Monday, December 11, 2006
Marketing $ and Kidsí Eating Choices
Open a copy of this sheet (an
Acrobat PDF file suitable for printing) in a standalone browser window.
(from the Institute of
Medicineís report Food Marketing to Children and Youth, National
Academies Press, 2006)
- Children and other
young people spend $200 billion a year on food and beverage products
- In 2004, children ages 2 to 15 influenced about $500
billion worth of purchases a year on food and beverages, compared with $295
billion in 1993
- Of the things that children buy -- or have their
parents buy for them -- food and beverages, especially candy, carbonated
soft drinks and salty snacks, are the top categories
- The number of new food products aimed at children is
growing at a far faster rate than new food products in general, and for the
most part, new children's products were high in total calories, sugar or fat
- In 2004, marketers spent an estimated $10 billion to
market food and beverage products to children (only 20 percent of which was
for traditional TV, radio, print and billboard marketing)
- Marketing dollars are instead going to product
placement, in-school marketing, special-event marketing and licensing
popular characters. Manufacturers also are turning to Internet marketing,
mobile phone ads, product placement in movies and video games, and viral
marketing to create a buzz about their goods.
(open in new standalone browser windows when clicked)
(note: according to United States Census Bureau figures,
there were approximately 65 million people living in the U.S. in 2004 who were
under 16 years old. The data table showing this is available at
Questions to Ponder
- How much did the
food and beverage industry spend per kid on marketing in 2004?
- How much did they
get back in sales per kid?
- For each dollar
they spent on marketing to kids, how many did they get back in sales?