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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<strong>Marketing</strong> <strong>Food</strong> <strong>to</strong> <strong>Children</strong> <strong>and</strong> <strong>Adolescents</strong><br />
do not generate appeal <strong>to</strong> children or adolescents because they are concerned the taste will be<br />
compromised.<br />
Several of the 44 companies submitted marketing research <strong>and</strong> media placement guidelines<br />
that <strong>to</strong>uched on gender, race, or ethnicity in marketing. For example, market research submitted<br />
by packaged food companies <strong>and</strong> QSRs examined the attractiveness of particular types of<br />
products among Hispanic, African-American, <strong>and</strong> Asian audiences, <strong>and</strong> among young girls as<br />
compared <strong>to</strong> young boys. One company conducted a focus group study of Hispanic consumers<br />
that, among other things, explored snack food usage <strong>and</strong> br<strong>and</strong> awareness among Hispanic moms<br />
<strong>and</strong> the perceived beneficial attributes of the company’s snack product by this population (e.g.,<br />
low cholesterol, zero trans fat, taste, convenience). Another company’s research suggested<br />
that snacks play different roles for girls <strong>and</strong> boys – for girls, snacks are more about fitting in,<br />
while for boys, snacks are about st<strong>and</strong>ing out. As part of a QSR’s survey of its kids’ meals,<br />
the company examined the appeal of kids’ meals <strong>to</strong> African-American <strong>and</strong> Hispanic segments<br />
as compared <strong>to</strong> the general consumer market, noting stronger ratings by African Americans<br />
<strong>and</strong> Hispanics than the general consumer on issues such as the variety of food choices offered<br />
for children <strong>and</strong> adults, <strong>and</strong> whether the food is of a high quality. Research conducted for a<br />
packaged food company observed that some of the company’s food br<strong>and</strong>s were particularly<br />
popular among urban populations, including Hispanics <strong>and</strong> African Americans, <strong>and</strong> that these<br />
groups may provide opportunities for br<strong>and</strong> growth <strong>and</strong> be responsive <strong>to</strong> certain mom-directed<br />
advertising.<br />
Market research submitted by c<strong>and</strong>y <strong>and</strong> milk marketers likewise examined issues such<br />
as product consumption in various demographic segments (e.g., girls versus boys, Hispanics,<br />
African Americans, Caucasians). One company, for example, noted an even c<strong>and</strong>y consumption<br />
pattern by boys <strong>and</strong> girls <strong>and</strong> heavier consumption among African Americans <strong>and</strong> Hispanics as<br />
compared <strong>to</strong> Caucasians. In addition, market research from milk marketers examined issues<br />
such as milk consumption <strong>and</strong> motivation <strong>to</strong> eat breakfast among adolescent girls, <strong>and</strong> milk<br />
consumption among Hispanics <strong>and</strong> African Americans, indicating, for example, relative levels of<br />
milk consumption in school districts with higher proportions of Hispanic <strong>and</strong> African-American<br />
students.<br />
Packaged food companies, QSRs, c<strong>and</strong>y <strong>and</strong> beverage companies, <strong>and</strong> a milk marketer<br />
also examined the appeal of certain media <strong>and</strong> the potential success of advertising initiatives<br />
(e.g., cross-promotions <strong>and</strong> licensed characters) among Hispanic, African-American, <strong>and</strong><br />
Asian segments of the population, <strong>and</strong> among grade school boys as compared <strong>to</strong> girls. Media<br />
guidelines submitted by one company noted particular media buying techniques <strong>to</strong> attract<br />
African-American <strong>and</strong> Hispanic consumers as compared <strong>to</strong> the general consumer market, <strong>and</strong><br />
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