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    Van Blarcom, J. R. 2013. Silly Rabbit! Brightly Colored Sugary Rice Cereal Is for Kids -- Or Is It?. Hospital Pediatrics, Vol. 3, Issue. 4, p. 386.


    Harris, Jennifer L. LoDolce, Megan E. and Schwartz, Marlene B. 2015. Encouraging big food to do the right thing for children’s health: a case study on using research to improve marketing of sugary cereals. Critical Public Health, Vol. 25, Issue. 3, p. 320.


    Zhu, Chen Lopez, Rigoberto A. and Liu, Xiaoou 2016. Information Cost and Consumer Choices of Healthy Foods. American Journal of Agricultural Economics, Vol. 98, Issue. 1, p. 41.


    Kelly, Bridget King, MPsy, Lesley Chapman, MND, Kathy Boyland, Emma Bauman, Adrian E. and Baur, Louise A. 2015. A Hierarchy of Unhealthy Food Promotion Effects: Identifying Methodological Approaches and Knowledge Gaps. American Journal of Public Health, Vol. 105, Issue. 4, p. e86.


    Berning, Joshua P. Huang, Rui and Rabinowitz, Adam 2014. An Evaluation of Government and Industry Proposed Restrictions on Television Advertising of Breakfast Cereals to Children. Journal of Consumer Policy, Vol. 37, Issue. 4, p. 507.


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Purchases of ready-to-eat cereals vary across US household sociodemographic categories according to nutritional value and advertising targets

  • Katia Castetbon (a1) (a2), Jennifer L Harris (a2) and Marlene B Schwartz (a2)
  • DOI: http://dx.doi.org/10.1017/S1368980011003065
  • Published online: 08 December 2011
Abstract
AbstractObjective

To describe ready-to-eat (RTE) cereal purchases in 2008 in the USA according to cereal nutritional quality and marketing strategy and household sociodemographic characteristics.

Design

Cross-sectional study of purchases in one year. Each type of cereal was assigned to one of four nutrition quality categories (based on Nutrient Profile Index, NPI) and one of four advertising categories based on television exposure and analysis of packaging (child-targeted, family-targeted, adult-targeted and no television advertising). Medians and distributions of purchase indicators were calculated for the cereal categories and the distributions were compared across sociodemographic groups.

Setting

RTE cereals (n 249) with complete label and nutritional content.

Subjects

RTE cereal purchases according to household sociodemographic characteristics obtained from Nielsen Homescan, a nationally representative panel of households.

Results

Purchases of RTE cereals were highest in households with one or more child and lowest in African-American and Asian households, as well as those earning <$US 30 000 per annum. The lowest-quality products were purchased by four times as many households as the highest-quality cereals, but loyalty to these products was lower. Purchases of cereals by households with children and in African-American and Hispanic households increased as cereal nutritional quality declined. Compared with non-advertised products, advertised child-targeted cereals were purchased thirteen times more frequently; family-targeted brand purchases were ten times higher; and adult-targeted cereals were purchased four times more frequently.

Conclusions

Our findings suggest that improving the nutritional quality of RTE cereals with advertising targeted to children could also lead to increased consumption of healthier products by young people.

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Corresponding author
*Corresponding author: Email katia.castetbon@univ-paris13.fr
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This list contains references from the content that can be linked to their source. For a full set of references and notes please see the PDF or HTML where available.

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