Not surprisingly, the American Advertising Federation (AAF) was quick to dispute the findings of a December 2005 Institute of Medicine (IOM) study that found food marketing to be detrimental to our nation’s youth. Exactly how this marketing influences children and youth was the focus of the IOM report Food Marketing to Children and Youth: Threat or Opportunity?, which was the most comprehensive review to date of the scientific evidence on the influence of marketing. of foods in the diets related to the health of children and young people.
Among other results, the report found that “current food and beverage marketing practices put children’s long-term health at risk. If America’s children and youth want to develop eating habits that help them avoid the onset of risk of diet-related chronic disease, should reduce their consumption of high-calorie, low-nutrient snacks, fast foods, and sugary drinks, which make up a high proportion of products marketed to them.
Noting the negative light this IOM study casts on the multibillion-dollar food marketing industry, AAF President and CEO Wally Snyder immediately challenged these findings, stating, “The food marketing industry advertising is well aware of the dangers of childhood obesity and has been committed to finding solutions to this problem for some time…food manufacturers are now promoting healthier products and active lifestyles for children.”
So who should we believe: a respected medical research organization that initiates studies with a presumed objective position, or an industry association with a vested interest in the results of relevant studies?
BlueSuitMom.com (www.blusuitmom.com) set out to answer this burning question, recently publishing the results of a survey revealing how moms feel about the marketing of baby food, the new, healthier food options they fast food restaurants and childhood obesity in general. The survey, conducted with more than 2,000 mothers, found that the majority (a total of 67%) of mothers say that “although the ads have some influence on their children, ultimately, they are the ones who make the purchase decisions for the family”.
Key findings from the BlueSuitMom.com survey include:
o 86% of moms feel that teaching their children good eating habits is one of the best lessons they can teach
o 95% of moms believe there is an obesity epidemic
o 54% of mothers want companies to help them teach their children good eating habits
o 88% do not want companies to market unhealthy food to their children
o 58% of moms say they will feed their family whatever they want, regardless of marketing messages.
o 40% of moms get nutritional information from product packaging and labels.
“Marketers need to recognize that while they’re targeting kids, it’s the moms who control the money in the household,” says Maria Bailey, founder of BlueSuitMom.com and author of “Marketing to Moms: Getting Your Share of the Trillion Dollar Market” and “Trillion Dollar Market”. Moms: Marketing to a New Generation of Moms.” “It’s time to shift the billions spent marketing baby food and focus on the gatekeeper.”
Additional findings from the BlueSuitMom.com survey include:
o 88% of mothers want restaurants that offer healthy options for their family
o 62% of moms admit they don’t always have time to feed their families healthy foods.
o 77% of mothers are more likely to choose a restaurant that offers healthy foods on the menu.
o 67% of moms say adding more fruits and vegetables to their family’s diet is extremely important
o Moms consider popcorn and nuts to be the healthiest snacks for their children besides fruits and vegetables.
o 81% of moms will spend more on healthy food options
While this and other childhood obesity-related discussions are sure to come, the good news is that we’re all TALKING about this very important topic. Such awareness and dialogue will surely affect positive change.