Marketing Food to Children and Adolescents - Federal Trade ...

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