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

Table of Contents

Executive Summary

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

Marketing and promotion ? the devil' s activity?

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�c

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 method90

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

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 100

List of Tables

Table 2.1: The health eating balance, according to the UK government' s National Food Guide34

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? 93

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