The researchers from Yale's Rudd Center for Food Policy & Obesity found that out of 3,039 children's meals combinations in typical food outlets in the USA, only 12 were considered as nutritious for preschoolers and 15 for older kids.
Moreover, preschoolers now are exposed to 21% more junk food ads on television than seven years ago - older children are being targeted with 34% more than they were in 2003.
The Yale investigators say theirs is the most comprehensive study ever made on fast food nutrition marketing. It reveals how companies are specifically and progressively targeting children. Meals provided for children are mostly nutritiously very poor.
The study focused on America's largest food chains,including McDonald's, Subway, Burger King, Starbucks, Wendy's, Taco Bell, Pizza Hut, Dunkin' Donuts, KFC, Sonic, Arby's, Jack in the Box, Domino's, Chick-fil-A, Panera Bread, Dairy Queen, Papa John's, Hardee's, Quizno's, and Popeye's.
They examined their marketing efforts,nutritional content of their meals, including sugar, sodium (salt), calorie and fat levels. Over 3,000 children's meals and 2,781 menu items were assessed.
The researchers report that these companies spent over $4.2 billion onadvertising and marketing, most of which went on television, Internet, mobile applications and social media web sites.
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Head researcher, Jennifer L. Harris, Ph.D., M.B.A., director of marketing initiatives at the Rudd Center, said:
"Despite pledges to improve their marketing practices, fast food companies seem to be stepping up their efforts to target kids. Today, preschoolers see 21% more fast food ads on TV than they saw in 2003, and somewhat older children see 34% more."
Highlighted below are some data the report revealed:
- In the majority of eating outlets studied, one single meal had over 50% of a child's recommended sodium intake for the day
- In 86% of the times, Burger King and McDonald's automatically serve French fries to children, and soft drinks 55% of the time or more, despite showing only healthy options and drinks in advertising targeted and children.
- Largest meal portions and drink sizes are being renamed, rather than done away with - despite growing pressure.
- Targeting kids for marketing/advertising has become such an art that 15% of preschool kids in America now ask their moms and dads to go to McDonalds every day, while 40% of 2 to 11 year olds ask to go at least once each week.
- When parents were asked how often they took their 2 to 11 year old to a fast food outlet, 84% said this occurred at least once a week.
- Preschoolers were exposed to 21% more McDonald's ads, 56% more Subway and 9% more Burger King ads in 2009 compared to 2007.
- Ads focused on preschoolers aim to build up brand loyalty rather than getting them to buy specific foods
- Hispanic preschool children see 290 fast food ads in Spanish annually.
- Apparently, one-quarter of Spanish-language fast food advertising that young children are exposed to consist of just McDonald ads.
- African-American children under the age of 17 see 50% or more fast food ads than their Caucasian peers, they also see twice as many calories in fast food ads on television compared to the Caucasian peers.
The study was sponsored by the Rudd Foundation and the Robert Wood Johnson Foundation.
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Source: Rudd Center for Food Policy and Obesity
