Upload
others
View
5
Download
0
Embed Size (px)
Citation preview
Marketing to Kids (M2K) and SSB
• Marketing unhealthy food and beverages to children and youth persuades them to consume products which harm their health
• Children and youth are particularly susceptible to the influence of marketing and therefore the M2K of unhealthy products is unethical and should be prohibited
• M2K of SSB is a significant problem because of the negative health consequences of SSB consumption and the targeting of children and youth by Big Beverage
M2K and SSB: Health
• Sugar Sweetened Beverages (SSB) aka Sugary Drinks (SD): Beverages with added sugar (sucrose: glucose and fructose or HFCS: glucose and fructose)
• High caloric density: 0.4 cals /ml or 240 cals per 591 ml bottle
• Evidence indicates that the obesity epidemic is driven by excess caloric intake (not inadequate activity)
M2K and SSB: Health
• Humans tend not to compensate for liquid calories by reducing solid calorie intake and may even be stimulated to overeat
• SSB are uniquely problematic: calorically dense but are non satiating and poorly compensated for and have a strong link with excess wt gain
M2K and SSB: Health
• AHA recommends a maximum “added sugar” intake of 100 cals per day for women and 150 cals per day for men
• Based on link between sugar and unhealthy weights
• WHO recommends that daily “free sugars” not exceed 10% of total daily caloric intake (200 cals for women– 250 cals for men) and consider dropping to 5% in the future
• WHO recommendation based on link between free sugars and obesity as well as dental caries
M2K and SSB: Health
• Aside from obesity, there is increasing concern regarding the link between added sugar consumption and chronic disease
• Even in healthy weight individuals SD consumption is linked with CVD, DM2 and hypertension
• Despite their health dangers SSB are marketed as thirst quenchers often to be consumed with meals
M2K and SSB
• No data on SSB marketing expenditures in Canada
• In U.S. over $500 million per year (2006)
• 45% of all marketing dollars spent on teens was for SSB
• Expect similar % in Canada as teens are a primary target
M2K and SSB
• Sprite has launched an international campaign calling younger consumers to listen to their own desires and follow their own truths. The effort dubbed “Obey You” includes a series of 20 films...
• “Sprite has always shunned advertising clichés, choosing instead to encourage teens to obey their thirst…. to be true to who they are and what they do – bringing the world the ultimate in honest-to-goodness refreshment,” Jonathan Mildenhall, VP, global advertising strategy and content excellence, The Coca-Cola Company.
M2K and SSB
• Marketing Works – 60% of Canadians drink SSB
• 17% of Quebec preschoolers consumed SSB daily (Dubois, J Am Diet Assoc. , 2007)
• 80% of teens consume SSB and 20% of male teens drink SSB daily (WHO, HBSC 2005/6)
• Average SSB serving size for male teens is 700 mls ( 280 calories) (Stats Can, November, 2008)
• 14 year old male would have to jog for 40 minutes to burn off these calories
• Whereas an excess of 150 cal/day results in a gain of a pound of fat/month
M2K and SSB: Industry Response
• International Council of Beverage Associations, Canadian Beverage Association, CTF, Montreal Tax institute, Fraser Inst.
• No scientific consensus on link between SDs and obesity and other health risks
• No single food should be blamed
M2K and SSB: Industry Response
• “Clear on Calories” front of package labelling allows customer to make an “informed choice”
• Major problem is inadequate physical activity - Participaction
• Taxes are regressive, ineffective, have negative impact on jobs and are unpopular
• Industry is self regulating marketing
• Per capita consumption of “ready to drink” soft drinks dropping over last 15 years – but obesity rates stable
• “soft drinks” refers to carbonated ready to serve • Excludes “fruit drinks”, iced tea, slushies and fountain drinks • If fountain drinks included the per capita consumption is stable
at over 110 L/pp/yr
Canadian SSB Consumption
• 110 Liters PPY includes every man, woman and child in Canada between the ages of 2 and 95
• Exclude the 40% of Canadians who don’t drink SSB and consumption amongst drinkers is 183 LPPY – 500 mls/day or an extra 200 cals/day
• 20% of male teens consume 700 mls/d – 255 LPPY
• “Heavy users” are most important -Todd Putman, former Coke marketing exec : “How can we drive more ounces into more bodies more often?” (Salt Sugar Fat, Michael Moss)
4 P’s of Marketing: Product, Placement, Promotion and Price
• SSB are engineered for taste appeal, they are widely available and are effectively marketed
• SSB have become increasingly affordable over the last 30 years
U.S. Data
$1.00
$1.20
$1.40
$1.60
$1.80
$2.00
$2.20
$2.40
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Pri
ce (
Can
adia
n D
olla
rs)
Canadian Journal of Diabetes - Costs of Milk Versus Soda Beverages
Partly Skimmed Milk (1litre)
Soft Drinks, cola type (2litre)
Soft Drinks, lemon-limetype (2 litre)
Consumer Price Index
Chart adapted from: S. Buhler, et. al., (2013). Building a Strategy for Obesity Prevention One Piece at a Time: The Case of Sugar-Sweetened Beverage Taxation. Canadian Journal of Diabetes.
POP IS CHEAP
Interventions to Reduce Consumption
• Counter marketing – PHAC beverage cartoon pulled after CBA complaints – dwarfed by “Big Beverage” spending
• School based education
• Restrict sales – schools and recreation centers
• Increase availability of water fountains
• Labelling information
• Restrict marketing
• Taxation – Mexico and France
Price Matters