Marketing Food to Children and Adolescents - Federal Trade ...
Marketing Food to Children and Adolescents - Federal Trade ...
Marketing Food to Children and Adolescents - Federal Trade ...
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promotions that used cross-<br />
promotions. For QSRs, the<br />
cost of promotional activities<br />
that used cross-promotions<br />
comprised 46% of their child-<br />
directed marketing expenditures.<br />
In <strong>to</strong>tal, more than 78% of all<br />
cross-promotion expenditures for<br />
the reported br<strong>and</strong>s were youth<br />
directed.<br />
In terms of dollars<br />
expended, Table II.3 shows that<br />
QSRs reported $74.4 million in<br />
child-directed cross-promotions,<br />
followed by producers of<br />
breakfast cereals ($56.2 million),<br />
snack foods ($17.1 million),<br />
prepared foods ($8.6 million),<br />
dairy products ($8.5 million),<br />
<strong>and</strong> baked goods ($5.6 million).<br />
The QSR figure would exceed<br />
$430 million if self-liquidating<br />
premiums were considered a<br />
reportable expense under the<br />
Special Order. 53 These sums<br />
dwarf the $4 million spent by<br />
the fruit <strong>and</strong> vegetable producers<br />
<strong>to</strong> implement child-directed<br />
cross-promotions, as shown in<br />
Figure II.17.<br />
Expenditures for <strong>Marketing</strong> <strong>Food</strong> <strong>to</strong> <strong>Children</strong> <strong>and</strong> <strong>Adolescents</strong><br />
Companies in several food <strong>and</strong> beverage categories reported teen-directed expenditures for<br />
cross-promotions that were not substantially duplicative of expenses reported as child directed.<br />
These categories included snack foods ($12.7 million), c<strong>and</strong>y/frozen desserts ($3.2 million), <strong>and</strong><br />
carbonated beverages ($8.9 million).<br />
Table II.3: Reported Child <strong>and</strong> Teen <strong>Marketing</strong> That Uses<br />
Cross-Promotions, Ranked by Percentage<br />
Child 2-11<br />
<strong>Food</strong> Category<br />
25<br />
Total Reported<br />
Child 2-11<br />
<strong>Marketing</strong> ($1000)<br />
Reported <strong>Marketing</strong> That Uses<br />
Cross-Promotions<br />
Value ($1000) Percentage<br />
Fruits & Vegetables 8,410 3,977 47.3<br />
Restaurant <strong>Food</strong>s 161,479 74,404 46.1<br />
Dairy Products 29,572 8,474 28.7<br />
Breakfast Cereal 228,983 56,247 24.6<br />
Snack <strong>Food</strong>s 112,607 17,123 15.2<br />
Prepared <strong>Food</strong>s & Meals 59,821 8,584 14.3<br />
Baked Goods 61,147 5,648 9.2<br />
C<strong>and</strong>y/Froz. Desserts 60,708 4,224 7.0<br />
Juice & Non-carbonated Bevs. 70,432 3,343 4.7<br />
Carbonated Beverages 77,171 225 0.3<br />
TOTAL 870,329 182,249 20.9<br />
Teen 12-17<br />
<strong>Food</strong> Category<br />
Total Reported<br />
Teen 12-17<br />
<strong>Marketing</strong> ($1000)<br />
Reported <strong>Marketing</strong> That Uses<br />
Cross-Promotions<br />
Value ($1000) Percentage<br />
Breakfast Cereal 71,266 32,495 45.6<br />
Snack <strong>Food</strong>s 51,354 12,660 24.7<br />
Fruits & Vegetables 6,236 958 15.4<br />
Dairy Products 38,307 5,315 13.9<br />
Baked Goods 39,649 3,292 8.3<br />
Prepared <strong>Food</strong>s & Meals 17,931 1,220 6.8<br />
C<strong>and</strong>y/Froz. Desserts 98,998 3,169 3.2<br />
Carbonated Beverages 474,192 8,909 1.9<br />
Restaurant <strong>Food</strong>s 145,008 1,420 1.0<br />
Juice & Non-carbonated Bevs. 108,606 658 0.6<br />
TOTAL 1,051,546 70,096 6.7