Marketing strategies are often used to promote foods and drinks that are high in fat, sugar and/or salt to children. This can undermine parents’ efforts to develop healthy habits in their kids. In a recent Ask the Professor article, we explored online marketing to children. Now, we're going to explore marketing to children in the grocery store.
Most adults can relate to the experience of having a small child “pester” them at the grocery store to buy a specific item. Research has shown that kids do have significant influence on household purchases. So how does this happen?
- Children first learn about different brands of foods and drinks through TV and online ads. By using child-friendly characters, collectables and/or competitions, the ads spark childrens' interest in the product.
- Then, at the grocery store, a combination of colorful and playful product packaging, and strategic product placement, such as on the lower shelves and near the check-out, is used to get kids’ attention.
- Finally, to make it easier for parents to make the purchase, these items are often on sale.
A recent study found that these tactics are often used for two products that contain added sugar: children’s breakfast cereal and fruit-flavored drinks.
So, what can parents do? Here are a few ideas:
- Involve kids in planning meals and making the shopping list. This can be a fun way for them to begin learning about food and nutrition.
- If you can’t leave your kids at home while you shop, give them a hearty snack beforehand and take a full reusable water bottle with you.
- Avoid in-store marketing altogether by ordering your groceries online for curbside pick-up or delivery. This may also help to reduce unplanned impulse purchases.
This article was written and reviewed by Rethink Your Drink ÁùºÏ±¦µä’s team of dietetic professionals. To learn more about making healthier drink choices, , . To suggest a newsletter topic, write to RethinkYourDrinkÁùºÏ±¦µä@unr.edu, and receive a free, healthy drink recipe book.
Jamie Benedict, Ph.D., R.D.N., is a professor with Rethink Your Drink, a program offered by the College of Agriculture, Biotechnology & Natural Resources' Department of Nutrition in collaboration with .
The program is funded by USDA’s Supplemental Nutrition Assistance Program — SNAP. SNAP provides nutrition assistance to people with low income. It can help you buy nutritious foods for a better diet. To find out more, contact 800-992-0900.
