Nutritional quality, child-oriented marketing and health/nutrition claims on sweet biscuit, breakfast cereal and dairy-based dessert packs in Argentina

Abstract

As children are particularly vulnerable to marketing, this study analyzes marketing techniques and health/nutrition claims in food packaging and evaluates the nutritional quality in three food categories: sweet biscuits, breakfast cereals and dairy-based desserts. This descriptive study analyzed marketing techniques and claims included in food packaging (n = 301) in one of the largest retailers in Argentina. Trained researchers coded data following an adapted version of the INFORMAS protocol to account for local food packaging regulations. Nutritional quality was assessed using both Pan American Health Organization Nutrient Profile (PAHO NPM) and the WHO Regional Office for Europe Nutrient Profile (WHO Euro NPM) models. Under the PAHO model, 87% (n 262) of the product sample presented excess content of at least one nutrient (“less healthy” products), and 91% (n = 273) should not be marketed to children according to the WHO Euro model. Almost 40% of less healthy food products displayed nutrition claims on their package. Characters or celebrity endorsements, which are particularly attractive to children, featured in 32% of less healthy products, being more frequent in less healthy food products than in healthier ones. Results indicate that packaging for food products with low nutritional value often includes powerful marketing elements in Argentina, which renders young children very vulnerable to obesogenic influence. Moreover, the real nutritional value of the products analyzed were often at odds with the health claims shown on its package. Food labeling policies must be improved in Argentina to guarantee people’s health protection against deceptive advertising.

Child-directed marketing on packaged breakfast cereals in South Africa

“…Character strategies which were defined as personified animals, objects or imaginary creatures in this study were present on 10·8 % of breakfast cereals. This strategy was less prevalent on South African breakfast cereals when compared to Guatemala (31 %) ( 32 ) , Belgium (18·8 %) ( 37 ) , Chile (29·7 %) ( 13 ) and Argentina (29 %) ( 24 ) . Although SA does not have regulations on marketing, the SA National Department of Health’s draft R429 ( 38 ) of 2014 recommends that images directed at children and the inclusion of toys should not be used to advertise foods containing nutrients of concern above nutrient cut-off points, and this may account for the low use of character strategies.…”

“…Apart from regulated nutritional information, marketers control most of the information on food packages and FoP features and have the potential to influence a large proportion of consumers’ food choices and therefore affect the health of a population ( 22 ) . Amongst packaged foods, studies have shown that many of the packaged breakfast cereals are unhealthy and typically higher in sugar while low in protein and fibre ( 23 , 24 ) . On-package marketing cues, both visual and text, promoting product qualities such as taste, texture or fun elements such as enjoyment are targeted to children, and children perceive these products as tastier than a plain product ( 25 ) .…”

Efficacy of different front-of-package labeling systems in changing purchase intention and product healthfulness perception for food products in Argentina

“…This fact has particularly serious public health implications since evidence shows that many food products with low nutritional quality display nutrient and health claims in Argentina. For example, a recent study found that 40% of breakfast cereals, dairy-based desserts and cookies with low nutritional value had health or nutrient claims on their labels ( 30 ). The Argentinean Food Regulatory Code states that supplementary nutritional information, such as nutrient claims, must be consistent with mandatory label elements (e.g., ingredients and daily reference intake data).…”

“I Like the One With Minions”: The Influence of Marketing on Packages of Ultra-Processed Snacks on Children's Food Choices

“…Resonating with these observations, our participants mentioned games/puzzles as the main giveaways on food products. Although authors have described a diversity of promotions, including prizes ( 49 ), toys, and collectibles ( 11 ), games/puzzles might be convenient because of their low cost and easy access. However, this practice is worrying as it may induce children to build unhealthy food choices, as most foods with giveaways are ultra-processed ( 13 ) and the consumption of such foods starts being associated with fun.…”