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Kids And Health: Obesity Issues And Ethical Food And Drinks Marketing To Children Under 16 Years Old
Business Insights, July 2004, Pages: 103
Table of Contents
Executive Summary 11
Introduction to the complex issues of targeting kids, health, obesity, food and drinks 11
Marketing and promotion – the devil’s activity? 12
Case studies: companies working to change their marketing techniques
to children 12
Tackling the issues – the industry and consumers 13
Taking the pulse of the industry – Business Insights’ research 14
Chapter 1 Introduction to the Complex Issues of Targeting Kids, Health, Obesity, Food and Drinks 17
Summary 17
Introduction 17
The state we, and our children, are in 19
It’s not just Dad who’s putting on weight… 20
The UK and United States are not alone 20
Defining obesity 21
The British perspective – the health implications of obesity 22
The debate raging – how obesity in adults and children affects the global food and drinks industries 24
Following in the footsteps of the United States 24
Who is responsible? 26
Are companies vulnerable or set to benefit? 27
Labelling clarity expected 28
Conclusions 29
Chapter 2 Marketing and Promotion – The Devil’s Activity? 32
Summary 32
Introduction 32
£1 advertising spend on healthy foods versus £800 on the ‘big four’ 33
The current regulatory situation – and changes afoot 35 Self regulation? 36
How much is spent marketing and advertising to children – and how effective is it? 37
Product and brand licensing 37
How much do children understand about adverts? 38
Can marketing to children ever be responsible? 39
Ramifications of banning advertising to children 41
Marketing and advertising for good? 42
Promotion in the playground 44
Case study: What happens when “good marketing turns bad” 47
Industry insider views 48
Chapter 3 Case Studies: Companies Working to Change their Marketing Techniques to Children 50
Summary 50
Introduction 50
BBC Worldwide 51
McDonald’s 53
Walkers 56
Kraft Foods 58
Conclusions 59
Chapter 4 Tackling the Issues – The Industry and Consumers 62
Summary 62
Introduction 62
Background – the financial and branding implications of ignoring the issues 62
Case study: Procter & Gamble and Sunny Delight – new lessons to be learned from an old story 64
Tactics for reassuring parents and consumers 65
Labelling 65
A U.S. perspective 66
Labelling solutions 67
Pester power – effective in the past, but inappropriate now? 68
Capitalising on expertise: using in-house nutritionists or panel of experts 69
Case study: Changing the emphasis of marketing and promotion towards healthy eating and lifestyles - Kellogg’s and pedometers 70
NPD activity 72
Using NPD as an opportunity to create added value, healthier products in the UK 72
Reducing salt levels 73
Drinks innovations 73
Analysis of U.S. product development aimed straight at kids 76
Retailer activity – how are they tackling the issue? 77
Case study: The Co-op 78
Improved labelling, food composition and marketing are crucial 80
Chapter 5 Taking The Pulse of The Industry – Business Insights’ Research 84
Summary 84
Introduction 84
Who else is responsible for curbing child obesity apart from the food and drinks industry? 86
The perception of negative media 86
Can children be targeted in the same way as adults? 87
Are children highly susceptible to television advertising? 88
Is it OK to license products with pop stars? 89Do industry experts think childhood obesity is a global or a Western problem? 90
Who agrees food and drinks companies should be more proactive in lowering child obesity levels? 92
Food and drinks companies should be allowed to market directly to children 93
Does your company target children with any of its products? 93
Active marketing and techniques employed 95
Plans afoot to include more healthy lifestyle messages in future marketing 97
How seriously is the food and drinks industry taking the issue of child obesity? 98
Plans for healthy NPD for kids 99
Conclusions 100
Index 102
List of Figures
Figure 3.1: Teletubbies, Fimbles and Tweenies 52
Figure 3.2: New additions to the mix and match children’s Happy Meals in the United States 55
Figure 5.3: How far do you agree that other groups (outside of the food and drinks industry) such as the government and parents also have a role to play in curbing child obesity and encouraging children to make responsible food choices? 86
Figure 5.4: Nearly half of respondents believe children should not be targeted by food and drinks companies in the same way as adults 88
Figure 5.5: The majority of respondents admit children are highly susceptible to television advertising over any other type 89
Figure 5.6: Eight out of 10 respondents believe licensing products is a valid marketing method90
Figure 5.7: Childhood obesity is regarded as a primarily U.S. and Western European problem than a global one 91
Figure 5.8: 80% of industry executives believe food and drinks companies should be more proactive in lowering childhood obesity levels 92
Figure 5.9: Food and drinks companies should not be allowed to market directly to children 93
Figure 5.10: Does your company target children with any of its products? 94
Figure 5.11: Most companies target children with less than 25% of its product range 95
Figure 5.12: A third of industry respondents actively target children through their marketing activity 96
Figure 5.13: A combination of advertising and promotion is the most popular activity for respondents 97
Figure 5.14: A quarter of respondents are increasing its healthy marketing message further in light of recent media attention and government findings 98
Figure 5.15: More than a quarter of industry executives are taking the issue of child obesity very seriously 99
Figure 5.16: A quarter of respondents are increasing its healthy marketing message further in light of recent media attention and government findings 100
List of Tables
Table 2.1: The health eating balance, according to the UK government’s National Food Guide34
Table 2.2: What is advertised to children in the UK (CITV, Saturday am and Big Breakfast)? 34
Table 5.3: How aware are you of recent negative press and consumer pressure group coverage over the food and drinks companies who actively target children? 86
Table 5.4: Children should not be targeted by food and drinks companies in the same way as adults 87
Table 5.5: Children are highly susceptible to television advertising over any other type of advertising 88
Table 5.6: Licensing products with Disney characters and pop stars is a valid marketing method 89
Table 5.7: Childhood obesity is a global problem 90
Table 5.8: Childhood obesity is primarily a U.S. and Western European problem 91
Table 5.9: Food and drinks companies should be more proactive in lowering childhood obesity rates 92
Table 5.10: Does your company target children with any of its products? 93
Table 5.11: If so, what proportion of your company’s products are aimed at children? 94
Table 5.12: Do you currently actively target children through your marketing activity? 95
Table 5.13: If you do advertise to children, is this activity more likely to be above-the-line advertising or in-store promotional tactics. NOTE 162 respondents declined to answer 96
Table 5.14: If you target children directly is your company planning to change the emphasis of your activity to include healthy lifestyle messages? NOTE 149 respondents declined to answer 97
Table 5.15: How seriously is your company taking the issue of child obesity? NOTE 127 respondents declined to answer 98
Table 5.16: Are you exploring new product development opportunities for healthier options for
children? NOTE 124 declined to answer 99
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