This post is a little different than others shared so far in the Nutrition Through The Ages series. Raevyn Xavier was kind enough to share information gained during her Master's thesis work in Child Marketing/Nutrition Promotion in K-12 schools. This series has already noted how incredibly influential friends, family, and environment are regarding the development of a young child's eating behaviors and food choices. Additionally, there is substantial evidence that consistent exposure to food product marketing has a direct effect on the food preferences, purchasing patterns, and consumption patterns of children.
How many of you can recall characters from your childhood that were the face of some of your favorite products? The "Kool-Aid Man", "Captain Crunch", "Tony the Tiger", "Chester Cheetah", and "Ronald McDonald" (along with their jingles and catch phrases) are all classic examples of marketing tactics strategically designed and developed by food companies to encourage children to consume their products. Unfortunately, most of these characters promote(d) energy dense, high sugar, and nutrient poor foods.
The most recent cost-analysis of child-directed food marketing expenditures indicates that 1.8 billion dollars was invested into marketing efforts directly targeted at children and teens by 48 different food and beverage companies between 2006-2009, despite significant government regulation of child-directed marketing. These marketing regulations followed the World Health Organization declarations that child-directed marketing is incredibly effective at influencing child food preferences.
In comparison to what large food companies invest into child-directed marketing expenditures, Team Nutrition, an initiative funded by the United States Department of Agriculture (USDA) to support school nutrition programs, was granted a mere $15 million (relatively speaking) to spend on training, assistance to school food service operations, and nutrition and physical activity education for schools and communities.
Why Children & Teens?
Child and adolescent demographics are appealing to marketers due to the fact that they spend billions of their own dollars annually, have the ability to influence how additional billions are spent by their family, and are developing preferences for their future purchases as adults. It is important to note that food and beverage companies sponsor and conduct market research to carefully engineer their food advertisements to be as enticing as possible. The effectiveness of child-directed marketing campaigns rely on:
maintaining a child's engagement with the target message.
making children desire a product.
influencing a child's ability to recognize and remember the item at locations where it is available.
influencing a child's desire to purchase or encourage someone else to purchase an item for them.
Which Products Are Typically Marketed AND Can This Change?
For the purpose of this research, a distinction was made between "core" and "non-core" foods. "Core" foods are considered those that are more likely to contribute to a balanced and varied diet. "Non-core" foods are those often described as energy-dense, including minimal essential nutrients, and those eaten primarily for pleasure.
Advertisements for "core" food products are much less common than "non-core" foods. One study found that over a four-day period, children were exposed to over twice as much “non-core” food product marketing as they were “core” food marketing.
The imbalance between the promotion of foods that are “core” and “non-core” can be attributed to the financial resources large food corporations, whom primarily promote “non-core” food products, can allocate towards child-directed marketing efforts.
Considering that the appeal of products in today’s society are enhanced by diverse arrays of marketing tactics, marketing "core" foods to children in schools [to help balance out the inequity in marketing] could be approached in a similar manner. Perhaps applying tactics used by corporate food companies to nutrition marketing in the school settings could positively influence food choices and improve dietary consumption.
For many children, the meals provided at school are their primary, consistent source of healthy food. The USDA estimates more than 12 million children in the United States live in food-insecure households as of 2017 [2020 Update]. That means that 1 in 6 children (17%) may not have consistent access to enough food for an active, healthy life. Over 80% of school-aged children from low-income food-insecure households use free or reduced lunch from the National School Lunch Program.
The National School Lunch Program (NSLP) is designed to deliver nutritious lunches that follow established guidelines to over 30 million students a day, yet school food service staff voice concerns that students are often not consuming the "healthy" meals and snacks available to them. The school setting appears to be an ideal location to further investigate how to increase consumption of available nutritious foods via nutrition marketing techniques.
Existing literature suggests the need for multifaceted approaches that complement one another, and encourage long term behavior change by incorporating nutrition education and exposing students to social marketing (health campaigns), as well as designing the school environment to support healthy choices by incorporating behavior economics.
Research on how best to engage children through nutrition messaging is in early stages of study, but some concepts regularly surface.
Behavioral Economics – Behavioral economics is the study of how psychological, cognitive, emotional, cultural, and social factors affect decision making by individuals and institutions through the lens of both behavioral science and economic principles.
Health Campaigns – Health campaigns are a form of social marketing that concentrate efforts into promoting specific health behaviors in large populations and can produce both positive changes or prevent negative outcomes directly and indirectly. They produce mass amounts of informational materials that provide education and additional resources to support the promotion of the target message and behavior change.
Social Marketing- The Social Marketing National Excellence Collaborative (SMNEC) states that social marketing is the use of marketing principles to influence human behavior with the intent of improving public health. Because people do not alter their behaviors easily, social marketing professionals understand that groups of people are more likely adopt a new idea if it: has a relative advantage, is compatible with social norms, is not too complicated, can be tested before being committed to, and when other people are seen modeling the target behavior.
While more research is needed to build evidence on effective nutrition marketing best practices, social marketing premises are a promising tool for integrating tried and true market research tactics into health promotion.
Author Bio
Raevyn Xavier earned both her Bachelor’s Degree in Dietetics and Master’s in Nutritional Sciences from Arizona State University. While writing her Master’s thesis, titled A Content Analysis of Nutrition Marketing in Arizona K-12 Schools, she extensively researched food marketing to children through the lens of nutrition promotion. Raevyn currently works at the Arizona Department of Education’s Health and Nutrition Services Division where her work focuses on enriching the school nutrition environment through programming that encourages students to cultivate knowledge about food and how food ends up on their plates, such as school garden, nutrition, and agriculture education programming. Raevyn currently manages the Arizona Farm to School Network and is passionate about fostering connection and collaboration between school systems and food systems.
Find Raevyn on Linked In!
Watch Companion Video Here!
Other Nutrition Through The Ages Posts!
Nutrition Through The Ages: Special Edition - Lactation *Guest Author*
Nutrition Through The Ages: Special Edition - Child-Directed Marketing *Guest Author*
Nutrition Through The Ages: Special Edition - School Nutrition 101 *Guest Author*
Nutrition Through The Ages: Special Edition - Disordered Eating and Eating Disorders
Nutrition Through The Ages: Special Edition - Orthorexia (Clean Eating)
Nutrition Through The Ages: Special Edition - Drug/Nutrient Interactions *Guest Author*
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