Flinders University
Report on Marketing Food and
Beverages to Children, via Product
Packaging in Supermarkets
Children and Food Marketing Project
Report to SA Health
Kaye Mehta Discipline of Public Health
Clare Phillips Discipline of Public Health
Fran Banytis Discipline of Public Health
Paul Ward Discipline of Public Health
John Coveney Discipline of Public Health
Elizabeth Handsley School of Law
March 2010
Grateful acknowledgements to the following contributors to the
research:
Associate Investigators: Prof. Janet Hoek, University of
Otago; Dr. Paul Harrison, Deakin University; Assoc Prof.
Geraldine Bloustien, University of South Australia; Dr. Kirsten
Dunn, CSIRO; Assoc. Prof. Robert Adams; Prof. Christian
Gerricke, Prof Jon Karnon, The University of Adelaide.
SA Health, Strategic Health Research Program for provision of funding.
2
Table of Contents
Main Messages
4
Executive summary
5
Introduction
8
Methods
9
Quantitative Results
12
Qualitative Results
16
References
24
Appendix 1
25
Appendix 2
26
3
Main Messages
This study found 157 product lines marketed to children via product packaging, in a
major supermarket in Adelaide during October 2009.
• Most (76%) of the foods marketed to children are unhealthy
• Confectionary and chocolate topped the list, with 43 product lines (27%), followed
by snacks with 28 product lines (18%)
• Many marketing techniques (more than 16 unique marketing techniques) were
used to promote children’s food products equally on healthy and unhealthy foods
• Semiotics was the highest used marketing technique, found in 99% of all product
lines. Semiotics comprises cartoons, celebrities, images of children, scripts, claims
about nutrition and health and, captions. Cross promotion (comprising television
and movies, and, webpages) and packaging design (comprising lunch box size
packaging, and, novelty packaging) were also extensively used (77% and 55%
respectively)
• Marketing techniques were found to promote healthy and unhealthy foods equally
• A worrying finding however, was the use of claims about health and nutrition on
56% of unhealthy foods. This has the potential to mislead and confuse children as
well as parents who would be more inclined to purchase products carrying claims
about health and nutrition.
• More marketing techniques (up to 12 ) were used on unhealthy products
• This study shows that children are exposed to considerable marketing of unhealthy
foods via product packaging in supermarkets.
•
This should be of concern to policy makers wanting to improve children’s diet for
their health and to tackle childhood obesity.
4
Executive summary
This study analysed the nature and scope of marketing techniques centred around
product packaging, used to promote healthy and unhealthy food and beverages to
children, in the supermarket environment in Adelaide, South Australia. The study was
undertaken as part of the ‘Child and Food Marketing project’ funded by SA Health,
under the Strategic Health Research priorities 2008 -2010.
Methods
Marketing techniques used on children’s food and beverage products were recorded
from the Woolworths supermarket at Marion Shopping Centre in Adelaide, during
October 2009. Products were classified as healthy or unhealthy. The data was
subjected to quantitative and qualitative analysis.
Findings
Most of the foods marketed to children were unhealthy
Most of the product lines (76%) were unhealthy
Confectionary and chocolate topped the list, with 43 product lines (27%),
followed by snacks with 28 product lines (18%)
If all product lines were included (for example, multiple sizes and minor
variations to content – see exclusion criteria in Methods), then children would
be exposed to even higher levels of marketing of unhealthy foods.
Many marketing techniques were used equally on healthy and unhealthy foods
More than 16 unique marketing techniques were used on the product lines
marketed to children
Semiotics (comprising cartoons, celebrities, photos of children, scripts, claims
about health and nutrition, and captions) was used in almost all (99%) product
lines
Cross promotion (comprising television and movies, and, web-links) and
packaging design (comprising lunch box size packaging, novelty packaging)
were also extensively used (77% and 55% respectively)
Premium promotions were the least used marketing techniques (25%)
5
No statistical difference was found for the use of marketing techniques in
healthy and unhealthy foods. In other words, marketing techniques were used
equally to promote healthy and unhealthy foods.
Claims about health and nutrition were used on unhealthy foods
Statistical difference was found in the use of claims about health and nutrition
to promote product lines. As expected, health or nutrition claims were used
significantly more often to promote healthy foods (P < 0.001). However it is
worrying to note that health or nutrition claims were used on N=66, (55.5%) of
unhealthy foods. This has the potential to mislead and confuse children as well
as parents who would be more inclined to purchase products carrying claims
about health or nutrition.
Such claims on unhealthy foods included:
-
“No Artificial Flavours and No Preservatives”, on Paradise (sweet) biscuits
“Uglies” - Sugar content = 33.0gm / 100gms Fat content = 20.3gm / 100
gms.
“Every Day Energy”, on Sanitarium Honey Wheat Cereal – sugar content =
23.0 gm / 100gms
‘delicious snack made from nutritious grains of puffed white rice and to
provide energy for kids to fuel active lifestyles’, on LCM bars, from
Kelloggs - sugar content = 35.6gms / 100gms
‘good health easier with the great taste and goodness of wholegrain’,
Nesquik breakfast cereal by Nestle – sugar content = 9.5gms / 100 gms
More marketing techniques used on unhealthy products
On average each product line had 6 marketing techniques applied to it
Two products lines (Coco Pops and Simpsons Sour Bombs) had 12 techniques
per product
Unhealthy foods had more marketing techniques (maximum 12 techniques per
product line compared to 9 techniques per product line for healthy foods).
Descriptive evidence
Qualitative results provide examples of marketing techniques used.
