Kids and Obesity: Health issues and ethical food and drinks marketing to children under 16 years old

Introduction to the complex issues of targeting kids, health, obesity, food and drinks

Marketing and promotion - the devil’s activity? 12

Case studies: companies working to change their marketing techniques to children

Tackling the issues - the industry and consumers

Taking the pulse of the industry - Business Insights’ research

Chapter 1 Introduction to the Complex Issues of Targeting Kids, Health, Obesity, Food and Drinks

• Summary
• Introduction
• The state we, and our children, are in
• It’s not just Dad who’s putting on weight…
• The UK and United States are not alone
• Defining obesity
• The British perspective - the health implications of obesity
• The debate raging - how obesity in adults and children affects the global food and drinks industries
• Following in the footsteps of the United States
• Who is responsible?
• Are companies vulnerable or set to benefit?
• Labelling clarity expected
• Conclusions

Chapter 2 Marketing and Promotion - The Devil’s Activity?

• Summary
• Introduction
• £1 advertising spend on healthy foods versus £800 on the ‘big four’
• The current regulatory situation - and changes afoot
• Self regulation?
• How much is spent marketing and advertising to children - and how effective is it?
• Product and brand licensing
• How much do children understand about adverts?
• Can marketing to children ever be responsible?
• Ramifications of banning advertising to children
• Marketing and advertising for good?
• Promotion in the playground
• Case study: What happens when “good marketing turns bad”
• Industry insider views

Chapter 3 Case Studies: Companies Working to Change their Marketing Techniques to Children

• Summary
• Introduction
• BBC Worldwide
• McDonald’s
• Walkers
• Kraft Foods
• Conclusions

Chapter 4 Tackling the Issues - The Industry and Consumers

• Summary
• Introduction
• Background - the financial and branding implications of ignoring the issues Case study: Procter & Gamble and Sunny Delight - new lessons to be learned from an old story
• Tactics for reassuring parents and consumers
• Labelling
• A U.S. perspective
• Labelling solutions
• Pester power - effective in the past, but inappropriate now?
• Capitalising on expertise: using in-house nutritionists or panel of experts
• Case study: Changing the emphasis of marketing and promotion towards healthy eating and lifestyles - Kellogg’s and pedometers NPD activity
• Using NPD as an opportunity to create added value, healthier products in the UK
• Reducing salt levels
• Drinks innovations
• Analysis of U.S. product development aimed straight at kids
• Retailer activity - how are they tackling the issue?
• Case study: The Co-op
• Improved labelling, food composition and marketing are crucial

Chapter 5 Taking The Pulse of The Industry - Business Insights’ Research

• Summary
• Introduction
• Who else is responsible for curbing child obesity apart from the food and drinks industry?
• The perception of negative media
• Can children be targeted in the same way as adults?
• Are children highly susceptible to television advertising?
• Is it OK to license products with pop stars?
• Do industry experts think childhood obesity is a global or a Western problem?
• Who agrees food and drinks companies should be more proactive in lowering child obesity levels?
• Food and drinks companies should be allowed to market directly to children
• Does your company target children with any of its products?
• Active marketing and techniques employed
• Plans afoot to include more healthy lifestyle messages in future marketing
• How seriously is the food and drinks industry taking the issue of child obesity?
• Plans for healthy NPD for kids
• Conclusions
• Index

List of Figures

• Figure 3.1: Teletubbies, Fimbles and Tweenies
• Figure 3.2: New additions to the mix and match children’s Happy Meals in the United States
• 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?
• Figure 5.4: Nearly half of respondents believe children should not be targeted by food and drinks companies in the same way as adults
• Figure 5.5: The majority of respondents admit children are highly susceptible to television advertising over any other type
• Figure 5.6: Eight out of 10 respondents believe licensing products is a valid marketing method
• Figure 5.7: Childhood obesity is regarded as a primarily U.S. and Western European problem than a global one
• Figure 5.8: 80% of industry executives believe food and drinks companies should be more proactive in lowering childhood obesity levels
• Figure 5.9: Food and drinks companies should not be allowed to market directly to children
• Figure 5.10: Does your company target children with any of its products?
• Figure 5.11: Most companies target children with less than 25% of its product range
• 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
• Figure 5.14: A quarter of respondents are increasing its healthy marketing message further in light of recent media attention and government findings
• Figure 5.15: More than a quarter of industry executives are taking the issue of child obesity very seriously
• Figure 5.16: A quarter of respondents are increasing its healthy marketing message further in light of recent media attention and government findings

List of Tables

• Table 2.1: The health eating balance, according to the UK government’s National Food Guide
• Table 2.2: What is advertised to children in the UK (CITV, Saturday am and Big Breakfast)?
• 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?
• Table 5.4: Children should not be targeted by food and drinks companies in the same way as adults
• Table 5.5: Children are highly susceptible to television advertising over any other type of advertising
• Table 5.6: Licensing products with Disney characters and pop stars is a valid marketing method
• Table 5.7: Childhood obesity is a global problem
• Table 5.8: Childhood obesity is primarily a U.S. and Western European problem
• Table 5.9: Food and drinks companies should be more proactive in lowering childhood obesity rates
• Table 5.10: Does your company target children with any of its products?
• Table 5.11: If so, what proportion of your company’s products are aimed at children?
• Table 5.12: Do you currently actively target children through your marketing activity?
• 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
• 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
• Table 5.15: How seriously is your company taking the issue of child obesity? NOTE 127 respondents declined to answer
• Table 5.16: Are you exploring new product development opportunities for healthier options for children? NOTE 124 declined to answer