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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
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
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
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
Food marketing works (IOM, 2005)
o Brand recall o Brand preferences oRequests to parents o Short-term consumption
Marketing effects
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
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
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
• 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
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
*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
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
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
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
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
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
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
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
Advertised on children’s TV in 2016:
CFBAI-approved products
30 kcal 8g sugar
70 kcal 17g sugar
30 kcal 8g sugar
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
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)
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 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
Capri Sun Fruit juice/drinkFruit drink/mixFlavored water
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
Rudd Center analysis of Nielsen data (2017)
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
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%
Rudd Center analysis of Nielsen data (2017)
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
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
Capri Sun Fruit juice/drinkFruit drink/mixFlavored water
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
Rudd Center analysis of Nielsen data (2017)
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
• Average 4.3 nutrition claims per package
Marketing to parents
Rudd Center Sugary Drink FACTS (2014)
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
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
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
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%
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
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)
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
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
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
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
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
Incremental sales: Promotions
0
5
10
15
20
25
Price reductions:Added sugar
Price reductions: Nosweeteners
% o
f uni
t sal
es
Child-targeted Other products
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
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
Child-targeted Other products
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
Toddler drinks
Rudd Center, Baby Food FACTS (2016)
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
Nutrition content
Structure function claims: • 100% of packages • M = 2.3 per pkg
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
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)
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
Spanish-language ads Enfagrow, Pediasure and Nido: • Only baby/toddler food brands on
Spanish-language TV • 25% to 100% of brand spending
UCONN RUDD CENTER FOR FOOD POLICY & OBESITY June 22, 2017
• 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