PLACE: A SUGAR-SWEETENED BEVERAGE ALWAYS AT YOUR FINGERTIPS

SUGAR-SWEETENED BEVERAGE MARKETING UNVEILED

VOLUME 1 VOLUME 2 VOLUME 3 VOLUME 4

SUMMARY

Sugar-sweetenedbeveragesarewidelydistributedandenhancedthroughtheirin-storepositioningandadvertisingsalesonthepre-mises.Thisomnipresencemakesthemincreasinglyaccessible,especiallyforyoungpeople.

• Supermarkets

• Convenience stores

• Service stations

• Restaurants

• Vending machines

• Cinemas

• Train & bus stations

• Parks

• Drugstores

• Arenas

• Sports centres

• Outdoor

• Schools

• Universities

• Hospitals

• Etc.

Why?• 75%ofbuyingdecisionsinalargestoreorsuper-

market are made at point-of-sale, and 53% ofthose decisions represent impulse buys.1

• Approximately20%of customersbuya categoryof product that they had no intentionof buyingwhentheywalkedinintothestore.2

• Youngpeopleare responsible for30%to40%ofthe products that end up in the cart when they go grocery shopping with their parents.3

• In 2006 in the United States, food companiesspentUS$ 195million on targeting children andteensatpointsofsale.4

How?Shelf space and availability of SSBs in the the most sought after locations:Largedrinksections,endsofaisles,refrigeratorsnearcheckouts,cross-placementwithready-to-eat foods,positioningattheeyelevelofthetarget,displayracksnearcheckoutsandatendsofaisles,etc.

Point-of-sale advertising and aggressive marketing: Posters, mini-posters on shelves, window stickers,displayracks,brandlogosonpermanentfixturessuchas refrigerators, discount couponsbeside the targetproduct, free standing display dedicated to a singleproduct, umbrellas, etc.

THEY’RE EVERYWHERE!

POINT-OF-SALE IMPACT

Retailers and RestaurantsThereisnolawatpresentgoverningpoint-of-salepromotion.However, minimizing the visibility of sugar-sweetenedbeveragesbylimitingin-storeadvertisingorthespaceallottedtothemwouldbeamajorstepindenormalizingtheseproducts.

Moreover,fastfoodestablishmentstendtooffersystematicallysugar-sweetened beverages to customers.

• Encourage retailers to review their display policy to limitexposure of children and teenagers to sugar-sweetenedbeverages.

• Encourage restaurants andespecially fast food chains, tooffer and promote systematically more nutritious drinks(water, milk, 100% pure fruit juice) instead of sugar-sweetened beverages.

MunicipalTheconsumptionofenergy drinks by children and teens is a growing concern. However, themassive availability of thesebeverages tends to normalize their consumption. A numberof municipalities in Quebec have therefore decided to takeaction.Amqui,Causapscal,Rimouski,Havre-Saint-Pierre,Sala-berry-de-Valleyfield, Roberval,Mont-Saint-Hilaire and Sague-naynowprohibitthesaleofenergydrinks intheirmunicipalestablishments.

Othermunicipalities are also taking concrete action to limitorprohibitthesaleofcertainsugar-sweetened beverages in their establishments.

• Prohibitthesaleofenergydrinksinsportsestablishmentsandplacesfrequentedbyyoungpeople.

• Limit the distribution of sugar-sweetened beverages inmunicipal establishments frequented by young people(arenas,communitycentres,etc.)andoffersystematicallymorenutritiousalternatives.

ProvincialProvincialgovernmentshavethepowertoprohibitthesaleofsugar-sweetened beverages in buildings under provincial juris-diction,assomehavedonealreadyinschoolsandhealthesta-blishments.However,SSBscanstillbefoundinsomeofthem.Given their role, these public establishments should lead by example.

Provincesalsohavethepowertoregulatethedistributionofcertain products, such as energy drinks, to prohibit sale tominors. Given the potential dangers related to energy drinkconsumption, some countries have taken drastic measuresby prohibiting the sale of these products, such as DenmarkandUruguay,orbyrestrictingyoungpeople’saccesstothem,suchasSwedendidbyprohibitingthesaleofenergydrinkstochildrenundertheageof15.5

Lastbutnotleast,thepresenceofsugar-sweetenedbeveragesindrugstorescancreateconfusionamongcustomersandnor-malizetheconsumptionofthesebeverages.

• Prohibitthesaleofsugar-sweetenedbeveragesinbuildingsunderprovincialjurisdiction,particularlythosefrequentedbyyoungpeople(hospitals,schools,etc.).

