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Food Marketing to Children and Youth: Threat or Opportunity? (2006)

Chapter: Appendix E Chapter 4 Appendix

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Suggested Citation:"Appendix E Chapter 4 Appendix." Institute of Medicine. 2006. Food Marketing to Children and Youth: Threat or Opportunity?. Washington, DC: The National Academies Press. doi: 10.17226/11514.
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E
Chapter 4 Appendix

This table represents examples of selected marketing research firms and marketing reports that the committee considered through its data-gathering process.

TABLE E-1 Marketing Research Conducted on U.S. Children and Youth

Sources

Report

Description

Children’s Marketing Services (2004a)

TeenTrends™, 2004

Examined the interests and behavior of tweens and teens ages 12–18 years. A personal interview was conducted for 300 teens.

Children’s Marketing Services (2004b)

KidTrends2004™, 2004

Examined the interests and behavior of older children ages 6–11 years. A personal interview was conducted for 300 older children.

Harris Interactive (2004)

Youth Pulse, 2004

Examined the interests and behavior of older children and teens ages 8–21 years through a large-scale study of youth lifestyles and attitudes via an online questionnaire.

Suggested Citation:"Appendix E Chapter 4 Appendix." Institute of Medicine. 2006. Food Marketing to Children and Youth: Threat or Opportunity?. Washington, DC: The National Academies Press. doi: 10.17226/11514.
×

Sources

Report

Description

Just Kid Inc., Nickelodeon, and Research International (Friend and Stapylton-Smith, 1999)

The Global Kids Study, 1996 and 1998

Surveyed 400 children ages 7–12 years and their mothers in 12 countries: the United States, United Kingdom, France, Germany, Japan, China, Australia, India, Italy, Argentina, Brazil, and Mexico. An interview and questionnaire were used that provided a detailed picture of the attitudes, beliefs, and consumer dynamics of children and tweens.

Just Kid Inc. (2001)

Kid ID Study, 2001

Surveyed 4,000 children ages 8–14 years in schools to examine the emotional, psychological, and social forces that drive their behaviors.

Kidsay (2005)

Trend Tracker, conducted bimonthly

Examines the interests and behaviors of tweens and young teens ages 8–15 years.

KidShop/KidzEyes (2003)

Kid Food Findings. Brand New Research

Examined the product brand, food category, and restaurant preferences of 629 tweens ages 8–12 years.

Mediamark Research (2005)

Teen Study (Teenmark), conducted annually

Collects data about media exposure by more than 4,000 teens ages 12–19 years through a mailed questionnaire.

Mintel International Group Ltd. (2004)

Kids’ and Teens’ Eating Habits U.S., 2004

Examined eating habits of children ages 6–11 and 12–17 years based on the Simmons Kids and Teens surveys.

Mintel International Group Ltd. (2003a)

Kids’ Snacking U.S., 2003

Examined snacking trends of children ages 6–8 and 9–11 years based on a variety of surveys, including the Simmons Kids Study.

Mintel International Group Ltd. (2003b)

Kids’ Lifestyles U.S., 2003

Examined the lifestyle trends and attitudes of children ages 6–11 years.

Porter Novelli (2004)

Combined YouthStyles Survey and HealthStyles Survey

Provided parent–child dyads of information to develop understanding about the contexts in which youth act and live. The YouthStyles Survey examined children’s values, goals, and motivations combined with behavioral data through a mail survey of an estimated 8,000 children and youth ages 10–19 years. Provided a combination of behavioral, motivational, and communication data.

Suggested Citation:"Appendix E Chapter 4 Appendix." Institute of Medicine. 2006. Food Marketing to Children and Youth: Threat or Opportunity?. Washington, DC: The National Academies Press. doi: 10.17226/11514.
×

Sources

Report

Description

Roper Youth Report (2003)

Roper Youth Report

Examined the purchasing power of young consumers ages 8–17 years. The report is based on 500 in-depth, personal interviews of a nationally representative sample of the U.S. tween and teen population.

Simmons (2005a)

Simmons Kids Study, conducted twice annually

Examines the media, consumer, and personal behaviors that drive the purchasing decisions of children ages 6–11 years.

