Transcript Impact of marketing on Food choices

Impact of marketing
on Food choices
Sharon Daly
17th November 2011
Bcomm, MBS (Marketing Management), Hdip (Health Promotion),
Certificate (Exercise, Health Studies & Personal Training)
Overview
•
•
•
•
•
•
•
•
Consumer purchase decision process
What is marketing?
Integrated Marketing Communications
Link between food marketing and health
Health Promotion
Social Marketing
The Industry is concerned…
Group work
Consumer purchase decision process
Integrated Marketing
Communications David
Pickton & Amanda Broderick,
2005, pg 248
Marketing attempts to influence and create a need and fill this need with a product
What is marketing?
• Marketing is the process of planning and
executing the conception, pricing, promotion and
distribution of ideas, goods and services to create
exchanges that satisfy individual and
organisational objectives. American Marketing Association
• Exchange is a central concept in marketing.
Advertising and promotion place an important
role in the exchange process by informing
customers of an organisations product or service
and convincing them of its ability to satisfy their
needs or wants.
Integrated Marketing Communications
• Product
• Place
–
–
–
–
TV, radio, billboards
New media (e.g. Internet, social media)
Sponsorship
Celebrity endorsement
• Packaging
– E.g. Character licensing
• Price
• Promotion
TV
Television food advertising to children: A global perspective
July 2010 (American Journal of Public Health)
• This research was a collaboration of 13 research groups in
Australia, Asia, Western Europe, and North and South
America.
• Across all sampled countries, children were exposed to high
volumes of TV advertising for unhealthy foods, featuring
child-oriented persuasive techniques. Because of the
proven connections between food advertising, preferences
and consumption, the findings lend support to calls for
regulation of food advertising during children’s peak
viewing times.
Marketing – more than TV (EHN, 2005)
• TV advertising – major spend (70%)
• Schools - vending machines; tuck shops, canteens,
sponsorship; token collection;
• Sponsorship of sports
• Packaging – characters, cartoons, incentives, celebrities,
token collection
• Internet – advergames, incentives, giveaways, linked
to packaging
• Texting/SMS
• Cinema
• Print - magazines
All linked and reinforcing TV ads, creating brand loyalty
Packaging
Sponsorship
Advergames
Free toys with unhealthy foods
• San Francisco bans Happy Meals (LA Times, 2nd November 2010)
– Under the ordinance, scheduled to take effect in December
2011, restaurants may include a toy with a meal if the food and
drink combined contain fewer than 600 calories, and if less than
35% of the calories come from fat.
• ‘The constant association of food and toys becomes embedded in
children’s psychology.’ Prof Donal O’Shea, 2011
Celebrity endorsement
Character Licensing
Product Placement
TV3’s The Apprentice and Cadburys
Cadbury’s World
Tayto Crisps
Tayto Park
Certificate of Tayto-ness
What the advertisers say about
advertising…
•
“At its most imaginative and wonderful
best, [advertising] does more than influence
consumers’ choice between brand x and
brand y. It has the capacity to influence as
well as reflect attitudes, behaviour and
cultural norms on a much wider scale.”
Baroness Jean Coussins, ASA Council member, ISBA Annual
Conference, Thursday 28 Feb 2008
Link - Food Marketing & Health
 Research from Stirling University looked at
– Extent and nature of food promotion to children
– Effects of food promotion to children.

Concluded that “the evidence to date does clearly illustrate that
food promotion does influence children’s food preferences, purchase
behaviour and consumption, and that these effects are significant,
independent of other influences and operate at both brand and
category level.”
 The advertised diet contradicts the recommended diet and many
children’s diets are not in line with dietary recommendations.
Stirling University review for the World Health Organisation (2009)
there is an effect, but how big it is.
The recommended diet vs
the advertised diet
Around three-quarters of food advertising to children is for
sugary, fatty and salty foods. For every £1 spent by the WHO
promoting healthy diets, £500 is spent by the food industry
promoting unhealthy foods
Food Commission, UK, 2003
WHO European Region (2006)
Strong scientific rationale
available through robust
science and research that
links commercial
promotion of foods and
beverages to poor diets in
children
Evidence – WHO Conclusions
• There is extensive food and drink promotion to
children
• Children are aware of, appreciative of, and engage with
this promotion
• This food promotion is overwhelmingly for foods HFSS
and undermines recommendations for a healthy diet
• This food promotion has a damaging effect on
children’s food knowledge, attitudes, purchase
behaviour and consumption.