Marketing to children showed itself to:
-
Be bright, attractive, engaging, quirky
Emphasise fun and flavour
Use icons from children’s culture such as cartoon characters,
animals, children playing, sporting stars and celebrities
Be tied to movies and TV programs
Offer the chance to win prizes, and coupons to events
6
-
Come in novel packaging
Link to websites.
Conclusion
This study shows that children are exposed to considerable marketing of unhealthy
foods via product packaging in supermarkets. Children’s product lines carry multiple
marketing techniques to create an effect of bombarding children with compelling
reasons to choose those products. Marketing via product packaging does not
constitute the only, or even the major avenue of marketing food products to children.
Marketing to children is highly integrated across a number of media such as the
Internet, television programs, movies, children’s magazines, outdoor environment,
sporting and community events. The high use of cartoons, celebrities and cross
promotions, found in this study alone, attest to this. Integrated marketing across a
number of media therefore results in children being saturated in marketing messages
encouraging them to consume unhealthy foods.
While there are methodological differences with other studies in the area of
supermarket sales promotions the findings of this study are remarkably similar. The
study by Chapman et al. (2006) found unhealthy foods comprised 82% of those
marketed using product packaging, and most of these were directed at children.
Elliot’s (2007) Canadian study of marketing techniques on children’s food products,
found 89% of the food products to be unhealthy. Chapman et al. (2006) found cartoon
characters, TV, and movie celebrities (semiotics) also to be the dominant marketing
techniques used. A UK study by Which? (2007) focussed specifically on the use of
cartoon characters (semiotics) to promote children’s food products; they found many
examples and considerably more on unhealthy food products. They also found
evidence of integrated marketing such as competitions, links to websites, movie tieins and give-aways. Elliot (2007) also found claims about health or nutrition to be
used on 62% of unhealthy foods.
Children’s continued high exposure to marketing of unhealthy foods via product
packaging in supermarkets, should be of concern to policy makers wanting to improve
children’s diet for their health and to tackle childhood obesity. Claims about health or
nutrition on unhealthy foods deserves attention for its potential to mislead and confuse
child and adult consumers.
7
Introduction
Television advertising remains the principal medium for promoting food and
beverages to children (Federal Trade Commission 2008), however marketing
campaigns using new media, have been observed to be growing (Calvert 2008; Harris,
Pomeranz et al. 2008). These new media include: Internet, computer games,
videogames, television programs, movies, DVDs, supermarkets, children’s
magazines, billboards, bus-shelters, schools, sporting clubs, and mobile phones
(Hawkes 2007; Schor and Ford 2007). Marketing campaigns invariably integrate a
number of marketing media simultaneously in order to achieve wide brand
recognition and appeal (Shade and Grimes 2005).
Supermarket sales promotions represent an important medium for marketing food and
beverages to children. In 2002, more money was spent on supermarket sales
promotions in the United States (US$234 billion) than was spent on television
advertising (US$212 billion ) (Hawkes 2004). Marketing techniques in this medium
centre primarily on the product package, with attractive lettering and images,
animated graphics, licensed characters, cross-promotions with television programs,
movies and videos, endorsements by sporting and movie celebrities, and novelty
packaging (Hawkes 2004). Other marketing techniques include premiums (giveaways
and collectibles), competitions, games, puzzles, price discounts, point-of-sale
promotion (shelf talkers, packaging, dump-bins, end-of-aisle displays), bundling,
product sampling, and claims about health and nutrition (Hawkes 2004).
Supermarket sales promotions have not been widely studied, compared to other
marketing media. An Australian study of supermarket sales promotions on food
products targeting children, by Chapman et al., (2006) found evidence of premium
offers, competitions, cartoon characters, sporting celebrities, and TV and movie
celebrities or characters. 82% of the sales promotions were for unhealthy foods,
including confectionary, chips and savoury snacks, sweet biscuits and cereals. Elliott
(2008) reporting on a study into supermarket sales promotion of 367 food products
targeted to children, in Canada, found 90% of the products to be unhealthy, 84% used
cartoon characters on the packaging, and 63% made misleading claims about health or
nutrition. For example, products claiming to be low fat were found to be high in
sugar, or products claiming 'no trans-fats' were high in either total fat or sodium. Food
sales at supermarket checkouts constitute another marketing channel. It is known that
70% of confectionary purchases are impulse buys (Dixon, Scully et al. 2006). In their
study of 27 supermarkets in Melbourne, Dixon et al., (2006) found that 77% of
checkouts stocked confectionary and snack foods, and 87% of food products at
checkouts were within easy reach of children. They concluded that supermarkets were
explicitly targeting children and parents, to make impulse buys of unhealthy foods
while waiting at the checkout. A qualitative study by Which? (2007) described the use
of cartoon characters to market children’s food products. They found considerably
more cartoon characters on unhealthy food products, as well evidence of integrated
marketing such as competitions, links to websites, movie tie-ins and give-aways.
This study aimed to analyse the nature and scope of marketing techniques centred
around product packaging, used to promote healthy and unhealthy food and beverages
to children in the supermarket environment in Adelaide, South Australia. The study
8
was undertaken as part of the ‘Child and Food Marketing project’ funded by SA
Health, under the Strategic Health Research priorities 2008 -2010.
Methods
Children’s Age
For the purpose of this study ‘children’ are defined as 0-16 years of age. This
definition is guided by the current Australian Association of National Advertisers’
Code for Advertising and Marketing Communications to Children (2009) which
defines children as ‘under 14’ and Ofcom’s Television Advertising of Food and Drink
Products to Children Report (2007) which defines children as ‘under 16’.
