult cereals