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

Photo Credit: https://www.flickr.com/photos/design-dog/9730712923
Photo stream: https://www.flickr.com/photos/design-dog/

Top 6 reasons for unhealthy snacking

Keeping clients on track with healthy eating can be incredibly challenging, but it helps if you can "get inside the head" of the client and understand the triggers behind unhealthy snacking.

If you can understand the trigger, it's possible to offer the client a strategy or a mindset that might help them overcome unhealthy habits and adhere to healthier eating. Remember that small changes add up over time and snacking in between meals is often a stack of calories added to the daily intake.

A recent study identified the top six reasons for unhealthy snacking:

1. To enjoy a special occasion - Let's celebrate by eating a massive meal and a bottle of wine!

2. Opportunity induced eating - Someone puts a plate full of donuts in front of you at morning tea.

3. To gain energy - I feel flat, somebody give me a candy bar!

4. To reward oneself - I've eaten healthy all week, let's celebrate at KFC!

5. Because of social pressure - It's a BBQ, everyone else is drinking beer so perhaps I should have a few.

6. To cope with negative emotions - I'm feeling a bit down, a family size bar of chocolate will make me feel better. 

As a personal trainer, being able to offer clients different ways to deal with each of the above situations will help them avoid the trap of unhealthy snacking.

Graphic sourced from www.suppversity.com.

Reference:

Verhoeven, Aukje AC, et al. "It's my party and I eat if I want to. Reasons for unhealthy snacking." Appetite (2014).