Selection of Supermarket
In Australia, Coles and Woolworths account for 80% of the supermarket trade
(National Association of Retail Grocers of Australia, http://www.johnstonindependent.com/narga.html, accessed 24 Feb 2010). Woolworths was selected as the
representative supermarket environment because (a) it carries similar products to
Coles, (b) it has over 700 supermarkets nationwide and (c) it services 13 million
customers each week1. The Woolworths store chosen for the study was at Marion,
because it is one of the larger stores in metropolitan Adelaide, and is located in a
family oriented shopping centre (Westfield Marion). The shopping centre is located in
the suburb of Marion which has a similar socio-economic status to Adelaide, but is
surrounded immediately by suburbs with higher socio-economic status, and further to
the south by suburbs with lower socio-economic status
(Inner Southern Social Planning Alliance, Regional Study,
http://www.mitchamcouncil.sa.gov.au/webdata/resources/files/executive_summary3.pdf 2006).
While Woolworth stores vary in size between metropolitan and rural settings, we
were assured that food and beverage product lines are very similar2 .
Data collection
Every aisle and section of the Woolworths supermarket at Westfield Marion, was
assessed for products marketed to children.
Identifying products marketed to children
For the purpose of this study the food and beverage products that were specifically
marketed to children in supermarkets were identified using criteria adapted from
previous studies (Chapman, Nicholas et al. 2006; Elliott 2007; Hawkes 2009).
Products had to meet 2 of the following criteria to be included in the study:
•
•
Direct claims or allusions to fun/ play/sport/physical activity/school
environment on the package, aimed to children (or the word ‘child’ or ‘kids’).
Any form of cartoon iconography, popular personalities, pictures of children,
pictures of appeal to children, or pointedly directed to children
1
Information obtained from Woolworths website, http://woolworths.com.au/AboutUs/OurStory/
2
Personal communication with Woolworths Marketing Manager, 30 September 2009
9
•
•
•
Cross promotions and tie-ins with children’s television programmes,
merchandise, films or websites
The foregrounding of weird shapes, bright colours, unconventional tastes
Premium offers (competitions, games, puzzles, toys and other giveaways
targeting children).
Units of data
A unit of data was a branded product line which met the criteria for ‘marketed to
children’.
Product lines that were excluded:
• Multiple-sized packages of the same product were recorded as one item
• Baby food and seasonal products (e.g., Christmas food) were excluded
• Products with the same nutritional content but with variations in the packaging
(eg Allens Party Mix had 14 variations of essentially similar products) were
recorded as one item
• Products with slight variations (for example Coco Pops also have a Coco Pops
Chex variation) were recorded as one item.
Identifying marketing techniques
The data collection tool was adapted from (Hawkes 2004; Chapman, Nicholas et al.
2006). Data was collected on marketing techniques that were observable on product
packages. These included: product identification, package semiotics (graphics, text,
colour, claims about nutrition, iconography, popular personalities), cross promotions
(tie-ins with television/films, directed to websites), premium promotions
(competitions, toys, games) and price promotions (discounts, bonus sized packs).
Other forms of sales promotions such as in-store displays and shelf talkers were not
recorded for the purposes of this study.
Identifying healthy and unhealthy products
Food products were divided into healthy and unhealthy categories, following the
classification system used by Kelly et al., (2008). Unhealthy foods essentially are
those high in fat, sugar or salt following the Australian Guide to Healthy Eating
(Kellett, Smith et al. 1998).
Adaptations to Kelly et al.’s (2008) classification system included:
• Removal of 8 categories: alcohol; baby food/formula; tea and coffee; vitamins
and minerals and other miscellaneous categories.
• Dairy. All milk, yoghurt and cheese products were put into the core /healthy
food category to be consistent with the National Schools Canteen Project,
classification system 3. The rationale for this decision is that milk, yoghurt
and cheese contain calcium, which is essential for healthy development of
bones and teeth (Kellett, Smith et al. 1998)). Other dairy products such as
custards and dairy desserts were allocated to the core/healthy, only if they met
the criteria of <3g/100g fat and <15g/100g sugar (Choice – Food for kids
nutrition guide http://www.choicefoodforkids.com.au/page/our-criteria).
3
Personal communication, with Project Officer for National Schools Canteen Project, Flinders
University
10
Custards and dairy desserts that contained >3g/100g fat and > 15gm sugar
were designated ‘dairy unhealthy’.
This resulted in 20 categories, 8 healthy and 12 unhealthy.
Details of the nutritional analysis tool to determine food code, can be found in
Appendix 1. The coding sheet for data collection can be found in Appendix 2.
Data collection period
Data was collected over the period from 13th – 15th October, 2009.
Pilot Study
Data collection was piloted by two research assistants at Woolworths (Marion),
independently coding the same aisle in the supermarket. They achieved a Cohen
Kappa inter-coder reliability test score of к = 0.2, which represented slight agreement.
The results were analysed and discussed and the criteria were clarified to enable more
accurate interpretation. The data collection was repeated on a different aisle in the
same supermarket, and this time achieved к = 0.647, signifying substantial
agreement. (Landis and Koch 1977). All discrepancies were discussed and resolved.
This test had been used in previous studies (Weber, Story et al. 2006; Elliott 2008).
Data analysis
The data were subjected to quantitative and qualitative analysis.
Quantitative analysis
Data was entered into SPSS V17 and subjected to descriptive and inferential analysis.
