Giménez Ana, Saldamando Luis de, Curutchet María Rosa, Ares Gastón
Facultad de Química, Universidad de la República, Canelones, Uruguay.
Instituto Nacional de Alimentación, Montevideo, Uruguay.
Cad Saude Publica. 2017 Jun 12;33(5):e00032116. doi: 10.1590/0102-311X00032116.
Marketing of unhealthy products has been identified as one of the main characteristics of the food environment that negatively affects children's eating patterns. Restrictions on advertising of unhealthy foods to children have already been imposed in different countries. However, marketing strategies are not limited to broadcast and digital advertising, but also include package design. In this context, the current study aimed to describe the food products targeted at children and sold in supermarkets in Montevideo, Uruguay, in terms of package design and nutrient profile. Two supermarkets in Montevideo were selected for data collection. In each supermarket, all products targeted at children were identified. Products were analyzed in terms of package design and nutritional profile, considering the Pan American Health Organization Nutrient Profile Model. A total of 180 unique products were identified, which included a wide range of product categories. The great majority of the products corresponded to ultra-processed products with excessive amounts of sodium, free sugars, total fat, saturated fat, and/or trans fat, which are not recommended for frequent consumption. Several marketing strategies were identified in the design of packages to attract children's attention and drive their preferences. The most common strategies were the inclusion of cartoon characters, bright colors, childish lettering, and a wide range of claims related to health and nutrition, as well as the products' sensory and hedonic characteristics. The study's findings provide additional evidence on the need to regulate packaging of products targeted at children.
不健康产品的营销已被确认为食品环境的主要特征之一，它会对儿童的饮食习惯产生负面影响。不同国家已对向儿童宣传不健康食品的行为加以限制。然而，营销策略不仅限于广播和数字广告，还包括包装设计。在此背景下，本研究旨在从包装设计和营养成分方面描述乌拉圭蒙得维的亚超市中面向儿童销售的食品。研究选取了蒙得维的亚的两家超市进行数据收集。在每家超市中，找出所有面向儿童的产品。根据泛美卫生组织的营养成分模型，对产品的包装设计和营养成分进行分析。共识别出180种独特产品，涵盖了广泛的产品类别。绝大多数产品属于超加工产品，含有过量的钠、游离糖、总脂肪、饱和脂肪和/或反式脂肪，不建议经常食用。在包装设计中发现了几种营销策略，以吸引儿童的注意力并激发他们的偏好。最常见的策略包括使用卡通人物、鲜艳的颜色、幼稚的字体，以及一系列与健康和营养相关的宣传语，还有产品的感官和享乐特性。该研究结果为规范面向儿童产品的包装必要性提供了更多证据。