Simmons (2005b)

Simmons Teens Study, conducted twice annually

Examines the media, consumer, and personal behaviors that drive the purchasing decisions of 5,000 teens ages 12–17 years based on in-home interviews and mail surveys.

Simmons (2005c)

Simmons Tweenz Study, conducted twice annually

Examines the media, consumer, and personal behaviors that drive the purchasing decisions of 5,000 tweens ages 8–14 years based on in-home interviews and mail surveys.

Simmons (2005d)

Simmons Youth Study, conducted twice annually

Examines the information of media, consumer, and personal behaviors that drive the purchasing decisions of children and youth ages 6–17 years.

Strottman International (2005)

Nutrition from a Kid’s Perspective

Conducted brand-specific marketing research for clients from the food, beverage, and restaurant industries.

Teenage Research Unlimited (2004)

TRU Teenage Marketing and Lifestyle Study, 2004

Examined the spending power of 2,000 teens ages 12–19 years based on mail questionnaire.

The Geppetto Group (2005)

Case studies of market research conducted for food and beverage companies

A child and teen advertising agency and marketing consulting company that conducts research for clients about the motivations of childhood, kid archetypes, psyche of mothers as the family gatekeeper, understanding tweens’ and teens’ perspectives and lifestyles.

The Intelligence Group/Youth Intelligence (2005)

Nickelodeon/Youth Intelligence Tween Report, 2004

Examined the lifestyles of tweens and teens ages 9–14 years including snacking and lifestyle habits.

Suggested Citation:"Appendix E Chapter 4 Appendix." Institute of Medicine. 2006. Food Marketing to Children and Youth: Threat or Opportunity?. Washington, DC: The National Academies Press. doi: 10.17226/11514.
×

Sources

Report

Description

The NPD Group (2004)

Snacking in America Report, 2004

Examined the snacking behaviors of 10,000–12,000 children, teens, and adults from 1997–2003.

Yankelovich (2003)

Youth Monitor™, conducted annually

Examines the trends and information on media, brands, goals, technology, family, and self-image of 1,200 children ages 6–17 years through in-home personal interviews.

Yankelovich (2005)

Preschool Study

Surveyed a nationally representative sample of 650 parents and guardians of children ages 2–5 years to provide insights into the attitudes, concerns, and expectations of parents of preschoolers; healthy eating patterns; shopping habits; children’s preferences; children’s daily activities; developmental issues; and television viewing.

Zandl Group (2005)

Hot Sheet

Examined the attitudes, interests, entertainment, and product preferences of 3,000 children, youth, and young adults ages 8–24 years based on open-ended questionnaires.

Suggested Citation:"Appendix E Chapter 4 Appendix." Institute of Medicine. 2006. Food Marketing to Children and Youth: Threat or Opportunity?. Washington, DC: The National Academies Press. doi: 10.17226/11514.
×

TABLE E-2 New Food and Beverage Products Targeted to Children and Adolescents by Company, Manufacturer, or Distributor, 1994–2004

Company / Manufacturer / Distributor

Number of New Food Products

General Mills

166

Philip Morris

138

Kellogg Company

132

Nestlé S.A.

105

Wrigley

73

Unilever

65

Hasbro

60

Mars

56

ConAgra

53

Altria Group

52

Campbell Soup Company

44

Quaker Oats

42

Topps

40

OddzOn

38

Foreign Candy Company

36

Hershey Foods

36

Imaginings 3

34

PepsiCo

29

Felfoldi Potpourri Ltd.

27

RJR Nabisco

27

Philadelphia Chewing Gum Corp.

26

Company / Manufacturer / Distributor

Number of New Beverage Products

The Coca-Cola Company

37

Philip Morris

30

Nestlé S.A.

24

In Zone Brands

18

Cadbury Schweppes

15

Altria Group

12

PepsiCo

12

Danone

9

In Zone Brands

8

J. M. Smucker

8

 

SOURCE: Williams (2005b).