Descriptive statistics were collected to examine:
(a)
Food categories marketed to children
(b)
Nutritional value of foods marketed to children
(c)
Type and extent of marketing techniques used
Marketing techniques were then aggregated into 5 categories
1. Semiotics
2. Cross Promotion
3. Packaging Design
4. Premiums
5. Price Promotions
Graphics, Cartoons and Celebrities, Claims about
Health and Nutrition
Television and Movies, web-pages
Lunch box size packaging, novelty packaging
Give-aways (toys and games) and competitions
Discounts, two-for-one offers
Descriptive statistics collected on:
(d)
Extent of use of 5 aggregated marketing techniques
For the inferential analysis, the 5 aggregated marketing techniques were statistically
analysed using chi-square test, for:
(e)
Extent of use in marketing healthy and unhealthy foods
(f)
Extent of use of top 3 aggregated techniques (semiotics, cross promotions and
packaging design) in marketing top 3 food categories (confectionary, snacks,
dairy-healthy)
11
The top marketing category (semiotics) was further categorised into:
Graphics
Cartoons and
Celebrities
Bright colours
Images of children
Cartoonish script or crayoned font
Captions about fun/play/crazy/educational
Captions about flavour
Captions/graphic about unusual food shape/colour/taste
(novelty)
Cartoon character – Licensed eg. Simpsons
Cartoon Character – Unlicensed eg. generic drawings of
children, animals, sports equipment
Celebrities – sports, movie, TV
Claims about
Health and
Nutrition
The use of Semiotics was then statistically analysed for:
(g)
Extent of use in marketing healthy and unhealthy foods
Final analysis undertaken was:
(h)
Number of marketing techniques per product, and for healthy and unhealthy
foods applied to each individual product.
Qualitative analysis
Samples of products were purchased or photographs taken (with permission from
Woolworths) to enable detailed description of marketing techniques used for the
aggregated top marketing techniques (semiotics, cross promotions, packaging design,
premiums, price promotions).
Results
The study found 157 product lines marketed to children, over the period from 13th –
15th October, 2009 in the Woolworths supermarket at Westfield Marion, in Adelaide.
Quantitative Results
(a) Food Categories Marketed to Children
Food categories representing 5% or more of products marketed to children are shown
in the table below; remaining categories individually representing less that 5% of
products marketed to children are grouped as ‘Other’.
Confectionary and chocolate was the highest category of foods marketed to children
(N=43, 27.4%), followed by snacks (N=28, 17.8%), and dairy (N=17, 10.8%)
Together these three categories accounted for more than half of all food products
marketed to children. See Figure 1.on Food categories marketed to children.
12
Fig. 1: Food categories marketed to children
30.0%
27.4%
25.0%
Percent
20.0%
17.8%
15.0%
10.8%
10.0%
7.6%
7.0%
5.7%
5.7%
5.0%
0.0%
Confectionary
Snacks n=28
Dairy n=17
n=43
Canned,
Cereal-
Biscuits and
Custards &
packaged
unhealthy n=11
other baked
Desserts n=9
meals n=12
goods n=9
Food Categories
(b)
Nutritional value of foods marketed to children
Healthy foods comprised N=38, 24.2%, while unhealthy foods comprised N= 119,
75.8% of all food products marketed to children.
(c) Type and extent of marketing techniques used
Techniques used on 10% or more, of products marketed to children are shown in the
table below; all other categories are grouped as ‘Other’. The table does not add up to
100% because multiple marketing techniques are used on each product. There were
16 unique marketing techniques used on > 10% of the product lines marketed to
children. About half the marketing techniques (7/16) were counted 677 times,
indicating multiple marketing techniques per product. See Table 1.
Table 1: Techniques used to market products to children
Technique
Bright Colours
Cartoonish script or crayoned font
Lunchbox/kids size packs
Directed to food companies website
Cartoon Character – Unlicensed i.e. generic drawings of children, animals
Captions about fun/play/crazy/educational
Captions about flavour
Captions/graphic about unusual food shape/colour/taste (novelty)
Cartoon Characters Licensed
Discount
Directed to brands website
Novelty packaging – crazy/zany
Tie ins with movies, TV
Bonus sized packs
Images of children
Celebrities – sports, movie, TV
Other: Puzzles, games, novelty items etc.
13
Number of products
(N)
%
147
133
84
83
93.60%
84.70%
53.50%
52.90%
81
76
73
51.60%
48.40%
46.50%
55
49
38
35
22
22
22
21
18
52
35.00%
31.20%
24.20%
22.30%
14.0%
14.00%
14.00%
13.40%
11.50%
33.1%
(d) Extent of use of aggregated marketing techniques
Semiotics (comprising Cartoons, Celebrities, Photos of Children, Scripts, Health
Claims and Captions (flavour, shape etc) was used as a marketing technique in almost
all (99%) products. Cross promotion (comprising Television and Movies, webpages)
and packaging design (comprising Lunch box size packaging, novelty packaging)
were also extensively used. Premium promotions were the least used marketing
techniques observed in 25% of all products. See Table 2 for details of extent of
marketing techniques.
(e) Extent of aggregated marketing techniques used to promote healthy and unhealthy
foods
Chi square analysis was undertaken to test for difference in the use of aggregated
marketing techniques to promote healthy and unhealthy foods. No statistical
significance was found for any marketing technique. In other words, marketing
techniques were used equally to promote healthy and unhealthy foods. See Table 2 for
comparison of marketing techniques used on healthy and unhealthy foods.
