DUBLIN, Ireland--(BUSINESS WIRE)--July 13, 2004--Research and Markets (http://www.researchandmarkets.com) has announced the addition of Kids and Obesity: Health Issues and Ethical Food and Drinks Marketing to children under 16 years old to their offering.
Kids and Obesity: Health issues and ethical food and drinks marketing to children under 16 years old examines the profit opportunities and threats that companies which manufacture and market food and drinks products to children face over the next 3 years. The report analyses the factors behind the rising levels of obesity, revealing actionable alternatives to more responsible marketing, promotion and new product development strategies.
This brand new issue-based report will allow you to pin-point unique trends in new product development over the last six months revealing how new product development strategies can help increase your product sales in light of the kids and obesity epidemic. Uncover the future in marketing to children strategies over the next three years, with industry opinion from over 4000 senior executives in the global food and drink industry and analyse unique in-depth case-studies from the biggest players in food and drink: BBC Worldwide, McDonald's, Walkers and Kraft foods revealing how they are working to change their marketing strategies to children.
Table of Contents
Introduction to the complex issues of targeting kids, health, obesity, food and drinks 11
Marketing and promotion - the devil's activity? 12
Case studies: companies working to change their marketing techniquesto children 12
Tackling the issues - the industry and consumers 13
Taking the pulse of the industry - Business Insights' research 14
Chapter 1 Introduction to the Complex Issues of Targeting Kids, Health, Obesity, Food and Drinks 17
Summary 17
Introduction 17
The state we, and our children, are in 19
It's not just Dad who's putting on weight... 20
The UK and United States are not alone 20
Defining obesity 21
The British perspective - the health implications of obesity 22
The debate raging - how obesity in adults and children affects the global food and drinks industries 24
Following in the footsteps of the United States 24
Who is responsible? 26
Are companies vulnerable or set to benefit? 27
Labelling clarity expected 28
Conclusions 29
Chapter 2 Marketing and Promotion - The Devil's Activity? 32
Summary 32
Introduction 32
GBP 1 advertising spend on healthy foods versus GBP 800 on the 'big four' 33
The current regulatory situation - and changes afoot 35 Self regulation? 36
How much is spent marketing and advertising to children - and how effective is it? 37
Product and brand licensing 37
How much do children understand about adverts? 38
Can marketing to children ever be responsible? 39
Ramifications of banning advertising to children 41
Marketing and advertising for good? 42
Promotion in the playground 44
Case study: What happens when "good marketing turns bad" 47
Industry insider views 48
Chapter 3 Case Studies: Companies Working to Change their Marketing Techniques to Children 50
Summary 50
Introduction 50
BBC Worldwide 51
McDonald's 53
Walkers 56
Kraft Foods 58
Conclusions 59
Chapter 4 Tackling the Issues - The Industry and Consumers 62
Summary 62
Introduction 62
Background - the financial and branding implications of ignoring the issues 62
Case study: Procter & Gamble and Sunny Delight - new lessons to be learned from an old story 64
Tactics for reassuring parents and consumers 65
Labelling 65
A U.S. perspective 66
Labelling solutions 67
Pester power - effective in the past, but inappropriate now? 68
Capitalising on expertise: using in-house nutritionists or panel of experts 69
Case study: Changing the emphasis of marketing and promotion towards healthy eating and lifestyles - Kellogg's and pedometers 70
NPD activity 72
Using NPD as an opportunity to create added value, healthier products in the UK 72
Reducing salt levels 73
Drinks innovations 73
Analysis of U.S. product development aimed straight at kids 76
Retailer activity - how are they tackling the issue? 77
Case study: The Co-op 78
Improved labelling, food composition and marketing are crucial 80
Chapter 5 Taking The Pulse of The Industry - Business Insights' Research 84
Summary 84
Introduction 84
Who else is responsible for curbing child obesity apart from the food and drinks industry? 86
The perception of negative media 86
Can children be targeted in the same way as adults? 87
Are children highly susceptible to television advertising? 88
Is it OK to license products with pop stars? 89
Do industry experts think childhood obesity is a global or a Western problem? 90
Who agrees food and drinks companies should be more proactive in lowering child obesity levels? 92
Food and drinks companies should be allowed to market directly to children 93
Does your company target children with any of its products? 93
Active marketing and techniques employed 95
Plans afoot to include more healthy lifestyle messages in future marketing 97
How seriously is the food and drinks industry taking the issue of child obesity? 98
Plans for healthy NPD for kids
For more information visit http://www.researchandmarkets.com/reports/c2668