在英国，商业婴儿食品在包装上广泛使用促销宣传语。

Extensive use of on-pack promotional claims on commercial baby foods in the UK.

机构信息

Human Nutrition, School of Medicine Dentistry and Nursing, College of Medical, Veterinary and Life Sciences, University of Glasgow, Glasgow, UK

Human Nutrition, School of Medicine Dentistry and Nursing, College of Medical, Veterinary and Life Sciences, University of Glasgow, Glasgow, UK.

出版信息

Arch Dis Child. 2022 Jun;107(6):606-611. doi: 10.1136/archdischild-2021-322851. Epub 2022 Feb 28.

DOI:10.1136/archdischild-2021-322851

PMID:35228205

Abstract

OBJECTIVE

To explore and categorise the nature of promotional claims on packaging of commercial baby foods (CBFs).

SETTING

UK METHODOLOGY: An online survey of CBFs (for infants up to 12+ months) in 7 UK supermarkets and Amazon in 2020. On-pack promotions were classified as marketing, composition, health, and nutrient claims using the WHO Nutrient Profile Model draft for infants and young children, and European Union regulation on health and nutrition claims.

MAIN OUTCOME MEASURE

Distribution and proportion of claim types, and association between product characteristics and claim types.

RESULTS

A total of 6265 promotional claims were identified on 724 products. Marketing (99%, n=720), composition (97%, n=705) and nutrient claims (85%, n=616) were found on the majority of CBFs, compared with health claims (6%, n=41). The median (Q1, Q3) number of total claims per product was 9 (7, 10), marketing 5 (3, 6), composition 2 (1, 2), nutrient 2 (1, 2), and 0 (0, 0) health. Marketing claims were mainly texture (84%, n=609, eg, super smooth) and taste related (70%, n=511, eg, first tastes). The main composition claim was organic (63%, n=457) while nutrient claims were mainly around 'no added' or 'less' sugar (58%, n=422) and salt (57%, n=417). Baby led weaning claims (BLW) (eg, encourages self-feeding) were found on 72% of snacks, with a significantly higher (p<0.01) number of BLW claims on snacks (99%, n=209) compared with other product types.

CONCLUSION

Promotional claims on CBF packaging are extensively used and, for the most part, unregulated. CBFs are promoted using 'healthy halo' connotations that might confuse parents. Regulations on their use should be implemented to avoid inappropriate marketing.

摘要

目的

探索和分类商业婴儿食品（CBF）包装上的促销宣传性质。

背景

英国

方法

2020 年，在 7 家英国超市和亚马逊的在线调查了适用于 12 个月以上婴儿的 CBF。使用世界卫生组织婴幼儿营养成分模型草案和欧盟关于健康和营养声称的规定，将包装上的促销宣传分为营销、成分、健康和营养声称。

主要结果测量

各类声明的分布和比例，以及产品特性与声明类型之间的关联。

结果

在 724 种产品中发现了 6265 种促销宣传，其中大部分 CBF 都有营销（99%，n=720）、成分（97%，n=705）和营养声称（85%，n=616），而健康声称仅占 6%（n=41）。每种产品的总宣传数量中位数（Q1，Q3）为 9（7，10），营销为 5（3，6），成分 2（1，2），营养 2（1，2），健康为 0（0，0）。营销宣传主要与质地（84%，n=609，例如，超光滑）和口味相关（70%，n=511，例如，初次尝试）有关。主要的成分声明是有机（63%，n=457），而营养声明主要是关于“无添加”或“少糖”（58%，n=422）和盐（57%，n=417）。婴儿主导的自主进食（BLW）声明（例如，鼓励自主进食）出现在 72%的零食上，与其他产品类型相比，零食上的 BLW 声明数量明显更高（p<0.01），达到 99%（n=209）。