Table 2: Aggregated marketing techniques used to promote foods. Data listed as
Number of products, N, % and P value where relevant.
Aggregated
marketing
techniques
Semiotics
Cross Promotion
Packaging Design
Price Promotions
Premium Promotions
All Foods
N=157
Healthy
N=38
Unhealthy
N=119
P
156, (99.4%)
121, (77.1%)
87, (55.4%)
52, (33.1%)
39, (24.8%)
38, (100%)
32, (84.2%)
21, (55.3%)
10, (26.3%)
6, (15.8%)
118, 99.2%
89, (74.8%)
66, (55.5%)
42, (35.3%)
33, (27.7%)
P=1.00
P=0.327
P=1.00
P=0.409
P=0.205
(f)
Extent of top 3 aggregated marketing techniques used to promote top 3 food
categories
Chi square analysis was undertaken to test whether the top 3 aggregated marketing
techniques (semiotics, cross promotions and packaging design) were used
significantly more often to promote the top 3 food categories (confectionary and
chocolate, snacks and dairy), compared to all food categories. Statistical significance
was only found for ‘packaging design with dairy (P=0.003), and snacks (P=0.211). In
other words, apart from ‘packaging design with dairy and snacks’, the top 3
aggregated marketing techniques were used in the same way to promote the top 3
food categories, as for all other food categories. See Table 3 for details.
Table 3: Use of top 3 aggregated marketing techniques to promote top 3 food
categories, compared to all other food categories.
Aggregated marketing
techniques
Semiotics
Cross Promotion
Packaging Design
Confectionary and
chocolate
N=43
N=43, 100%, P=1
N=30, 69.8%, P=0.261
N=24, 55.8% P=1.00
14
Snacks
N=28
Dairy
N=17
N=28, 100%, P=1.00
N=23, 82.1% P=0.648
N= 19, 67.9%, P=0.211
N=17, 100%, P=1.00
N=14, 87.5%, P=0.463
N=15, 93.8%, P=0.003*
(g) Extent of use of semiotics to promote healthy and unhealthy foods
The top marketing category ‘semiotics’ comprised sub-categories ‘graphics, cartoons
and celebrities, and claims about health and nutrition’. Graphics were used on 156
products (99.4%), followed by cartoons and celebrities on 133 products (84.7%) and,
claims about health and nutrition on 100 products (63.7%). Chi square analysis was
undertaken to test for difference in the use of ‘graphics, cartoons and celebrities, and
claims about health and nutrition’, to promote healthy and unhealthy foods. No
statistical significance was found for the use of graphics, and, cartoons and celebrities.
Statistical difference was found, for the use of claims about health or nutrition to
promote product lines. As expected, claims about health or nutrition were used
significantly more often to promote healthy foods (P < 0.001). However claims about
health or nutrition were also used on N=66, (55.5%) of unhealthy foods, when this
would not be expected to be the case. See Table 4. for details.
Table 4: Use of semiotics to promote healthy and unhealthy foods
All Foods
156, (99.4%)
133, (84.7%)
100, (63.7%)
Graphics
Cartoons and celebrities
Claims about health and
nutrition
(h)
Healthy
38, (100%)
31, (81.6%)
34, (89.5%)
Un-Healthy
118, (99.2%)
102, (85.7%)
66, (55.5%)
Number of marketing techniques per product,
An examination of the number of individual marketing techniques per product,
reveals a maximum of 12 techniques per product, used on 2 products (Coco Pops and
Simpsons Sour Bombs) and a minimum of 1 technique per product, used on 1 product
(Smiley Fritz). The mean number of marketing techniques per product was 6.43, with
a Standard Deviation of 2.21. See Figure 2.
Figure 2: Number of marketing techniques per product
35
29
30
Number of Products
26
25
22
20
20
20
17
15
10
7
4
5
5
4
2
1
0
1
2
3
4
5
6
7
8
Number of Techniques
15
9
10
11
12
(i)
Number of marketing techniques per product distinguished for healthy and
unhealthy foods
The number of marketing techniques per product were then analysed for difference in
promoting healthy and unhealthy foods. The Healthy food group showed a median of
6.66 marketing techniques with minimum of 2 and a maximum of 9 techniques. The
unhealthy food group revealed a median of 6.9 techniques with a minimum of 1
technique and a maximum of 12 techniques. The box plot below (Figure 3.), shows
that unhealthy foods have more marketing techniques to promote them, and display a
wider range of numbers of marketing techniques per product.
Figure 3: Marketing Techniques per product for healthy and unhealthy groups
Qualitative Results
Samples of products were purchased or photographs taken (with permission from
Woolworths) to enable detailed description of the techniques used to market products
to children. The data is arranged to conform to the aggregated marketing categories.
1. Semiotics
2. Cross Promotion
3. Packaging Design
4. Premiums
5. Price Promotions
Graphics, Cartoons and Celebrities, Claims about Health and
Nutrition
Television and Movies, web-pages
Lunch box size packaging, novelty packaging
Give-aways (toys and games) and competitions
Discounts, two-for-one offers
1. Semiotics covered: Graphics, Cartoons and Celebrities, Claims about Health and Nutrition
Graphics included:
Fonts and scripts that were cartoonish, crayoned, childish, novel and fun
Bright colours
Appealing images including photos of children, fun activities, animals, weird objects, toys
Captions about fun, play, crazy, educational, flavour
Captions or graphics about unusual food shape/colour/taste (novelty)
16
Font
Bright,
large and
childish
Latina displays the word “Kids” on their ravioli. “Kids” is
coloured bright green, and is larger than the brand or product
name.
