INDUSTRY: FOOD & BEVERAGE Amalgamated Beverage Industries - Invensys
Vivica Kraak IoM update · Reported 2006 Marketing Expenditures* to Reach Children and Adolescents...
Transcript of Vivica Kraak IoM update · Reported 2006 Marketing Expenditures* to Reach Children and Adolescents...
Vivica Kraak, M.S., R.D.The StanMark Project Meeting
Copenhagen, Denmark May 29-30, 2010
Report Background and Process
• Congressional request to CDC
• CDC asked IOM to conduct 18-month study
• 16-member committee with diverse expertise
• 18 external reviewers
• Public release of consensus report in December 2005
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Committee on Food Marketing and the Diets of Children and Youth
J. Michael McGinnis (Chair), Institute of Medicine
Daniel Anderson, University of Massachusetts, Amherst
J. Howard Beales III, George Washington University
David Britt, Sesame Workshop (retired)
Sandra Calvert, Georgetown University
Keith Darcy, Ethics Officer Association
Aimee Dorr, University of California, Los Angeles
Lloyd Kolbe, University of Indiana
Dale Kunkel, University of ArizonaPaul Kurnit, Kurnit
Communications & KidShopRobert Post, Yale Law SchoolRichard Scheines, Carnegie
Mellon University Frances Seligson, Pennsylvania
State University Mary Story, University of
Minnesota, MinneapolisEllen Wartella, University of
California, RiversideJerome Williams, University of
Texas, AustinCo-study Directors:Jennifer Gootman & Vivica Kraak
Factors Shaping Food and Beverage Consumption
Individual &Developmental
Factors
Family&
Home
School&
Peers
Neighborhood&
Community
Marketing
Product, Place,Price, Promotion
Culture & Values
Economic Factors
Public Policies
Production, Distribution, Promotion
Genetics & Biology
HealthOutcomes for
Children and YouthPhysical Activity
Diet StanMark
Marketing Mix Components and Other External Factors Influencing Diets and Health
Social Norms & CultureConsumer
Productquality, quantity
packaging, portionslabeling, health claims
Placevenues & settings
schools, retail storesmedia platforms
print, broadcast, digital mobile & social
networksPromotionchild‐directed advertising
public relationssales & trade promotion
target marketing Integrated branding strategy
Pricecompetitive positioningvending & procurement
contracts & agreements
taxes & subsidies
Legal & Regulatory
EnvironmentLobbying
Public‐P
rivate
Partners
hipsCorporate Philanthropy
Social Norms & Culture
Econom
ic
Environm
ent
Policies
Competitive
Market
Technology
Media
Evidence Review
• Multiple sources of evidence
• Peer-reviewed literature– Disciplined process to gather, classify, interpret
scientific literature– 123 out of 200 articles met evidence review
standards
• Industry and marketing sources– Articles, trade journals, popular magazines, books,
company websites, annual reports, news releases
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Marketing Strategies
• Many venues• Schools, grocery stores, malls, theaters, sporting events
• Many media vehicles• Print (magazines), broadcast (TV, DVDs), digital (Internet,
videogames, advergames, mobile phones)
• Many techniques• Branded spokescharacters, co-branding, cross-promotions,
celebrity endorsement, toys and premiums, mobile marketing, product placement
• Integrated marketing of brands, products, lifestyles across all media platforms
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Reported 2006 Marketing Expenditures* to Reach Childrenand Adolescents by Food and Beverage Category
*Expenditures for food and beverage brands by 44 of the nation’s largest food, beverage and restaurant companies.
Source: Kovacic W, Harbour P, Leibowitz J, Rosch J. Marketing Food to Children & Adolescents: A Review of Industry Expenditures, Activities, and Self-Regulation. July 2008.
Category 2006 Spending (thousands of dollars)Carbonated beverages $ 492,495
Restaurant foods and meals 293,645
Breakfast cereal 236,553
Juices and noncarbonated beverages 146,731
Snack foods 138,713
Candy and frozen desserts 117,694
Prepared foods and meals 64,283
Baked goods 62,549
Dairy products 54,475
Fruits and vegetables 11,463
Sub-total $1.62 million
Toys sold with restaurant meals 360,000
Total $1.98 million
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Age Category
Foods and Beverages for which Intakes are Inadequate
Shortfall Nutrients for which Intakes are Inadequate
Foods and Beverages for which Intakes are Excessive
Nutrients of Concern for which Intakes are Excessive
Boys and Girls Boys Girls Boys and Girls Boys Girls6-8b fruit
total vegetablesdark green and orangevegetables and legumeswhole grainstotal meat and beansmilk
potassiumfiber
potassiumfiber
french fries, fried potatoessweetened beverages (fruit juices, soda)snack foods (candy, cookies, chips)meals at quick-serve restaurants
sodiumsaturated fattotal fatadded sugarenergyc
sodiumsaturated fattotal fatadded sugarenergyc
9-13 fruittotal vegetablesdark green and orangevegetables and legumeswhole grainstotal meat and beansmilk
magnesiumpotassiumvitamins A, Efiber
calciummagnesiumphosphoruspotassiumzincvitamins A, C, Efiber
french fries, fried potatoessweetened beverages (fruit juices, soda)snack foods (candy, cookies, chips)meals at quick-serve restaurants
sodiumcholesterolsaturated fat
sodiumenergyc
total fatsaturated fat
14-18 fruittotal vegetablesdark green and orangevegetables and legumeswhole grainstotal meat and beansmilk
magnesiumpotassiumvitamins A, C, Eenergyc
fiber
calciumironmagnesiumphosphoruspotassiumzincvitamins A, C, E, B6, B12
folatethiaminenergyc
fiber
french fries, fried potatoessweetened beverages (fruit juices, soda)snack foods (candy, cookies, chips)meals at quick-serve restaurants
sodiumcholesterolsaturated fattotal fat
sodiumcholesterolsaturated fattotal fat
Adapted from: Institute of Medicine. Nutrition Standards and Meal Requirements for National School Lunch and Breakfast Programs: Phase I. Proposed Approach for Recommending Revisions. Washington, DC: The National Academies Press, 2008.