What Irish parents say…
2008
• 9 in 10 Irish parents agree food
advertising influences their
children’s food choices
• 4 in 5 parents agree to a ban of
unhealthy food up to 21.00 hours.
Red C Omnibus survey, 2008 for NHA and IHF
Prevalence of Childhood Obesity
• “global epidemic”
WHO, 1998
• At least 155 million school-age children worldwide
are overweight or obese and 30-45 million are
obese
International Obesity Task Force, Obesity Reviews
• 1 in 6 children in Europe is overweight or obese.
•
International Task Force on Obesity, 2003
• European Childhood Obesity Surveillance Initiative
(COSI) in 2007/8 showed 24-26% of 6-9 year olds
overweight/obese
www.euro.who.int April 2011
Irish Children and Obesity
• 1 in 5 Irish children aged 5-12 years and 13-17 years
is overweight or obese
Irish Universities Nutrition Alliance (IUNA), 2005; 2007
• 1 in 6 children in Europe is overweight or obese
International Task Force on Obesity (IOTF), 2003
Irish Children & Obesity
• Children are developing signs of heart disease,
high blood pressure, high cholesterol, Type 2
diabetes. (National Task Force on Obesity, 2005)
• All ages twice as likely to be an obese adult if
obese as a child
Serdula et al,Preventative Medicine 1993:22;167-177
• Parental obesity > doubles the risk of adult
obesity in both obese and non-obese children <
10 years
Whittaker NEJM 1997;337(13):869-73
National Children’s Food Survey
Survey of almost 600 Irish children, 5-12 years.
• One fifth of Irish children’s energy intake from food
comes from sweets, snacks and biscuits
• Daily intake of soft drinks averages about 2 glasses,
mainly sugar-containing drinks.
• Some Irish children have low intakes of calcium, iron
and Vitamins A, C, D, and E
Irish Universities Nutrition Alliance (IUNA), 2005
Health implications of Obesity
•
•
•
•
•
•
•
•
•
•
Premature death
Cardiovascular disease
Stroke
Hypertension
High cholesterol
Diabetes, IGT
Liver disease
Gallbladder disease
GORD
Sleep apnoea- breathing
problems
•
•
•
•
•
Menstrual problems, PCOS
Complications in pregnancy
Hirsuitism
Stress incontinence
Gait abnormalities,
Osteoarthritis, joint pains, SUFE
• Cancer –endometrial, colon,
kidney, gb, breast
• Surgical risk
• Psychological difficulties – selfesteem, isolation, underperformance, bullying, anxiety,
depression
Health Promotion
• The Ottowa Charter
– Build Healthy Public Policy
– Create Supportive Environments
– Strengthen Community Actions
– Develop Personal Skills
– Reorient Health Services
(WHO, 1986)
Promoting Health
A healthy approach to food marketing
Social marketing
Social marketing seeks to influence social
behaviours, not to benefit the marketer, but to
benefit the target audience and the general society’
(Weinreich, N. K, 2002)
• Stop the spread http://youtu.be/YarpWrLn9Zo
• Measure up http://youtu.be/qG4hU8Tm5ow
• Swap it http://youtu.be/eDYlw4vRMNE
Challenges
•
•
•
•
•
Lack of funding
Industry influence
Huge budget of food industry
Experience and drive of industry
Mixed messages/confusion of messages by
industry
Do we need to act to address this
epidemic?
YES…International consensus around the need for action
 World Health Organisation Global Strategy on Diet, Physical Activity
and Health 2004
 WHO expert meeting on marketing of foods to children, Norway,
2006
 WHO Europe Charter on Counteracting Obesity 2006
 WHO Second Food and Nutrition Action Plan 2007
 World Health Assembly Resolution 2008 – mandate for a set of
recommendations
 WHO Ad Hoc Expert Committee established 2008
 WHO Set of Recommendations adopted May 2010
International scientific and political world calling for action on
food and drinks marketing to children
A more comprehensive approach
• Based on restricting marketing of energy
dense, micronutrient poor foods high in
fat, sugar and salt (HFSS) using nutrient
profiling to children under 16
• Covering the times children are actually
watching TV
• No marketing of HFSS foods using new
media (such as social networking sites, viral
marketing and SMS)
• No promotion of HFSS foods in schools
• No advertising of HFSS foods targeting
parents
• No use of celebrities, cartoon characters,
competitions or free gifts to market HFSS
foods.