Kellogg’s “Coco Pops” also child-like font, bright colours,
and the image of an animal.
Novel and
fun
Appealing
images
Children
playing
sport
Children
engaged in
fun
activities
Kellogg’s “Fruit Loops” uses images of the cereal to spell the
brand name.
The “Milo Mousse” container depicts a boy playing cricket,
albeit an older child (adolescent). The Milo drink container
shows group of younger children (primary school age)
playing a game of cricket.
Paradise “Choc Pinkie Fingers” uses images of fictitious
children playing, and on the reverse of the pack, names them
and describes their favoured activities with additional images
of them playing and undertaking various actions. Children are
also invited to visit a website to play online with these
characters. Other images on “Choc Pinkie Fingers” include
children arm in arm, a bag of treats, a balloon and a school
lunchbox.
17
Fun
Animals
Stylised
Heinz “Oops” incorporates the pasta rings into an image of a
smiley face.
Images of animals were common on products.
“SPC Spag-a-Saurus” depicts a dinosaur and another monster
eating pasta shapes.
Allens “Party Mix” confectionary depicts a fierce shark
hovering over the lollies.
Pura “Milk for Kids” depicted a much more benign image of
an elephant and a butterfly.
The orange on the packet of “Kids Plus” Juice from Juice Isle
(right) for example is bearing a friendly grin, with engaging
friendly eyes.
The fruit depicted on the packaging of Golden Days “Fruit
Poles” have taken on happy human like characteristics with a
cartoon like presence.
Captions
Uncle Toby’s “Oats” claims that children will find this
product “So Tasty”.
Taste
Maggi provides a product named Oriental 2 Minute Noodles
for children which claims to be “Extra Delicious”.
18
Flavour
Cheetos, claim that their “Cheese and Bacon Balls” are
‘dangerously cheesy’.
Green’s General “Lolly Gobble Bliss Bombs” link their
product to the definition of ‘bliss’ – a state of supreme
happiness or delight.
Fun
Kellogg’s markets packs of assorted breakfast cereals as a
“Fun Pack”, the words clearly displayed on the wrapper. The
packet contains a variety of 6 Kellogg’s products prepared as
individual servings.
Cartoons & celebrities included:
Cartoon character – Licensed eg. Simpsons
Cartoon Character – Unlicensed eg. generic drawings of children, animals, sports equipment (often
copyrighted to the product)
Celebrities – sports, entertainment, movie, TV
Looney Tunes characters Bugs Bunny and Tweety Bird found
Cartoon
characters on “Go Natural Fruity Bites”.
Licensed
“Nemo Fruit Drink” from Coca Cola Amatil features Nemo
from Pixar Productions who is depicted on the label.
Nemo is also depicted on Mount Franklin “Pure Spring
Water”, joined by other popular Pixar identities, Wal E and
Cars.
“Crazy Pops” confectionary has Bart Simpson on the packet.
Green’s General Foods popcorn called “Poppin”, shows Bart
consuming a bowl of popcorn on a small packet, and on a
larger packet, shows the entire Simpson family enjoying the
product.
19
UnLicensed
Brand
characters
National Foods dairy dessert range “Yogo” depicts a stylised
image of a gorilla dressed in leather with prominent ‘bling’
chains, and sporting a Mohawk hair cut and headphones.
Another pack of “Yogo” features a snake with a dazed
expression and forked tongue protruding from its mouth,
enclosed in a cauldron of boiling slime like liquid. Bizarre
jungle figures surround the viper, while the gorilla watches on
saying “smells good, I wonder what’s cook’n”.
Brand characters such as ‘Tony the Tiger’ associated
Kellogg’s “Frosties” cereal, and ‘Toucan Sam’ with
Kellogg’s “Froot Loops” cereal, have been around for a long
time and consequently have high recognition. Children
become familiar with the characters associated with various
food items, and may make requests for their purchase to
parents, thus building brand loyalty.
Consumers can also purchase associated paraphernalia, for
example soft toys (although not usually at the supermarket).
Celebrities
Entertainme
nt
Sport
The “Wiggles” are a popular children’s musical group.
Images of The Wiggles were found on:
Heinz “Bakers Finest Biscuits” and “Spaghetti Shapes”
Other products with The Wiggles included Sanitarium “WeetBix Kids” and Heinz “Chunks”.
Eamon Sullivan and Emily Seebohm (Olympian swimmers)
were on many Uncle Toby’s products promoting the “Swim,
Survive, Stay Alive” awareness campaign which aimed to
reduce drowning cases across Australia. There is a link to the
Uncle Toby’s website on the package, from which consumers
are directed to another website promoting this campaign.
http://www.nestle.com.au/uncletobys/swimsurvivestayalive/Public/
Default.aspx
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Claims
about
Health &
Nutrition
Health and nutrition claims were made on both healthy and
unhealthy foods. Paradise biscuits “Uglies” bore the claim
that it contained “No Artificial Flavours and No
Preservatives”.
Sanitarium “Honey Wheat Cereal” claimed to provide “Every
Day Energy”.
Nestle breakfast cereal “Nesquik”, claimed to make “good
health easier with the great taste and goodness of
wholegrain”.
Nestle claims that Milkybar Dairy Snack is “full of milk
goodness”
2. Cross Promotions covered tie-ins with television and movies and webpages
Television
Farm Pride’s “Eggs” for children included both pictures of the
characters from Sesame Street and additionally invited
consumers to apply for a free DVD, conditional upon
purchase.