Food, Beverage and Nutrient Adequacy for the Diets of American Children and Adolescents
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IOM Evidence Review Findings
Marketing influence on dietary precursors:
• Strong evidence that television advertising influences food and beverage preferences and purchase requests of children 2–11 yrs
Marketing influence on diets:
• Strong evidence that television advertising influences short-term consumption of children 2–11 yrs
Marketing influence on diet-related health:• Food and beverage advertising on television is associated with body
fatness of children and youth.
• Strong evidence associated with adiposity in children ages 2–11 yrs and teens 12–18 yrs
IOM Report Conclusions • Along with many other intersecting factors, food and beverage marketing
influences the diets and health prospects of children and youth
• Food and beverage marketing practices geared to children and youth are out of balance with healthful diets and contribute to an environment that puts their health at risk
• Food and beverage companies, restaurants, and marketers have underutilized potential to devote creativity and resources to develop and promote food, beverages, and meals that support healthful diets for children and youth
• Achieving healthful diets for children and youth will require sustained, multisectoral, and integrated efforts that include industry leadership and initiative
• Public policy programs and incentives do not currently have the support or authority to address many of the current and emerging marketing practices that influence the diets of children and youth
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Products and Promotion
Food and beverage companies should:– Use creativity, resources and marketing practices to
promote and support more healthful diets and meals for children and youth
Food, beverage, restaurant, retail, and marketing
industry trade associations should:– Assume leadership roles in harnessing industry
creativity, resources, and marketing on behalf of healthful diets for children and youth
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Marketing Practice Standards
Food, beverage, restaurant, and marketing industries should:
• Establish and enforce the highest standards for the marketing offoods, beverages, and meals to children and youth.
– Use licensed characters only to promote foods and beverages thatsupport healthful diets for children and youth.
– Work through CARU to revise, expand, apply, enforce, and evaluate explicit industry self-regulatory guidelines beyond traditional advertising.
– CARU and the Federal Trade Commission should cooperate in evaluating and enforcing the expanded self-regulatory guidelines.
Media and Entertainment Industry
Media and entertainment industry should:• Direct its extensive power to promote healthful foods
and beverages for children and youth– Incorporate foods, beverages, and storylines that promote
healthful diets into multiple media platforms
– Serve as accurate interpreters and reporters on findings, claims, and practices related to the diets of children and youth
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Parents, Caregivers, Families
Government and the private sector should:• Create a long-term social marketing program supporting
parents, caregivers, and families in promoting healthful diets for children and youth– Direct at parents of young children (<4 years) through
marketing and widespread educational and community-based efforts
– Reliable and sustained support stream, through public-appropriated funds and counterpart cooperative support.
– Mechanism for proprietary marketing data to be available to inform social marketing program
Research
• Research capacity should be substantially better directed to review how marketing influences the food and beverage choices of children and youth. – Illuminate ways that marketing influences children’s
attitudes and behaviors – Study newer promotion techniques and venues,
healthier foods and beverages and portion sizes, product availability
– Study impact of television advertising on diet and diet-related health
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Monitoring Progress
DHHS Secretary should:• Designate a responsible agency to formally monitor and
report regularly on the progress related to the recommendations included in this report – Secretary should consult with other relevant cabinet
officers and agency heads to develop and implement required monitoring and reporting
– Secretary should report to Congress within 2 years on progress and on any additional actions necessary
Assessment of Progress Underway Dec 2005 to June 2010
• HER-commissioned paper– Kraak, Story, Wartella and Ginter
– Policy analysis of progress made toward each IOM recommendation
– Priority steps recommended to advance progress
– Target date for completion is August 2010
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Summary of Progress by Stakeholders & SectorPreliminary Findings
# Stakeholders & Sector Progress Score
1 Food & Beverage Companies 2
2 Restaurants 1
3 Industry Trade Associations 1.5
4 Marketing Practice Standards 2
5 Media & Entertainment Companies 2
6 Parents, Caregivers & Families 0
7 Schools 2
8 Government 1
9 Public & Private Research Capacity 1
10 HHS Secretary Monitor & Report on All Actions 0
Scoring System: 0 (no progress), 1 (limited progress), 2 (some progress), 3 (extensive progress)
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