Suggested Citation:"Appendix E Chapter 4 Appendix." Institute of Medicine. 2006. Food Marketing to Children and Youth: Threat or Opportunity?. Washington, DC: The National Academies Press. doi: 10.17226/11514.
×

TABLE E-3 Selected Leading Companies Ranked by Total U.S. Revenues and Total Advertising Spending, 2004 and 2003

Company

Headquarters

Total U.S. Revenues ($ millions) 2004

Total U.S. Revenues ($ millions) 2003

Total Advertising Spending ($ millions) 2004

Total Advertising Spending ($ millions) 2003

Entertainment/Media

Time Warner

New York, NY

33,572

32,123

3,283

3,073

Walt Disney

Burbank, CA

24,012

22,124

2,241

2,036

Viacom

New York, NY

18,812

17,488

1,207

1,151

Food and Beverage

Altria Groupa

Kraft Foods

New York, NY

39,966

38,370

1,399

1,386

 

Glenview, IL

 

PepsiCo

Purchase, NY

18,329

17,377

1,262

1,211

General Mills

Minneapolis, MN

9,441

9,144

913

954

Kellogg Company

Battle Creek, MI

5,968

5,608

647

577

The Coca-Cola Company

Atlanta, GA

6,643

6,344

541

447

Campbell Soup Company

Camden, NJ

4,581

4,549

425

430

ConAgra

Omaha, NE

13,222

15,439

364

561

Food Retail

Kroger Company

Cincinnati, OH

56,434b

53,791b

686

655

Safeway

Pleasanton, CA

31,463

31,679

606

536

Suggested Citation:"Appendix E Chapter 4 Appendix." Institute of Medicine. 2006. Food Marketing to Children and Youth: Threat or Opportunity?. Washington, DC: The National Academies Press. doi: 10.17226/11514.
×

Fast Food/Quick Serve Restaurant

McDonald’s Corporation

Oak Brook, IL

6,525c

6,039c

1,389

1,370

Yum! Brands

Louisville, KY

5,763

5,655

779

753

Burger King Corporation

Miami, FL

7,710

7,900

542

526

Wendy’s International

Dublin, OH

2,475

2,197

436

387

NOTE: The majority of media and spending categories are monitored by TNS Media Intelligence, formerly TNS Media/Competitive Media Reporting (TNS Media Intelligence, 2005), and certain measured media categories, such as television and Internet advertising spending and impressions, are tracked by Nielsen Media Research and Nielsen//Net Ratings. Unmeasured media expenditures are not shown in the table.

aThe Altria Group is the parent company for Kraft Foods and is separated into two sales divisions—food and tobacco. In 2004, total combined North America sales and earnings were $39.9 billion. Total division sales worldwide were $89.6 billion representing approximately $32.2 billion in food sales and $57 billion in tobacco sales. The company’s brands represent five consumer sectors: snacks, beverages, cheese and dairy, grocery, and convenience meals (Brown et al., 2004, 2005; Kraft Foods, 2004).

bU.S. sales not available. This figure represents total worldwide sales.

cMcDonald’s Corporation worldwide sales in 2004 totaled $24.4 billion (BrandWeek, 2005). SOURCES: Adapted from Brown et al. (2004, 2005). Reprinted with permission from the June 27, 2005 issue of Advertising Age. © Crain Communications, Inc., 2005.

Suggested Citation:"Appendix E Chapter 4 Appendix." Institute of Medicine. 2006. Food Marketing to Children and Youth: Threat or Opportunity?. Washington, DC: The National Academies Press. doi: 10.17226/11514.
×

REFERENCES

BrandWeek. 2005. A Special Report: Superbrands. Plus: America’s Top 2000 Brands. [Online]. Available: http://www.brandweek.com [accessed August 8, 2005].

Brown K, Endicott RC, Macdonald S, Schumann M, Macarthur G, Sierra J, Matheny L, Green A, Ryan M. 2004. 100 leading national advertisers. Advertising Age June 28. Pp.1–83.

Brown K, Endicott RC, Macdonald S, Schumann M, Macarthur G, Sierra J, Matheny L, Green A, Ryan M. 2005. 50th annual 100 leading national advertisers. Advertising Age June 27. Pp.1–84. [Online]. Available: http://www.adage.com/images/random/lna2005.pdf [accessed September 16, 2005].


Children’s Marketing Services. 2004a. TeenTrends™. [Online]. Available: http://www.kidtrends.com/new/reports.html [accessed May 3, 2005].

Children’s Marketing Services. 2004b. KidTrends™. [Online]. Available: http://www.kidtrends.com/new/reports.html [accessed May 3, 2005].


