Department of Dietetics and Nutrition, University of the Western Cape, Robert Sobukwe Road, Belville, 7535Cape Town, South Africa.
School of Public Health, University of the Western Cape, Robert Sobukwe Road, Belville, 7535Cape Town, South Africa.
Public Health Nutr. 2023 Oct;26(10):2139-2148. doi: 10.1017/S1368980023001507. Epub 2023 Aug 4.
Childhood obesity is on the rise in South Africa (SA), and child-directed marketing (CDM) is one of the contributing factors to children's unhealthy food choices. This study assessed CDM on packaged breakfast cereals available in SA supermarkets and their nutritional quality.
Photographic images were examined in a descriptive quantitative study. A codebook of definitions of CDM was developed for this purpose. REDCap, an online research database, was used for data capturing, and SPSS was used for data analyses including cross-tabulations and one-way ANOVA.
The current study was set in the Western Cape province of SA.
Photographic images of all packaged breakfast cereals sold in major retailers in the Western Cape province of SA in 2019 were studied.
CDM strategies were classified as direct (to the child) or indirect (through the parent). A total of 222 breakfast cereals were studied, of which 96·9 % had a nutritional or health claim, 95·0 % had illustrations, 75·2 % had product and consumption appeals, 10·8 % had characters, 10·8 % consisted of different appeals, 8·6 % alluded to fantasy and 7·7 % had role models. In breakfast cereals with direct CDM, the protein and fibre content was significantly lower than in breakfast cereals without direct CDM. This study found a significantly higher total carbohydrate and total sugar content in breakfast cereals with direct CDM than those without direct CDM.
CDM was highly prevalent in breakfast cereals sold in SA. Regulations to curb the marketing of packaged foods high in nutrients of concern is recommended.
南非（SA）的儿童肥胖问题呈上升趋势，而针对儿童的营销（CDM）是导致儿童选择不健康食品的因素之一。本研究评估了在 SA 超市销售的包装早餐麦片的 CDM 及其营养质量。
在描述性定量研究中检查了照片图像。为此目的制定了 CDM 的定义代码本。使用在线研究数据库 REDCap 进行数据捕获，使用 SPSS 进行数据分析，包括交叉表和单向 ANOVA。
本研究在南非西开普省进行。
研究了 2019 年在南非西开普省主要零售商销售的所有包装早餐麦片的照片图像。
CDM 策略分为直接（针对儿童）或间接（通过父母）。共研究了 222 种早餐麦片，其中 96.9%有营养或健康声明，95.0%有插图，75.2%有产品和消费诉求，10.8%有角色，10.8%由不同的诉求组成，8.6%暗示幻想，7.7%有榜样。在具有直接 CDM 的早餐麦片中，蛋白质和纤维含量明显低于没有直接 CDM 的早餐麦片。本研究发现，具有直接 CDM 的早餐麦片中总碳水化合物和总糖含量明显高于没有直接 CDM 的早餐麦片。
在南非销售的早餐麦片中，CDM 非常普遍。建议制定法规以遏制对营养成分的关注的包装食品的营销。
