Marketing sugary drinks to young children… andnationalacademies.org/hmd/~/media/Files/Activity...

UCONN RUDD CENTER FOR FOOD POLICY & OBESITY November 17, 2016

Jennifer L. Harris, PhD, MBA The National Academies of Sciences

June 22, 2017

Marketing sugary drinks to young children… and their parents

UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017

Sugary drinks o Beverages that contain added sugars (in any

form) o Soda, fruit-flavored drinks, flavored waters,

sports drinks, teas, energy drinks, coffee drinks

o Sweetened milks and supplements for toddlers/young children

Definitions


Marketing (American Marketing Association) • “Activity, set of institutions, and processes for creating,

communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”

• Four P’s: Product, Price, Promotion, Place (distribution)

o Advertising: announcements and persuasive messages placed in mass media

o Product formulation, packaging, claims, promotions/ licensed characters, shelf placement, p-o-s displays

• Brand: “Customer experience represented by a collection of images and ideas”

Definitions


Food marketing works (IOM, 2005)

o Brand recall o Brand preferences oRequests to parents o Short-term consumption

Marketing effects


Path to unhealthy diet Unhealthy

Diet Food Ads

Category preferences Calories consumed Taste evaluations

Normalization Parents’ attitudes

Harris, Brownell, Bargh, 2009; Kelly, King, Chapman, et al., AJPH, 2015


• Children’s products • Marketing to children under 6

oUnique vulnerabilities o TV advertising

• Marketing to parents o Packaging, claims o Perceived healthfulness o Toddler drinks

Marketing sugary drinks


*Products marketed as intended primarily for children. Rudd Center Sugary Drink FACTS (2014)

Children’s sugary drinks*

Fruit drinks Flavored water

$851 million in sales in 2013:

34% of categories


2011 2014 # of companies/brands # of products

5/9 95

5/8 93

Calories-per-serving: median (range) kcal

60 (10-120)

60 (10-130)

Sugar: median (range) g 16 (2-29) 16 (2-33) % of products with: - Non-nutritive sweeteners - Juice

40% 32%

41% 45%

Juice content (% of products with juice)

5% (5-11%) 5% (5-11%)

Children’s drinks: Nutrition


Marketing to children under 8: inherently misleading (Harris, Graff, 2012; Pomeranz, 2010)

oUnable to understand persuasive intent (APA, 2004; IOM, 2006)

Marketing to young children


Package, games, characters


Children’s Food and Beverage Advertising Initiative (CFBAI, 2016)

“The majority of participants have policies on not engaging in advertising primarily directed to children under six”

Advertising to children under 6


Advertised on children’s TV in 2016:

CFBAI-approved products

30 kcal 8g sugar

70 kcal 17g sugar

30 kcal 8g sugar


0

10

20

30

40

50

60

70

80

2007 2010 2013 2016

Av’g

# T

V a

ds v

iew

ed b

y ag

es 2

-5

Capri Sun Fruit juice/drinkFruit drink/mixFlavored water

TV advertising to children (2-5y)

0

10

20

30

40

50

60

2007 2010 2013 2016

Other fruit drinks Sunny DKool-Aid

Rudd Center analysis of Nielsen data (2017)


99% 98%

0%

86%

5%

78% 93%

0

10

20

30

40

50

60

70

80

2007 2010 2013 2016

Av’g

# T

V a

ds v

iew

ed b

y ag

es 2

-5


Proportion on children’s TV

85% 68% 98%

73%

46%

46%

0

10

20

30

40

50

60

2007 2010 2013 2016

Other fruit drinks Sunny DKool-Aid



0

10

20

30

40

50

60

70

2007 2010 2013 2016

Av’g

# T

V a

ds v

iew

ed

Capri Sun 2-5y Fruit juice/drinkFruit drink/mixFlavored water

Targeted vs. younger children

0

10

20

30

40

50

60

70

2007 2010 2013 2016

Capri Sun 6-11y

+26%

+34%

+21%

+37%



0

5

10

15

20

25

30

35

40

45

50

2007 2010 2013 2016

Av’g

# T

V a

ds v

iew

ed b

y ag

es 2

-5


Collateral exposure?

0

5

10

15

20

25

30

35

40

45

50

2007 2010 2013 2016

Soda brands

Pepsi RegularPepsi DietCoca-Cola RegularCoca-Cola Diet

Exposure to soda ads have increased



• Average 4.3 nutrition claims per package

Marketing to parents

Rudd Center Sugary Drink FACTS (2014)


Flavored water Juice drink Juice drink Fruit drink 100% juice Sports drink

CFBAI- Approved

CFBAI- Approved

CFBAI- Approved Not approved CFBAI-

Approved Not approved

Advertised Not advertised Advertised Not

advertised Not

advertised Not

advertised

Branding


Are sugary drinks healthy?

0%

10%

20%

30%

40%

50%

60%

70%

Flavoredwater

Sportsdrinks

Fruit drinks Regularsoda

Very

/som

ewha

t hea

lthy

(par

ents

’ re

port)

Provided Did not provide36%

Munsell, Harris, Schwartz (2016)

92% of parents served sugary drinks to their child (2-5 yrs) in past month

o Average 2.4 types

80% provided 33%

40%


Brands are healthier

0%

10%

20%

30%

40%

50%

60%

70%

80%

Flavoredwater

Vitamin Water Fruit drinks Sunny D Capri Sun Sports drinks Gatorade

Very

/som

ewha

t hea

lthy

(par

ents

’ rep

ort)

Provided Did not provide

Munsell, Harris, Schwartz (2014)


Children’s drink sales

• Syndicated sales data (Symphony IRI)* • Promotions: Displays, temporary price

reductions, features • Single-serve bottled and aseptic juices

o Target market: Children vs. other oManufacturer: National advertiser vs. other oNutrition: Added sugar, non-nutritive

sweeteners only, no sweeteners

*Rudd Center, 2010 unpublished data


Product characteristics

71% 46%

0

200

400

600

800

1000

1200

Child-targeted Other products

# of

UPC

s

National advertisers Non-nutritive only

No added sweeteners

Added sugar


Incremental sales: Promotions

0

5

10

15

20

25

Price reductions:Added sugar

Price reductions: Nosweeteners

% o

f uni

t sal

es



Incremental sales: Promotions

0

5

10

15

20

25

Price reductions:Added sugar

Price reductions: Nosweeteners

Displays: Added sugar Displays: Nosweeteners

% o

f uni

t sal

es



Toddler drinks

Rudd Center, Baby Food FACTS (2016)


Nutrition content

Structure function claims: • 100% of packages • M = 2.3 per pkg


Advertising spending

2011 to 2015: Ad spending increased 22% o Toddler milk +74%

Infant formula

Toddler drinks

$0

$10

$20

$30

$40

$50

$60

2011-2012 2012-2013 2013-2014 2014-2015

Tota

l adv

ertis

ing

spen

ding

(mil)


Spanish-language ads Enfagrow, Pediasure and Nido: • Only baby/toddler food brands on

Spanish-language TV • 25% to 100% of brand spending


• No full-sugar drink ads on children’s TV in 2016

• CFBAI pledges do not protect children under 6

• Marketing likely confuses parents o Product ingredients and nutrition o Branding

• Emerging issue: sugar-sweetened toddler drinks

Conclusions


For more information: www.UConnRuddCenter.org/

marketing

Thank you!

Facebook.com/UConnRuddCenter @UConnRuddCenter

To my collaborators and the Robert Wood Johnson Foundation

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