Friend B, Stapylton-Smith M. 1999. Through the Eyes of Children. Presentation at the ESOMAR Marketing in Latin America Conference. Santiago, Chile. April 1999.


Harris Interactive. 2004. Youth Pulse. [Online]. Available: http://www.harrisinteractive.com/expertise/youthpulse.asp [accessed May 3, 2005].


Just Kid Inc. 2001. Kid ID Study. [Online]. Available: http://www.justkidinc.com/whatwedo.html [accessed May 13, 2005].


Kidsay. 2005. Trend Tracker: Lifestyles of the Young and Influential. [Online]. Available: http://www.kidsay.com/html/tracker/get_tracker_body.html [accessed September 17, 2005].

KidShop/KidzEyes. 2003. Kid Food Findings. Brand New Research. [Online]. Available: http://www.kidshopbiz.com/ [accessed October 3, 2005].

Kraft Foods. 2004. Form 10-K Annual Report for the Fiscal Year Ended December 31, 2004. [Online]. Available: http://kraft.com/pdfs/KraftAR04_10K.pdf [accessed June 6, 2005].


Mediamark Research. 2005. Teen Study (Teenmark). [Online]. Available: http://www.mediamark.com/mri/techguide/fall2004/tg_tm04.htm [accessed May 3, 2005].

Mintel International Group Ltd. 2003a. Kids’ Snacking US, 2003. [Online]. Available: http://reports.mintel.com/sinatra/mintel/searchexec/type=reports&variants=true&fulltext=kids+snacking/report/repcode=0093&anchor=noaccess0093/ [accessed May 3, 2005].

Mintel International Group Ltd. 2003b. Kids’ Lifestyles US, 2003. [Online]. Available: http://reports.mintel.com/sinatra/mintel/searchexec/type=reports&variants=true&fulltext=kids+lifestyles/report/repcode=2915&anchor=noaccess2915/ [accessed May 3, 2005].

Mintel International Group Ltd. 2004. Kids’ and Teens’ Eating Habits US, 2004. [Online]. Available: http://reports.mintel.com/sinatra/mintel/searchexec/type=reports&variants=true&fulltext=kids+and+teens+eating+habits/report/repcode=0240&anchor=noaccess0240/ [accessed May 3, 2005].


Porter Novelli. 2004. YouthStyles and HealthStyles. [Online]. Available: http://pn2.porternovelli.com/services/research/styles/ [accessed September 17, 2005].


Roper Youth Report. 2003. Roper Youth Report. American Youth Wielding More Household Buying Power. [Online]. Available: http://www.nopworld.com/news.asp?go=news_item&key=59/ [accessed April 11, 2005].


Simmons. 2005a. Simmons Kids Study. [Online]. Available: http://www.smrb.com/products_kids.html [accessed May 3, 2005].

Simmons. 2005b. Simmons Teens Study. [Online]. Available: http://www.smrb.com/products_teens.html [accessed May 3, 2005].

Simmons. 2005c. Simmons Tweenz Study. [Online]. Available: http://www.smrb.com/products_tweenz.html [accessed May 3, 2005].

Suggested Citation:"Appendix E Chapter 4 Appendix." Institute of Medicine. 2006. Food Marketing to Children and Youth: Threat or Opportunity?. Washington, DC: The National Academies Press. doi: 10.17226/11514.
×

Simmons. 2005d. Simmons Youth Study. [Online]. Available: http://www.smrb.com/products_youth.html [accessed May 3, 2005].

Strottman International. 2005. Nutrition from a Kid’s Perspective. Findings, Implications, and Applications. Presentation to the IOM Committee on Food Marketing and the Diets of Children and Youth. March 22.


Teenage Research Unlimited. 2004. The TRU Study. [Online]. Available: http://www.teenresearch.com/PRview.cfm?edit_id=168 [accessed May 3, 2005].

The Geppetto Group. 2005. [Online]. Available: http://www.geppettogroup.com/TheGeppettoGroup5b.swf [accessed September 17, 2005].

The Intelligence Group/Youth Intelligence. 2005. Nickelodeon/Youth Intelligence Tween Report 2004. [Online]. Available: http://www.youthintelligence.com/cassandra/cassarticle.asp?cassArticleId=3 [accessed September 16, 2005].

