子供と肥満：健康問題と16歳以下の子供への飲食品マーケティング

Kids and Obesity: Health issues and ethical food and drinks marketing to children under 16 years old

発行	Business Insights
出版日	2004年07月	商品コード	20923
ページ情報	英文 103 Pages
価格	こちらの商品の販売は終了いたしました。

概要
原文目次
関連レポート

当商品の販売は、2011年07月19日を持ちまして終了しました。

原文目次

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.

Executive Summary

Introduction to the complex issues of targeting kids, health, obesity, food and drinks
Marketing and promotion ? the devil' s activity?
Case studies: companies working to change their marketing techniques to children
Tackling the issues ? the industry and consumers
Taking the pulse of the industry ? Business Insights' research

Chapter 1 Introduction to the Complex Issues of Targeting Kids, Health, Obesity, Food and Drinks

Summary
Introduction: The state we, and our children, are in; It' s not just Dad who' s putting on weight…; The UK and United States are not alone
Defining obesity: The British perspective ? the health implications of obesity
The debate raging ? how obesity in adults and children affects the global food and drinks industries: Following in the footsteps of the United States; Who is responsible?; Are companies vulnerable or set to benefit?; Labelling clarity expected
Conclusions

Chapter 2 Marketing and Promotion ? The Devil' s Activity?

Summary
Introduction: ￡1 advertising spend on healthy foods versus ￡800 on the 'big four'; The current regulatory situation ? and changes afoot; Self regulation?
How much is spent marketing and advertising to children ? and how effective is it?: Product and brand licensing; How much do children understand about adverts?; Can marketing to children ever be responsible?; Ramifications of banning advertising to children; Marketing and advertising for good?; Promotion in the playground
Case study: What happens when "good marketing turns bad": Industry insider views

Chapter 3 Case Studies: Companies Working to Change their Marketing Techniques to Children

Summary
Introduction
BBC Worldwide
McDonald' s
Walkers
Kraft Foods
Conclusions

Chapter 4 Tackling the Issues - The Industry and Consumers

Summary
Introduction: Background ? the financial and branding implications of ignoring the issues
Case study: Procter & Gamble and Sunny Delight ? new lessons to be learned from an old story: Tactics for reassuring parents and consumers
Labelling: A U.S. perspective; Labelling solutions; Pester power ? effective in the past, but inappropriate now?; Capitalising on expertise: using in-house nutritionists or panel of experts
Case study: Changing the emphasis of marketing and promotion towards healthy eating and lifestyles - Kellogg' s and pedometers
NPD activity: Using NPD as an opportunity to create added value, healthier products in the; UK; Reducing salt levels; Drinks innovations; Analysis of U.S. product development aimed straight at kids; Retailer activity ? how are they tackling the issue?
Case study: The Co-op: Improved labelling, food composition and marketing are crucial

Chapter 5 Taking The Pulse of The Industry - Business Insights' Research

Summary
Introduction: Who else is responsible for curbing child obesity apart from the food and drinks industry?; The perception of negative media; Can children be targeted in the same way as adults?; Are children highly susceptible to television advertising?; Is it OK to license products with pop stars?; Do industry experts think childhood obesity is a global or a Western problem?; Who agrees food and drinks companies should be more proactive in lowering child obesity levels?; Food and drinks companies should be allowed to market directly to children; Does your company target children with any of its products?; Active marketing and techniques employed; Plans afoot to include more healthy lifestyle messages in future marketing; How seriously is the food and drinks industry taking the issue of child obesity?; Plans for healthy NPD for kids
Conclusions
Index

List of Figures

Figure 3.1: Teletubbies, Fimbles and Tweenies
Figure 3.2: New additions to the mix and match children' s Happy Meals in the United States
Figure 5.3: How far do you agree that other groups (outside of the food and drinks industry) such as the government and parents also have a role to play in curbing child obesity and encouraging children to make responsible food choices?
Figure 5.4: Nearly half of respondents believe children should not be targeted by food and drinks companies in the same way as adults
Figure 5.5: The majority of respondents admit children are highly susceptible to television advertising over any other type
Figure 5.6: Eight out of 10 respondents believe licensing products is a valid marketing method90
Figure 5.7: Childhood obesity is regarded as a primarily U.S. and Western European problem than a global one
Figure 5.8: 80% of industry executives believe food and drinks companies should be more proactive in lowering childhood obesity levels
Figure 5.9: Food and drinks companies should not be allowed to market directly to children
Figure 5.10: Does your company target children with any of its products?
Figure 5.11: Most companies target children with less than 25% of its product range
Figure 5.12: A third of industry respondents actively target children through their marketing activity
Figure 5.13: A combination of advertising and promotion is the most popular activity for respondents
Figure 5.14: A quarter of respondents are increasing its healthy marketing message further in light of recent media attention and government findings
Figure 5.15: More than a quarter of industry executives are taking the issue of child obesity very seriously
Figure 5.16: A quarter of respondents are increasing its healthy marketing message further in light of recent media attention and government findings 100

List of Tables

Table 2.1: The health eating balance, according to the UK government' s National Food Guide34
Table 2.2: What is advertised to children in the UK (CITV, Saturday am and Big Breakfast)?
Table 5.3: How aware are you of recent negative press and consumer pressure group coverage over the food and drinks companies who actively target children?
Table 5.4: Children should not be targeted by food and drinks companies in the same way as adults
Table 5.5: Children are highly susceptible to television advertising over any other type of advertising
Table 5.6: Licensing products with Disney characters and pop stars is a valid marketing method
Table 5.7: Childhood obesity is a global problem
Table 5.8: Childhood obesity is primarily a U.S. and Western European problem
Table 5.9: Food and drinks companies should be more proactive in lowering childhood obesity rates
Table 5.10: Does your company target children with any of its products? 93
Table 5.11: If so, what proportion of your company' s products are aimed at children?
Table 5.12: Do you currently actively target children through your marketing activity?
Table 5.13: If you do advertise to children, is this activity more likely to be above-the-line advertising or in-store promotional tactics. NOTE 162 respondents declined to answer
Table 5.14: If you target children directly is your company planning to change the emphasis of your activity to include healthy lifestyle messages? NOTE 149 respondents declined to answer
Table 5.15: How seriously is your company taking the issue of child obesity? NOTE 127 respondents declined to answer
Table 5.16: Are you exploring new product development opportunities for healthier options for children? NOTE 124 declined to answer