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Evaluating the Nutrition Quality and Marketing of Children's Cereals

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Evaluating the Nutrition Quality and Marketing of Children's Cereals Evaluating the Nutrition Quality and Marketing of Children’s Cereals Support for this project was provided by grants from the Robert Wood Johnson Foundation and the Rudd Foundation. Cereal FACTS: Evaluating the nutrition quality and marketing of children’s cereals Authors: Jennifer L. Harris, Ph.D., M.B.A. Marlene B. Schwartz, Ph.D. Kelly D. Brownell, Ph.D. Vishnudas Sarda, M.B.B.S., M.P.H. Megan E. Weinberg, M.A. Sarah Speers Jackie Thompson Amy Ustjanauskas Andrew Cheyne, M.A. Eliana Bukofzer, M.P.H. Lori Dorfman, Dr.PH. Hannah Byrnes-Enoch Rudd Center for Food Policy and Obesity October, 2009 Acknowledgements We would like to thank the following people for their assistance in collecting, coding and analyzing the data: Amir Goren, Ph.D. Jessee Leili-Jones Carly Litzenberger Julie McComish Kathryn O’Shaughnessy Doug Ranshaus Warren Sethachutkul Cozette Tran-Caffee, M.P.P. We would also like to thank our steering committee and other advisors: Frank J. Chaloupka, Ph.D. William H. Dietz, M.D., Ph.D. Steve Fajen Thomas R. Frieden, M.D., M.P.H.* Kipling J. Gallion, M.A. Corinna Hawkes, Ph.D. Shiriki Kumanyika, Ph.D., M.P.H. Tim Lobstein, Ph.D. Susan T. Mayne, Ph.D. Lisa M. Powell, Ph.D. Mike Rayner, Ph.D. Mary Story, Ph.D., R.D. Stephen Teret, J.D., M.P.H. Ellen Wartella, Ph.D. James G. Webster, Ph.D. Jerome D. Williams, Ph.D. *Dr. Frieden served on the steering committee prior to assuming his role at the C.D.C. Thank you to our colleagues at the Rudd Center, especially Rebecca Oren, Andrea Wilson, Meredith St. John and Tricia Wynne. Finally, we thank the leadership and staff at the Robert Wood Johnson Foundation, with special thanks to the Childhood Obesity Team, including C. Tracy Orleans, Ph.D., Punam Ohri- Vachaspati, Ph.D., R.D., Stephanie Weiss, M.P.H., and David Adler. Support for this project was provided by grants from the Robert Wood Johnson Foundation and the Rudd Foundation Table of Contents List of Tables . iv List of Figures . v Executive Summary . v1 Introduction . 10 Methods . 14 Overview . 14 Nutrition quality . 15 Media advertising . 17 Internet marketing . .18 In-store marketing . 22 Cereal FACTS Index . 24 Results . 27 Overview of cereal market . .27 Cereal nutrition quality . 28 Media advertising . 31 Advertising spending . 31 Television advertising exposure . 32 Television advertising content . 35 Internet marketing . 38 Child-targeted websites . 38 Banner advertising on third party websites . 45 Social media . .47 In-store marketing . 49 Supermarket shelf space allocation and placement . 50 In-store displays and promotions . 51 Product packaging . 53 Cereal FACTS Index . 55 Discussion . 57 Endnotes . 62 Ranking Tables . 66 Appendices . 78 A. U.K. OFCOM Nutrient Profiling (NP) Model . .78 B. FACTS Index scoring calculations . 83 C. Master list of cereals and nutrition information . 87 D. Summary of marketing data by cereal and brand . 97 Cereal FACTS iii List of Tables Table 1: CFBAI better-for-you criteria for cereals . 11 Table 2: Child and family brands . 27 Table 3: Nutrition content of child, family and adult cereals . 28 Table 4: Nutrition quality comparison of child and family cereals by company . 29 Table 5: Nutrition scores for cereals approved as better-for-you under the CFBAI . 30 Table 6: Total advertising spending for child, family and adults brands and companies . 31 Table 7: Total advertising spending for child and family brands by company (excluding company level advertising) . 32 Table 8: Exposure to television advertising for child, family and adult cereals in 2008 among African American youth and youth on Spanish-language television . 34 Table 9: Television advertising content by brand for ads targeted to children . 36 Table 10: Television advertising content for family brands . .37 Table 11: Cereal company websites with content targeted to young people . 39 Table 12: Targeted visitor ratios for websites with child-targeted content . 40 Table 13: Child-targeted website content analysis . 42 Table 14: Interactive content on child-targeted web pages as of March, 2008 . 44 Table 15: Top 10 web publishers with advertising for child cereal brands . 45 Table 16: Content analysis of banner advertising for child brands . 47 Table 17: Social media presence for child and family brands . 48 Table 18: Cereals most often stocked on the middle shelf in the supermarket . 