Pester power of kids driving junk food??

Could the "pester power" of kids be a significant factor behind junk food consumption? Are time poor parents simply caving in to the demands of kids too often?

Kids drive 97% of cereal purchase.

And where are these kids learning to "want" junk food? 

Marketing to kids is huge business - "pester power" is well documented as a sales tactic, and websites like this one show the statistics from studies into how powerful kids can be when it comes to influencing a purchase.

For example it's no surprise that 98% of the time kids have an influence on which restaurant is chosen when the family eats out. Advertisers that succeed in winning over kids can generate a massive amount of money.

And it's not just TV advertising - marketing of junk to kids on the web has now become even more invasive.

This study monitored the food advertising on four popular children's websites for a period of one year. Here is a summary of what they found:

• A total of 3.4 billion food advertisements appeared on the four websites over the one year period.
• Breakfast cereals and fast food were advertised most often (64% of ads).
• 84% advertised products that were high in fat, sugar and/or sodium (salt).
• Most ads (74%) promoted brands approved by companies for child-directed advertising.
• Even the "healthy" food choices featured in ads were unlikely to meet independent nutrition standards.

So what can we learn from this? I guess two things come to mind:

1. Adults need to talk with kids about healthy food choices, and educate them. We don't want our kids to be "food obsessed" but we also don't want our kids learning about healthy eating from advertisements.
2. Next time the government or regulators talk about putting rules in place to reduce junk food advertising directed at kids, you might consider supporting it.

Reference:

Ustjanauskas, A. E., Harris, J. L. and Schwartz, M. B. (2014), Food and beverage advertising on children's web sites. Pediatric Obesity, 9: 362–372. doi: 10.1111/j.2047-6310.2013.00185.x

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