marketing to kids (m2k) and ssb - healthy weights for...

Marketing to Kids (M2K) and SSB

• Marketing unhealthy food and beverages to children and youth persuades them to consume products which harm their health

• Children and youth are particularly susceptible to the influence of marketing and therefore the M2K of unhealthy products is unethical and should be prohibited

• M2K of SSB is a significant problem because of the negative health consequences of SSB consumption and the targeting of children and youth by Big Beverage

M2K and SSB: Health

• Sugar Sweetened Beverages (SSB) aka Sugary Drinks (SD): Beverages with added sugar (sucrose: glucose and fructose or HFCS: glucose and fructose)

• High caloric density: 0.4 cals /ml or 240 cals per 591 ml bottle

• Evidence indicates that the obesity epidemic is driven by excess caloric intake (not inadequate activity)

M2K and SSB: Health

• Humans tend not to compensate for liquid calories by reducing solid calorie intake and may even be stimulated to overeat

• SSB are uniquely problematic: calorically dense but are non satiating and poorly compensated for and have a strong link with excess wt gain

M2K and SSB: Health

• AHA recommends a maximum “added sugar” intake of 100 cals per day for women and 150 cals per day for men

• Based on link between sugar and unhealthy weights

• WHO recommends that daily “free sugars” not exceed 10% of total daily caloric intake (200 cals for women– 250 cals for men) and consider dropping to 5% in the future

• WHO recommendation based on link between free sugars and obesity as well as dental caries

M2K and SSB: Health

• Aside from obesity, there is increasing concern regarding the link between added sugar consumption and chronic disease

• Even in healthy weight individuals SD consumption is linked with CVD, DM2 and hypertension

• Despite their health dangers SSB are marketed as thirst quenchers often to be consumed with meals

M2K and SSB

• No data on SSB marketing expenditures in Canada

• In U.S. over $500 million per year (2006)

• 45% of all marketing dollars spent on teens was for SSB

• Expect similar % in Canada as teens are a primary target

M2K and SSB

• Sprite has launched an international campaign calling younger consumers to listen to their own desires and follow their own truths. The effort dubbed “Obey You” includes a series of 20 films...

• “Sprite has always shunned advertising clichés, choosing instead to encourage teens to obey their thirst…. to be true to who they are and what they do – bringing the world the ultimate in honest-to-goodness refreshment,” Jonathan Mildenhall, VP, global advertising strategy and content excellence, The Coca-Cola Company.

M2K and SSB

• Marketing Works – 60% of Canadians drink SSB

• 17% of Quebec preschoolers consumed SSB daily (Dubois, J Am Diet Assoc. , 2007)

• 80% of teens consume SSB and 20% of male teens drink SSB daily (WHO, HBSC 2005/6)

• Average SSB serving size for male teens is 700 mls ( 280 calories) (Stats Can, November, 2008)

• 14 year old male would have to jog for 40 minutes to burn off these calories

• Whereas an excess of 150 cal/day results in a gain of a pound of fat/month

M2K and SSB: Industry Response

• International Council of Beverage Associations, Canadian Beverage Association, CTF, Montreal Tax institute, Fraser Inst.

• No scientific consensus on link between SDs and obesity and other health risks

• No single food should be blamed

M2K and SSB: Industry Response

• “Clear on Calories” front of package labelling allows customer to make an “informed choice”

• Major problem is inadequate physical activity - Participaction

• Taxes are regressive, ineffective, have negative impact on jobs and are unpopular

• Industry is self regulating marketing

• Per capita consumption of “ready to drink” soft drinks dropping over last 15 years – but obesity rates stable

• “soft drinks” refers to carbonated ready to serve • Excludes “fruit drinks”, iced tea, slushies and fountain drinks • If fountain drinks included the per capita consumption is stable

at over 110 L/pp/yr

Canadian SSB Consumption

• 110 Liters PPY includes every man, woman and child in Canada between the ages of 2 and 95

• Exclude the 40% of Canadians who don’t drink SSB and consumption amongst drinkers is 183 LPPY – 500 mls/day or an extra 200 cals/day

• 20% of male teens consume 700 mls/d – 255 LPPY

• “Heavy users” are most important -Todd Putman, former Coke marketing exec : “How can we drive more ounces into more bodies more often?” (Salt Sugar Fat, Michael Moss)

4 P’s of Marketing: Product, Placement, Promotion and Price

• SSB are engineered for taste appeal, they are widely available and are effectively marketed

• SSB have become increasingly affordable over the last 30 years

U.S. Data

$1.00

$1.20

$1.40

$1.60

$1.80

$2.00

$2.20

$2.40

1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

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Canadian Journal of Diabetes - Costs of Milk Versus Soda Beverages

Partly Skimmed Milk (1litre)

Soft Drinks, cola type (2litre)

Soft Drinks, lemon-limetype (2 litre)

Consumer Price Index

Chart adapted from: S. Buhler, et. al., (2013). Building a Strategy for Obesity Prevention One Piece at a Time: The Case of Sugar-Sweetened Beverage Taxation. Canadian Journal of Diabetes.

POP IS CHEAP

Interventions to Reduce Consumption

• Counter marketing – PHAC beverage cartoon pulled after CBA complaints – dwarfed by “Big Beverage” spending

• School based education

• Restrict sales – schools and recreation centers

• Increase availability of water fountains

• Labelling information

• Restrict marketing

• Taxation – Mexico and France

Price Matters