Movies
Movies
The study did not find any examples of cross promotions with
current movies. Ice Age 3 promotions had just finished prior
to the study time-frame.
“Aeroplane Jelly” displayed a website from which consumers
could obtain ideas and recipes for new and novel ways to use
the product. The children’s section suggested adding soft
drinks, sports drinks and jam to the basic gelatine product.
Webpages
“Yogo” custard desserts invited children to visit
www.yogoalley2.com were they could enter a code found of
the inside of the product sleeve. After entering personal details
children were then registered to play games, join new
adventures and win prizes.
3. Packaging Design covered lunch box size packaging, novelty packaging
Lunch box
size
packaging
John West had a 75gm containers of “Kids Tuna”, compared
to their normal 95gm containers.
21
Bega had an 8-pack of cheese finger “Stringers” individually
wrapped to maintain freshness, for school lunchboxes.
Many biscuit/snack items were found in individual serving
packages. For example “Scooby Doo cookies”, sold Hot Shots
in packs of 10. Dallas International sold “Sultana Snaps”, a
biscuit like snack food, in packs of 30.
Novelty
Packaging
Several yoghurt items were marketed in child attractive tubes
through which the product is sucked, much like a drink. Dairy
Farmers sold “Squeezie Yogurt” in a variety of flavours.
fun
Confectionary items also appeared in novel formats, for
example chocolates from Sorini presented as replicas of
sporting equipment, and also as coins.
Flavour
UniStraw produces “Sipahh”, which are straws containing
flavour additives for milk drinks.
Mixed foods Mainland’s “Munchables” consist of a container divided into
in container four sections holding cheese, cracker biscuits, confectionary
and processed meat. The die cut clear window on the outer
sleeve of the product allows children to view the actual
products inside.
4. Premiums cover give-aways (toys and games), coupons, and competitions
Toy giveaways
“Kinder Surprise” are chocolate eggs which contain a novelty
surprise toy within.
“Candy Roll” came with a miniature candy dispenser.
22
Coupons
Competitions
Kelloggs cereal products ( eg.”Cornflakes”, “Sultana Bran”,
“CocoPops”, “KTime Twists” or “LCM Bars”) offered a
coupon to the Adelaide Zoos. By buying a specially marked
and cutting out the coupon from the package, a customer could
present the coupon at a participating Zoo (when purchasing
another ticket) and receive a free ticket. Customers were
directed to www.kelloggzooentry.com.au for more
information.
“Paddle Pop” ice-creams were running their long-standing
competition “Lick-a-Prize Soak-a-Rama”, offering the chance
to win one of thousands of prizes. Customers are directed to
www.paddlepop.com.au to enter the code on the paddle-pop
stick. Before entering the competition, customers must sign up
to the site as a member. Also, by matching the pictures and
text on the sticks, prizes such as Wii consoles, free ice-cream
and holidays can be won. The competition webpage is shown
here.
5. Price Promotions cover discounts, two-for-one offers
Discount
Natural Food Company were selling confectionary for $1.99, a
savings of 56cents.
Price
reduction
“Pura Kids” milk was available for $1.88 for 2 litres, a savings
of $1.89, in other words, 2 for the price of 1.
Discount
for bulk
purchases
Yoplait yoghurt tubs bulk pack were selling for 2 packs at
$7.00, compared to $3.98 for 1 pack.
23
References
AANA 2009, Code for Advertising & Marketing Communications to Children,
www.aana.com.au, cited October 2009
Australian Association of National Advertisers (2009). Code for Advertising & Marketing
Communications to Children. Sydney, AANA.
Calvert, S. (2008). "Children as Consumers: Advertising and Marketing." The Future of
Children 18(1): 205 - 234.
Chapman, K., P. Nicholas, et al. (2006). "The Extent and Nature of Food Promotion Directed
to Children in Australian Supermarkets." Health Promot. Int. 21(4): 331-339.
Dixon, H., M. Scully, et al. (2006). "Pester Power: Snackfoods displayed at supermarket
checkouts in Melbourne, Australia." Health Promotion Journal of Australia 17(2): 124127.
Elliott, C. (2007). "Assessing 'Fun Foods': Nutritional content and analysis of supermarket
foods targeted at children." Obesity Reviews 9(4): 368-377.
Elliott, C. (2008). "Marketing Fun Foods: A profile and analysis of supermarket food
messages targeted at children." Canadian Public Policy 34(2): 259-273.
Federal Trade Commission (2008). Marketing Food to Children and Adolescents: A review of
industry expenditures, activities, and self-regulation. Washington, DC, Federal Trade
Commission.
Harris, J., J. Pomeranz, et al. (2008). "A Crisis in the Marketplace: How food marketing
contributes to childhood obesity and what can be done." Annual Review of Public
Health 30(1): 211-225
Hawkes, C. (2004). Marketing Food to Children : The global regulatory environment.
Geneva, World Health Organisation.
Hawkes, C. (2007). Marketing Food to Children: Changes in the global regulatory
environment 2004-2006. Geneva, World Health Organisation.
Hawkes, C. (2009). "Sales Promotions and Food Consumption." Nutrition Reviews 67(6):
333-342.
Heylen, M. (2009) Inner Southern Social Planning Alliance Regional Study, City of
Mitcham.http://www.mitchamcouncil.sa.gov.au/webdata/resources/files/ISSPA_Region
al_Study.pdf
Kellett, E., A. Smith, et al. (1998). The Australian Guide to Healthy Eating. Canberra,
Commonwealth Department of Health and Family Services.