The NPD Group. 2004. Snacking in America Report. Press release. January 28. [Online]. Available: http://www.npd.com/press/releases/press_040128a.htm [accessed September 15, 2005].

TNS Media Intelligence. 2005. Delivering Information at Its Best. [Online]. Available: http://www.tns-mi.com [accessed April 30, 2005].


Yankelovich. 2003. Youth Monitor. Youth Today: Shaping Tomorrow. Chapel Hill, NC: Yankelovich Partners, Inc.

Yankelovich. 2005. Youth Monitor™. [Online]. Available: http://www.yankelovich.com/products/youth2005_ps.pdf [accessed May 3, 2005].


Williams J. 2005b. Product Proliferation Analysis for New Food and Beverage Products Targeted to Children 1994–2004. University of Texas at Austin Working Paper.


Zandl Group. 2005. Hot Sheet. [Online]. Available: http://www.zandlgroup.com/hot_sheet.shtml [accessed May 3, 2005].

Suggested Citation:"Appendix E Chapter 4 Appendix." Institute of Medicine. 2006. Food Marketing to Children and Youth: Threat or Opportunity?. Washington, DC: The National Academies Press. doi: 10.17226/11514.
×
Page 427
Suggested Citation:"Appendix E Chapter 4 Appendix." Institute of Medicine. 2006. Food Marketing to Children and Youth: Threat or Opportunity?. Washington, DC: The National Academies Press. doi: 10.17226/11514.
×
Page 428
Suggested Citation:"Appendix E Chapter 4 Appendix." Institute of Medicine. 2006. Food Marketing to Children and Youth: Threat or Opportunity?. Washington, DC: The National Academies Press. doi: 10.17226/11514.
×
Page 429
Suggested Citation:"Appendix E Chapter 4 Appendix." Institute of Medicine. 2006. Food Marketing to Children and Youth: Threat or Opportunity?. Washington, DC: The National Academies Press. doi: 10.17226/11514.
×
Page 430
Suggested Citation:"Appendix E Chapter 4 Appendix." Institute of Medicine. 2006. Food Marketing to Children and Youth: Threat or Opportunity?. Washington, DC: The National Academies Press. doi: 10.17226/11514.
×
Page 431
Suggested Citation:"Appendix E Chapter 4 Appendix." Institute of Medicine. 2006. Food Marketing to Children and Youth: Threat or Opportunity?. Washington, DC: The National Academies Press. doi: 10.17226/11514.
×
Page 432
Suggested Citation:"Appendix E Chapter 4 Appendix." Institute of Medicine. 2006. Food Marketing to Children and Youth: Threat or Opportunity?. Washington, DC: The National Academies Press. doi: 10.17226/11514.
×
Page 433
Suggested Citation:"Appendix E Chapter 4 Appendix." Institute of Medicine. 2006. Food Marketing to Children and Youth: Threat or Opportunity?. Washington, DC: The National Academies Press. doi: 10.17226/11514.
×
Page 434
Suggested Citation:"Appendix E Chapter 4 Appendix." Institute of Medicine. 2006. Food Marketing to Children and Youth: Threat or Opportunity?. Washington, DC: The National Academies Press. doi: 10.17226/11514.
×
Page 435
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Creating an environment in which children in the United States grow up healthy should be a high priority for the nation. Yet the prevailing pattern of food and beverage marketing to children in America represents, at best, a missed opportunity, and at worst, a direct threat to the health prospects of the next generation. Children’s dietary and related health patterns are shaped by the interplay of many factors—their biologic affinities, their culture and values, their economic status, their physical and social environments, and their commercial media environments—all of which, apart from their genetic predispositions, have undergone significant transformations during the past three decades. Among these environments, none have more rapidly assumed central socializing roles among children and youth than the media. With the growth in the variety and the penetration of the media have come a parallel growth with their use for marketing, including the marketing of food and beverage products. What impact has food and beverage marketing had on the dietary patterns and health status of American children? The answer to this question has the potential to shape a generation and is the focus of Food Marketing to Children and Youth. This book will be of interest to parents, federal and state government agencies, educators and schools, health care professionals, industry companies, industry trade groups, media, and those involved in community and consumer advocacy.

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