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Health

Marketing to children: issues and considerations

30/12/2014

This article was translated by an automatic translation system, and was therefore not reviewed by people.

 

 



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Research shows that Brazilian children influence about 80% of purchasing decisions of a famíliaSegundo the Family Budget Survey, conducted between 2008 to 2009 by the Brazilian Institute of Geography and Statistics, one in three Brazilian children aged 5 to 9 years are with weight above the recommended by the World Health Organization and the Ministry of Health.
Studies estimate that 95% of cases of overweight in children are related to poor nutrition, the other 5% would be the result of organic factors. Because of its growing influence and autonomy in the choice of products purchased by the family, children are taking on an increasingly important role in consumer decisions, making them an industry increasingly targeted in the marketing strategies of companies manufactured products.
Surveys also show that Brazilian children affect about 80% of a family purchase decisions. The categories of products more susceptible to childhood influence are the processed food products. These products are at the top of influence buying cookies and crackers (87%), soft drinks (75%), snacks (70%), followed by chocolate, candy, chocolate, yogurt, instant noodles, cereal and ice cream.
This fact is relevant because the overweight children indexes to the volume growth invested in children's marketing by the food industry.
Investigating the influence of marketing in the food choices of children, the students of the University Center Anhanguera Niterói (UNIAN), Aline Andrade de Oliveira and Graziela de Almeida Pereira Lobo, under my guidance, analyzed the labels of 22 products had attractive appeals to child audience (characters, drawings, gifts, etc.). Among the foods were reviewed labels of processed cakes, fast food, dairy products, breakfast cereals, juices ready, breaded, chocolaty drinks, instant noodles, sandwich cookies and snacks.
The sodium was present in excessive amounts (more than 1.2 mg%), in the portions of processed cakes, processed juices, chocolaty drinks, breakfast cereals, breaded, snacks, noodles and fast foods. Regarding the stuffed cookie, if we base ourselves in mandatory nutrition labeling recommended by the National Health Surveillance Agency (ANVISA) for children 7-10 years, the intake of whole package provides 96% of the daily recommended amount for sodium.
Observe high energy density in the portions of cakes, biscuits industrialized, breakfast cereals, breaded chicken, chips, instant noodles, fast foods, which are usually consumed in greater quantities than the portions shown in dietary tables of these foods. The energy density is defined as the available calories per unit weight.
Processed foods induce excessive calorie consumption, since they have high energy density, high palatability, in addition to low cost, easy access and high marketing. The high energy intake triggers development of obesity and the consequent increases the risk of other diseases such as cardiovascular disease, diabetes and some cancers.
The analysis of the ingredients showed the presence of preservatives and sweeteners (sweeteners) in industrialized and jellies juices, which is not suitable for children who do not have diabetes.
Among the 22 foods analyzed, 86.4% had high sodium, 45.4% had saturated fat above 10%, and 63.6% were shown with high energy density.
Nutrition labeling of food allows consumers to access nutrition information and parameters indicative of quality and safety of its consumption.
Despite the Brazilian legislation on food labeling be comprehensive there is still the need for greater oversight for compliance with established standards. Another point to be discussed is the adequacy of this nutritional information on labels to the age of the target audience to which the food is intended.

 


Source: Administradores.com

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This article was translated by an automatic translation system, and was therefore not reviewed by people.

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