• Prohibit thesaleofenergydrinkstothoseundertheageof18.

• Explore the feasibility of restricting the sale of sugar-sweetened beverages in drugstores.

FederalThefederalgovernmentcanleadbyexamplebytakingconcretemeasurestorestricttheavailabilityofsugar-sweetenedbeve-rages in its buildings.

• Prohibitthesaleofsugar-sweetenedbeveragesinbuildingsunderfederaljurisdiction,particularlythosefrequentedbyyoungpeople(airports,nationalparks,etc.).

RECOMMENDATIONS

How can these beverages be considered exceptional items when they are readily available everywhere and marketed aggressively?

As the consumption of sugar-sweetened beverages is associated with obesity and many other health problems, decision-makers of the industry and of all levels of government should limit the availability, visibility and attractiveness of SSBs, especially in places frequented by young people.

The report “Sugar-Sweetened Beverage Marketing Unveiled” is a central component of the project entitled “A Multidimensional Approach to Reducing the Appeal of Sugar-Sweetened Beverages” launched by the Association pour la santé publique du Québec and the Quebec Coalition on Weight-Related Problems as part of the 2010 Innovation Strategy of the Public Health Agency of Canada.

This project is based on a major pan-Canadian partnership involving:• the Réseau du sport étudiant du Québec• theFédérationdusportfrancophonedel’Alberta• theSocialResearchandDemonstrationCorporation• the Université Laval• thePublicHealthAssociationofBritishColombia• theOntarioPublicHealthAssociation

ThissummaryhasbeenmadepossiblebyafinancialcontributionfromthePublic Health Agency of Canada. The opinions expressed here do not ne-cessarilyreflecttheofficialpositionofthePublicHealthAgencyofCanada.

1. Dagenais,B.(2008).La publicité: Stratégie et placement média – Ou comment choisir la campagne multimédia la plus efficace(Frenchonly)[Advertising:Mediastrategyandplacement–Orhowtochoosethemosteffectivemultimediacampaign].Pressesdel’UniversitéLaval,2008.

2. PresentationbyStéphaneDrouin,PresidentofSVM(2012).JournéeInfopresseMarketingetAlimentation–April18,2012(Frenchonly).ConsultedonApril18,2012,athttp://post.infopresse.com/2012/jip_mktalimentation/jip_stephanedrouin.pdf

3. Dagenais,B.(2008).La publicité : Stratégie et placement média – Ou comment choisir la campagne multimédia la plus efficace.(Frenchonly)[Advertising:Mediastrategyandplacement–Orhowtochoosethemosteffectivemultimediacampaign].Pressesdel’UniversitéLaval,2008.

4. FederalTradeCommission(2008).Marketing Food to Children and Adolescents. A Review of Industry Expenditures, Activities, and Self-Regulation. A Report to Congress.ConsultedonAugust10,2011,atwww.ftc.gov/os/2008/07/P064504foodmktingreport.pdf

5. Seifert, S.M., Schaechter, J. L., Hershorin, E. R.& Lipshultz, S. E. (2011). "Health Effects of EnergyDrinks onChildren,Adolescents, and YoungAdults."Pediatrics.ConsultedonMarch27,2012,athttp://pediatrics.aappublications.org/content/early/2011/02/14/peds.2009-3592.full.pdf+html

BIBLIOGRAPHY

Phone: 514598-8058Fax: 514528-5590Email: info@cqpp.qc.caWeb Site: www.cqpp.qc.ca

Address:4126,St-DenisStreet,suite200Montréal(Québec)H2W2M5

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LE PRIX : UN ARGUMENT PAYANT

LES DESSOUS DU MARKETING DES BOISSONS SUCRÉES

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SOMMAIRE

PLACE: A SUGAR-SWEETENED BEVERAGE ALWAYS AT YOUR FINGERTIPS

SUGAR-SWEETENED BEVERAGE MARKETING UNVEILED

VOLUME 1 VOLUME 2 VOLUME 3 VOLUME 4

DISCOVER WHAT LIES BEHIND THE MARKETING OF SUGAR-SWEETENED BEVERAGES!

Seethefullreportinthe“Sugar-Sweetened Beverages/Marketing”sectionat www.cqpp.qc.ca.

Identify the strategies associated with the placement of sugar-sweetened beverages and their aggressive place-of-sale marketing. Explore measures that could be taken to limit the availability, visibility and attractiveness of sugar-sweetened beverages, especially in places frequented by young people.