1. Effects of Fast-Food Branding on Children’s Taste Preferences Lai, S. T.1, Yeap, R.2, & Beevi, Z.1 1 International Medical University, Bukit Jalil, Malaysia 2 Red Deer College, Alberta, Canada
Introduction
Health authorities and public communities stated that fast food marketing is the most recognized potent force for contribution to childhood obesity (Fleck, 2003). Recent evident revealed that children as young as two-year-old can develop taste and brand preferences via simple cognitive abilities, this then allows them to be the targets of many food marketers (Fischer, Meyer, John, Adam, & Tina, 1991). However, many industry players feel they are unjustifiably penalized and denied target children with promotional gimmicks. Therefore the importance of this study is to investigate whether children’s taste preferences were influenced by branding from a heavily marketed source.
Objective
To examine the effects of cumulative, real-world marketing and brand exposure on young children by testing the influence of branding from a heavily marketed source (i.e. Brand M) on taste preferences.
Method
Sixty preschoolers (Males= 33, Females= 27) aged between three to six years old (M= 4.6, SD =1.2) and of different ethnicity - Malay (3.3%), Chinese (83.3%), Indian (8.3%) were recruited. Based on their BMI values, they were grouped into (i) Non-obese (n = 45), and (ii) Overweight and Obese (n = 15) group.
Materials
Basic Demographic Information
Fast-Food Branding and Taste Preferences Questionnaire
Food Products
Procedure
Upon receipt of parental consents and completed questionnaires, participants were invited to participate in a food tasting game.
Each child was presented with a tray of foods that has been pre-wrapped with popular fast-food chain packaging and unbranded packaging in random assortment.
They were then asked to
taste the pair of foods, indicating
whether the two tasted the
same, or if one tasted better.
Results
Figure 1 and 2 show participants’ general fast-food consumption.
Table 1 summarizes the analysis of children’s taste preferences to packaging of popular and non-popular branding on identical food products via basic descriptive statistics. Chi-square was used to compare the effects of fast-food branding on taste preferences of non-obese and overweight and obese children, result show no significant differences (Table 2). Overall, most children were able to recognize food product with branded packaging (n=51, 85.0%).
Table 1
Effects of Branding on Taste Preferences of the Food Products (n = 60)
Table 2
Comparing effects of Fast-Food Branding on Taste Preferences of Non-obese and Overweight and Obese Children
Conclusion
Findings revealed that children’s taste preferences for the taste of a particular food product increased when it was packaged with popular brand. Although carrots were least preferable food within experiment, participants reported carrots packaged with Brand M’s wrapper tasted even better than burgers. Further investigation revealed no significant differences between lean and overweight and obese individuals in foods that are wrapped with popular fast-food brand packaging. Regardless of weight status, majority of preschoolers were able to identify foods wrapped with popular fast-food brand packaging (i.e. Brand M).
Implications
Chicken Burger
Chicken Nugget
Baby Carrot
Total Mean
Brand M
35 (58.3%)
44 (73.3%)
39 (65.0%)
38 (63.3%)
Unbranded/ Neutral
15 (25.0%)
13 (21.7%)
12 (20.0%)
14 (23.3%)
No preferences/
do not answer
10 (16.7%)
3 (5.0%)
9 (15.0%)
8 (13.3%)
Brand
Neutral
No preference/ Answer
Chi Square
χ² (2, n = 60)
(p-value)
Chicken Burger 35 15 10
2.298
.317
Chicken Nugget 44 13 3
.873
.646
Baby Carrot 39 12 9
2.325
.313
Figure 1. Participants’ favorite fast-food product
Practice
Research
Brand nutritious products that are appealing to children.
Nutritionists and health practitioners can use findings to design educational based programs
Adopt longitudinal design
Use brands that are less recognizable
Figure 2. Frequency of participants’ fast-food consumption
References
Fleck, F. (2003). News: WHO challenges food industry in report on diet and health. BMJ, 326, 515.
Fischer, P. M., Meyer, P., John, W. R. Jr., Adam, O. G., & Tina, H. R. (1991). Brand Logo Recognition by Children Aged Three to Six Years: Mickey Mouse and Old Joe the Camel. Journal of the American Medical Association, 266, 3145–3148.
Special thanks to all parents and children who have participated in this study.