Kelly, B., K. Bochynska, et al. (2008). "Internet Food Marketing on Popular Children’s
Websites and Food Product Websites in Australia." Public Health Nutrition 11: 11801187.
Landis, J. and G. Koch (1977). "The measurement of observer agreement for categorical
data." Biometrics 33: 159 - 74.
OFCOM 2007, Television Advertising of Food and Drink Products to Children,
www.ofcom.org.uk, cited October 2009
Schor, J. and M. Ford (2007). "From Tastes Great to Cool: Children's food marketing and the
rise of the symbolic." Journal of Law, Medicine & Ethics 35(1): 10-21.
Shade, L. and S. Grimes (2005). "Neopian Economics of Play: Children's Cyberpets and
Online Communities as Immersive Advertising in NeoPets." International Journal of
Media and Cultural Politics 1(2): 181-198.
Weber, K., M. Story, et al. (2006). "Internet Food Marketing Strategies Aimed at Children
and Adolescents: A Content Analysis of Food and Beverage Brand Web Sites." J AM
Diet Assoc 106(9): 1483-1487.
Which? (2007). Cartoon Heroes and Villains. London, Which?
24
Appendix 1
Food classification system adapted from Kelly et al.; (2008)
Food groups
Food
Code
Core and healthy food groups
Breads (include high fibre, low fat crackers), rice, pasta and noodles
Low sugar and high fibre breakfast cereals (<20g sugar/100g and >5g dietary fibre/100g)
Fruit and fruit products without added sugar
Vegetables and vegetable products without added sugar
Dairy - milk, yoghurt, custard (<3g/100g fat and <15g/100g sugar) and cheese and their
alternatives (e.g. soy) (including probiotic drinks)
Meat and meat alternatives (not crumbed or battered) (includes fish, legumes, eggs and nuts
and nut products, including peanut butter and excluding sugar coated or salted nuts)
Soups, salads and sandwiches (including frozen, packaged and canned and convenience
meals (<10g fat/serve), soups (<2g fat/100g, excludes dehydrated), sandwiches, mixed salads
and low fat savoury sauces (<10g fat/100g; includes pasta simmer sauces)
Bottled water (including mineral and soda water)
Non-core and unhealthy food groups
High sugar and/or low fibre breakfast cereals (>20g sugar/100g or <5g dietary fibre/100g)
Crumbed or battered meat and meat alternatives (e.g. fish fingers) and high fat frozen meals
(>10g fat/serve)
Cakes, muffins, sweet biscuits, high fat savoury biscuits, pies and pastries
Snack foods, including chips, savoury crisps, extruded snacks, popcorn, snack bars, muesli
bars, sugar sweetened fruit and vegetable products (such as jelly fruit cups, fruit straps) and
sugar coated nuts.
Fruit juice and fruit drinks
Frozen/fried potato products (excluding packet crisps)
Diary – such as custard, dairy desserts (>3g fat/100g or > 15g/100g sugar)
Ice cream and iced confection
Chocolate and confectionery (including regular and sugar-free chewing gum and sugar)
Fast food restaurants meals (include general pizza, burgers, ‘healthy’ alternatives from fast
food restaurants)
High fat/sugar/salt spreads (includes yeast extracts, excludes peanut butter), oils, high fat
savoury sauces, and instant noodles (>10g fat/100g), meal helpers (including stocks, tomato
paste) and soups (>2g fat/100g tinned and all dehydrated)
Sugar sweetened drinks including soft drinks, cordials, electrolyte drinks and flavour
additions (e.g. Milo).
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1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Appendix 2
Supermarket Content Analyses – October 2009 Food Marketing to Children
Criteria: The product must have 2 of the following criteria to be included:
Criteria
Direct claims or allusions to fun/ play/sport/physical activity/school environment on the package, pointedly
directed to children
Any form of cartoon iconography, popular personalities, pictures of children, pointedly directed to children
Tie-ins with children’s television programmes, merchandise, films or websites
The foregrounding of strange shapes, bright colours, unconventional tastes
Premium offers (competitions, games, puzzles)
Product Identification
Brand Name:
Company Name (if applicable):
Food Code:
Standardised Nutrition
Label
Per
serve
KJ
Protein
Total Fat
Saturated fat
Carbohydrates
Sugars
Dietary Fibre
Sodium
Packaging Semiotics
Bright colours
Cartoon character – Licensed ie Simpsons
Cartoon Character – Unlicensed ie generic
drawings of children, animals, sports
equipment
Celebrities – sports, movie, tv
Photos of children
Cartoonish script or crayoned font
Captions about fun/play/crazy/educational
Captions about flavour
Captions/graphic about unusual food
shape/colour/taste (novelty)
Lunchbox/kids size packs
Novelty packaging – crazy/zany
100g
Nutrition Claims
Artificial flavours/colours/preservatives
Calcium
Fat
Fibre
Fruit/ fruit juice
GI
Healthy/nutritious/goodness
Heart foundation tick
Iodine
Iron
Organic
Salt
Sugar
Vitamins
Wholewheat/grain
Cross Promotions
Tie ins with movies, tv
Directed to brands website
Directed to food companies website
Premium Promotions
Competitions – via website
Competition – via post/other
Collect tokens for reward/prize
Novelty items inside the packet– toys,
merchandise, games, colouring, stickers
Puzzles/games/colouring on the outside/sleeve
Extra Product Price Promotion
2 for 1
Bonus sized packs
Buy 1 get one free
Price Discounts
Discounted
Coupons/vouchers
26