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USE OF MARKETING TECHNIQUES ON A SELECTED SAMPLE OF FOOD PACKAGES IN ARGENTINA
Background and objectives: Marketing of unhealthy foods plays an important role in the rising prevalence of childhood obesity. Product packaging is a significant marketing method. The objective of our study was to investigate marketing techniques (characters and premium offers) used on food packages...
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Published in: | Annals of nutrition and metabolism 2017-10, Vol.71 (Suppl. 2), p.797 |
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Main Authors: | , , , , , |
Format: | Article |
Language: | English |
Subjects: | |
Online Access: | Get full text |
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Summary: | Background and objectives: Marketing of unhealthy foods plays an important role in the rising prevalence of childhood obesity. Product packaging is a significant marketing method. The objective of our study was to investigate marketing techniques (characters and premium offers) used on food packages of a selected sample of products. Methods: Data for breakfast cereals, cookies and milk desserts was collected at a major supermarket chain in Argentina in June 2016. Pictures were taken on the front, sides and back of all products, including Nutrition Information Panel (NIP) and ingredient list. We translated and adapted the internationally standardised International Network for Food and Obesity/Non-Communicable Diseases Research, Monitoring and Action Support (INFORMAS) protocol. Pictures and nutrient data from the NIP were entered into a food database designed and tested for this study. For the analysis of nutritional quality we used the PAHO and the WHO Europe nutrient profiles (NP) models. Statistical analysis were conducted using R Statistical software. Results: We analyzed 301 food packages: 42 breakfast cereals, 209 cookies and 50 milk desserts. Premium offers were found in 18% (n=55) of all products, 45% of this were found on the front side of the packages (n=25). Promotional characters appeared on 32% (n=95) of all products, of those 69% (n=56) appeared on the front side of the package. In each category, 62% (n=31) of breakfast cereals, 25% (n=52) of cookies and 62% (n=31) of milk desserts featured promotional promotional characters, and 2% (n=1) of breakfast cereals, 16% (n=33) of cookies and 42% (n=21) of milk desserts included premium offers. Products with one excess nutrient (PAHO NP model) had significantly more promotional characters and premium offers (p |
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ISSN: | 0250-6807 1421-9697 |
DOI: | 10.1159/000480486 |