Marketing to Children in Supermarkets: An Opportunity for Public Policy to Improve Children’s Diets

Jennifer L. Harris, Victoria Webb, Shane J. Sacco and Jennifer L. Pomeranz
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Jennifer L. Harris: Rudd Center for Food Policy & Obesity, University of Connecticut, Hartford, CT 06103, USA
Victoria Webb: Springfield Psychological, Philadelphia, PA 19102, USA
Shane J. Sacco: Department of Allied Health Sciences, University of Connecticut, Mansfield, Storrs, CT 06269, USA
Jennifer L. Pomeranz: College of Global Public Health, New York University, New York, NY 10003, USA

IJERPH, 2020, vol. 17, issue 4, 1-20

Abstract: Public health experts worldwide are calling for a reduction of the marketing of nutrient-poor food and beverages to children. However, industry self-regulation and most government policies do not address in-store marketing, including shelf placement and retail promotions. This paper reports two U.S.-based studies examining the prevalence and potential impact of in-store marketing for nutrient-poor child-targeted products. Study 1 compares the in-store marketing of children’s breakfast cereals with the marketing of other (family/adult) cereals, including shelf space allocation and placement, special displays and promotions, using a national audit of U.S. supermarkets. Child-targeted cereals received more shelf space, middle- and lower-shelf placements, special displays, and promotions compared with other cereals. Study 2 compares the proportion of product sales associated with in-store displays and promotions for child-targeted versus other fruit drinks/juices, using syndicated sales data. A higher proportion of child-targeted drink sales were associated with displays and promotions than sales of other drinks. In both categories, the results were due primarily to major company products. Although in-store marketing of child-targeted products likely appeals to both children and parents, these practices encourage children’s consumption of nutrient-poor food and drinks. If companies will not voluntarily address in-store marketing to children, government policy options are available to limit the marketing of unhealthy foods in the supermarket.

Keywords: food and beverage marketing; in-store marketing; childhood obesity; pester power; sugary drinks; children’s foods; food policy (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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