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

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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 56
Food Marketing Activities Directed to Children and Adolescents research submitted by another company indicated that ads with a strong national market also perform well among Hispanics. Some research took note that product promotions involving certain licensed characters have higher awareness or performance ratings among Hispanics and African Americans than do other promotions. Market research also examined the relative performance of television commercials, cross-promotions, other advertising campaigns, and promotional concepts among girls versus boys, observing certain themes, images, characters, modes of participation, and prizes with particular gender appeal. D. Marketing Directed to Children or Adolescents by Gender, Race, Ethnicity, or Income Level The target companies were also required to report on any promotional activities and expenditures in 2006 that were directed to youth of a specific gender, race, ethnicity, or income level. Several of the 44 companies reported that certain promotional campaigns and techniques were directed to general audiences, including youth, of a particular gender, race, or ethnicity, and some companies reported on specific campaigns directly targeting youth of a particular gender, race, or ethnicity. No companies reported targeting their promotions specifically based on income level. 87 The range of marketing activities reported included Spanish-language advertising on television and radio, in print media, and on the Internet; athletic and other event sponsorship; as well as packaging, in-store, premiums, character licensing, school-related marketing, and philanthropic endeavors. Approximately half of the companies stated they did not market based on gender, race, or ethnicity. Fifteen companies were able to calculate a specified amount of expenditures earmarked for targeting youth of a particular gender, race, or ethnicity, and those numbers totaled approximately $28.6 million. Other companies reported relevant marketing activities based on gender, race, and ethnicity, but stated they were unable to allocate the expenditures. A few companies also submitted market research and media placement guidelines that examined issues related to gender, race, and ethnicity. 1. Television, Print, Radio, and Internet In 2006, some companies reported television advertising directed to Hispanic or African- American youth audiences. For example, two packaged food companies reported Hispanic- directed television advertising for certain breakfast cereal brands, and one also reported breakfast cereal television advertising directed to a general African-American audience, including youth. Another company reported a television advertising campaign for a snack chip brand directed to African-American adult women that, based on advertising placement, resulted in expenditures 57
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FEDERAL TRADE COMMISSION Marketing
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Report Contributors Bureau of Consu
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List of Figures Figure II.1: Report
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