51 Table 19: In-store marketing by child, family and adult brands and company . .52 Table 20: Health messages on cereal boxes . 54 Table 21: Child and family cereals with no significant marketing activity . 56 Ranking Tables 1: Brand nutrition . 66 2: Advertising spending . 68 3: Television advertising exposure . 69 4: Child-targeted website exposure . 70 5: Banner advertising exposure . .70 6: Supermarket shelf space . 71 7: Supermarket in-store marketing . .73 8: On-package child engagement messages . .75 9: On-package health and ingredient claims . 76 10: FACTS Index . .77 Cereal FACTS iv List of Figures Figure 1: Calculating the Cereal FACTS Index . 24 Figure 2: Additional nutrition criteria for child, family and adult cereals . 29 Figure 3: Nutrition quality improvements for child, family and adult cereals . .30 Figure 4: Nutrition quality improvements for child and family cereals by company . 30 Figure 5: Exposure to child, family and adult cereal television advertising in 2008, by age . 33 Figure 6: Young people’s exposure to child and family brand advertising (excluding corporate advertising) by company in 2008 . 33 Figure 7: Young people’s exposure to television advertising: 2008 vs. 2009 projected . 34 Figure 8: Differences in television advertising content for child, family and adult cereal brands . 35 Figure 9: Brands marketed most to children on television and the internet . 49 Figure 10: Relative share of advertising and shelf space for child and family brands . 50 Figure 11: Child engagement messages on cereal boxes . .53 Figure 12: Advertising spending on child brands in 2008 . 59 Cereal FACTS v Executive Summary Extensive marketing to children for foods of poor nationally representative sample of supermarkets across nutritional quality has been identified as a con- the United States. We supplement these exposure data with content analyses to examine the messages presented tributor to the obesity crisis. The food industry in television advertisements, child-targeted websites, has responded, through the Children’s Food and banner advertising on youth-oriented websites, and cereal Beverage Advertising Initiative (CFBAI) sponsored packages. by the Council of Better Business Bureaus, with Cereal FACTS presents a comprehensive and independent pledges by most of the largest food marketers to science-based evaluation of cereal company marketing to reduce unhealthy marketing to children. The ques- children and adolescents in 2008 through early 2009: the period prior to and immediately following full implementation tion raised by health advocates is whether self-reg- of cereal company CFBAI pledges. ulatory actions such as these do in fact reduce the harm associated with unhealthy food marketing to children. Cereal FACTS addresses that question. Nutrition quality Ready-to-eat (RTE) cereals are the largest category of In spite of their pledges to reduce unhealthy marketing to packaged food marketed directly to children; in 2006, children, the large cereal companies continue to target cereal companies spent $229 million to target children and children with their least healthy products. Child cereals adolescents. In this report, we present the nutrient quality contain 85% more sugar, 65% less fiber and 60% more of cereals, evaluate the products marketed to children as sodium when compared to adult cereals. In fact, not one compared to those marketed to adults, quantify young cereal that is marketed directly to children in the United people’s exposure to cereal marketing, and describe the States would be allowed to advertise to children on television marketing practices used to reach children and their parents. in the United Kingdom. Only one, Cascadian Farm Clifford Crunch, would be eligible to be included in cereals offered We make a fundamental distinction between brands through the USDA Women, Infants and Children (WIC) marketed directly to children (i.e., child brands); those program. In addition, 42% contain potentially harmful marketed to parents and adults as appropriate to feed their artificial food dyes. children and/or families (i.e., family brands); and those marketed to adults for adult consumption only (i.e., adult All companies do have more nutritious cereals in their brands). Due to their greater vulnerability to marketing portfolios, but these cereals are marketed only to adults. influence, we begin with the assumption that products and Even the more nutritious cereals promoted for child messages used.
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