International Association for the Study of
Obesity http://www.iaso.org/
WHO Recommendations on the Marketing of
Foods and Non-alcoholic Beverages to Children
Is the Industry concerned?
Company Pledges (‘The EU Pledge’)
 Not to advertise food and beverage products to children under
the age of 12 on TV, print and internet, except for products
which fulfill specific nutrition criteria based on accepted
scientific evidence and/or applicable national and
international dietary guidelines.
 Not to engage in any commercial communications related to
food and beverage products in primary schools, except where
specifically requested by or agreed with the school
administration for educational purposes.
The EU Pledge- Limitations
• Positive that companies have recognised the need to act,
but
– Limited age covered (up to age 12)
– Limited child audience covered (50% - or 25% for
Mars)
– Limited number of companies covered
– Limited in terms of global coverage
– Limited promotions covered
– Limited and inconsistent approach to defining foods
high in fat, sugar and salt
What’s happened in the UK
Children saw less advertising featuring:
• Licensed characters (-69%)
• Brand equity characters (-36%)
• Other characters (-4%)
• Promotions (-36%)
• Health claims (-18%)
Outside children’s airtime all techniques (except
character licensing) increased over the period.
Ofcom Review, 2008
Results of self-regulation
• Since the introduction of the Australian Food and Grocery
Council’s (AFGC) self-regulatory initiative, children still see
the same amount of TV advertising for unhealthy foods as
they did before the code was introduced in 2009
(Article: Keep junk food away from our kids, Colleen Glasson 7th October 2010, study conducted
by Sydney University and the Cancer Council NSW).
• ‘Companies may be developing parent-focussed television
advertisements in order to persuade Governments that
marketing to parents is acceptable, so that the nature of
the advert becomes important rather than the nature of
the product being advertised. The meta-message is that
parents approve the product.’
Tim Lobstein, Director, Childhood Obesity Research Programme, International
Association for the Study of Obesity.
Broadcasting Authority of Ireland
Children’s Commercial Communications Code
Public consultation October 2011
– The Nutrient Profiling Model (NPM) established and recommended
– The Co-regulation approach has worked well in the UK with the
advertiser/manufacturer taking responsibility for the certification of
products but with a statutory oversight and enforcement of the
restrictions
– Self regulation is unsuitable and has been shown to be lacking in
independent assessment, has poor monitoring and contains
loopholes.
– Restrictions on advertising for all HFSS foods, as defined by the NP
model, from 6am to 9pm. My reasons are those laid out in the Irish
Heart Foundation’s submission. The only suitable measure is
restrictions based on time bands.
Limitation: would only apply to ROI TV channels
Conclusion
 Marketers are clever and creative and will continue to find new ways
to market their products
 Marketing to children is one factor, but an important one.
 Failure to tackle irresponsible marketing undermines other initiatives
to improve children’s diets
 A comprehensive approach is needed – we can learn from the UK
 Self regulation is not enough
 Further legislation is necessary (inc. food labelling)
 Need to tackle non-broadcast marketing (internet & new emerging
media avenues)
 Evidence based health promotion interventions are essential to
support healthy lifestyles for children and adults
 Further funding is needed for Health Promotion
interventions/programmes and social marketing campaigns
Group Work
• Design a campaign to encourage healthy eating
–
–
–
–
–
Write your objective(s)
Choose your target audience
Decide on your message
What is your call to action
How are you going to communicate your message- be
creative & remember your audience (consider the 7P’s of
marketing and the communications vehicles available)
– Think about how you are going to present your message
visually and give a rough sketch of it
Further reading
• The Food Dudes programme
http://www.fooddudes.ie/html/research.html
• The Ottowa Charter for Health Promotion
http://www.who.int/hpr/NPH/docs/ottawa_charter_hp.p
df
• Food labelling research, Irish Heart Foundation, Irish
Cancer Society & Irish Youth Council
http://www.irishheart.ie/media/pub/red_c_final_report_
4__16_11_10.pdf
• Irish Universities Nutrition Alliance (IUNA), 2005 &
2007 http://www.iuna.net/?page_id=18
Further reading
• Foundations for Health Promotion (Public Health
and Health Promotion) Jennie Naidoo & Jane
Wills
• Irish Marketing Journal
www.irishmarketingjournal.ie/
• Marketing Social Change: Changing Behavior to
Promote Health, Social Development, and the
Environment, Alan R. Andreasen, 1995,
Thank You!
Questions?
Contact: [email protected]