How do young people engage with food branding?: Project Final Report

Martine Stead; Anne Marie MacKintosh; Laura McDermott; Thomas Anker; Ashley J. Adamson

How do young people engage with food branding? Project Final Report

Martine Stead (Lead / Corresponding author)
, Anne Marie MacKintosh
, Laura McDermott
, Thomas Anker
, Ashley J. Adamson

Research output: Book/Report › Other report

Abstract

The prevalence of obesity in children and young people (CYP) continues to increase, with 30% of boys and 26% of girls under 11 years overweight in 2003. In line with the PSA target on childhood obesity, halting the upward trend is the prime objective of Choosing Health, with the Healthy Schools Programme placing particular emphasis on improving diet.

Food marketing is recognised to be an important influence on children’s diet, particularly through the growing dominance of youth-oriented brands like Coca Cola and McDonalds. Branding is a powerful marketing tool for the adolescent market. It supports young people’s efforts to use the symbolism embedded in consumer products to create, foster and develop their self-identity, and low-income teenagers appear to be particularly brand-loyal. However, very little is known about young people’s relationship to food brands and its influence on their food choices.

Original language	English
Publisher	Institute for Social Marketing
Number of pages	179
Publication status	Published - 12 May 2009

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 3 Good Health and Well-being

Access to Document

https://phrc.lshtm.ac.uk/projects/b2-06-how-do-young-people-engage-with-food-branding.htmlLicence: No Licence / Unknown

Cite this

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title = "How do young people engage with food branding?: Project Final Report",

abstract = "The prevalence of obesity in children and young people (CYP) continues to increase, with 30\% of boys and 26\% of girls under 11 years overweight in 2003. In line with the PSA target on childhood obesity, halting the upward trend is the prime objective of Choosing Health, with the Healthy Schools Programme placing particular emphasis on improving diet. Food marketing is recognised to be an important influence on children{\textquoteright}s diet, particularly through the growing dominance of youth-oriented brands like Coca Cola and McDonalds. Branding is a powerful marketing tool for the adolescent market. It supports young people{\textquoteright}s efforts to use the symbolism embedded in consumer products to create, foster and develop their self-identity, and low-income teenagers appear to be particularly brand-loyal. However, very little is known about young people{\textquoteright}s relationship to food brands and its influence on their food choices.",

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AU - MacKintosh, Anne Marie

AU - McDermott, Laura

AU - Anker, Thomas

AU - Adamson, Ashley J.

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Y1 - 2009/5/12

N2 - The prevalence of obesity in children and young people (CYP) continues to increase, with 30% of boys and 26% of girls under 11 years overweight in 2003. In line with the PSA target on childhood obesity, halting the upward trend is the prime objective of Choosing Health, with the Healthy Schools Programme placing particular emphasis on improving diet. Food marketing is recognised to be an important influence on children’s diet, particularly through the growing dominance of youth-oriented brands like Coca Cola and McDonalds. Branding is a powerful marketing tool for the adolescent market. It supports young people’s efforts to use the symbolism embedded in consumer products to create, foster and develop their self-identity, and low-income teenagers appear to be particularly brand-loyal. However, very little is known about young people’s relationship to food brands and its influence on their food choices.

AB - The prevalence of obesity in children and young people (CYP) continues to increase, with 30% of boys and 26% of girls under 11 years overweight in 2003. In line with the PSA target on childhood obesity, halting the upward trend is the prime objective of Choosing Health, with the Healthy Schools Programme placing particular emphasis on improving diet. Food marketing is recognised to be an important influence on children’s diet, particularly through the growing dominance of youth-oriented brands like Coca Cola and McDonalds. Branding is a powerful marketing tool for the adolescent market. It supports young people’s efforts to use the symbolism embedded in consumer products to create, foster and develop their self-identity, and low-income teenagers appear to be particularly brand-loyal. However, very little is known about young people’s relationship to food brands and its influence on their food choices.

M3 - Other report

BT - How do young people engage with food branding?

PB - Institute for Social Marketing

ER -

How do young people engage with food branding? Project Final Report

Abstract

UN SDGs

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