Marketing to Children in Supermarkets: An Opportunity for Public Policy to Improve Children’s Diets

Abstract

Public health experts worldwide are calling for a reduction of the marketing of nutrient-poor food and beverages to children. However, industry self-regulation and most government policies do not address in-store marketing, including shelf placement and retail promotions. This paper reports two U.S.-based studies examining the prevalence and potential impact of in-store marketing for nutrient-poor child-targeted products. Study 1 compares the in-store marketing of children’s breakfast cereals with the marketing of other (family/adult) cereals, including shelf space allocation and placement, special displays and promotions, using a national audit of U.S. supermarkets. Child-targeted cereals received more shelf space, middle- and lower-shelf placements, special displays, and promotions compared with other cereals. Study 2 compares the proportion of product sales associated with in-store displays and promotions for child-targeted versus other fruit drinks/juices, using syndicated sales data. A higher proportion of child-targeted drink sales were associated with displays and promotions than sales of other drinks. In both categories, the results were due primarily to major company products. Although in-store marketing of child-targeted products likely appeals to both children and parents, these practices encourage children’s consumption of nutrient-poor food and drinks. If companies will not voluntarily address in-store marketing to children, government policy options are available to limit the marketing of unhealthy foods in the supermarket.

A rapid review of stocking and marketing practices used to sell sugar‐sweetened beverages in U.S. food stores

“…We identified 29 articles meeting review inclusion criteria 54–81 . Refer to Figure 1 for a flow diagram of search results.…”

“…Community stores with higher income consumers stocked energy shots more frequently than stores serving consumers with low income 74 . Additionally, one study found increased SSB product availability during monthly SNAP benefit issuance periods, 70 and another found a large proportion of SSB products to be child‐focused among sampled supermarkets 80 …”

“… 58,59,72 Two studies found price promotions more common among supermarkets than smaller stores 72,82 . One study suggested price promotions may be used more routinely to sell child‐focused SSB products 80 . Further, fewer SSB price promotions were applied after SSB taxation 81 .…”

“… 56 It was also reported SSB displays within supermarkets exceeded those in convenience stores, 58 and SSB display frequency in supermarkets was behind only supercenters/wholesalers 82 . Results of one study suggested displays may be used most frequently to sell SSB, especially child‐focused SSB products 80 . A higher frequency of SSB displays (or higher product prominence) was also identified during SNAP benefit issuance periods 70 .…”

“…Harris, 2020 80 Products with added sugars had a significantly higher percentage of sales from price reductions than products without added sugars. Child-focused SSB products had double the sales attributed to price promotions than products without added sugar.…”