1. BY: THE VITAMIN C GROUP ~ MEGAN SCHWELLER HOLLY SEBRING LIANE CESARE PAUL MIMS ASHLEY RILEY ELENA HEREVIA A Systematic Review of Grocery Store Aisles: Ready-to-Eat Cereals

3. What is Advertising? The act or practice of calling public attention to one's product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards

4. Purpose of this Study The purpose of this study was to review and analyze marketing strategies of ready to eat cereals as it relates to children and families and its impact on purchasing power in conjunction with nutrition

5. Why We Find This Study Important Breakfast cereals make up the third most popular item bought at grocery stores, behind soda and milk. Fourteen percent ($229 million) alone are spent on marketing breakfast cereals. Children are the main focus of breakfast cereals because approximately half of the American children eat breakfast each day with cold cereal being the food of choice.

7. Study Design / Methods Stores  Kroger  Aldi’s  Walmart  Dollar General These stores were selected due to geographical location and perceived quality for price in regards to families with children

8. Study Design / Methods cont. A systematic review of the following observational data:  Price  Placement  Size  Nutritional Claim  Fiber  Sugar  Iron  Calories

9. Study Design / Methods cont. Materials used:  Checklist  IOS Based technology including; Apple IPhones and Android platform smartphones

10. Checklist / Results Cereal StoreCerealPricePlacementSizeNutritional Claim Serving Size CaloriesFiberSugarIron Aldi's Millville Cinnamon Squares $1.89 Not placed with purpose 13 oz "10 g of whole grains per serving" 3/4 cup1301 g10 g50% Kroger Captain Crunch Oops! All Berries $2.97 Children's eye level (3.5 ft off the ground) 11 oz Colorful pictures only 1 cup1301 g15 g35% Dollar General Froot Loops$2.50Middle shelf12.2 oz "Good Source of Fiber & Made with Whole Grain 1 cup1103 g12 g25% Walmart Lucky Charms $2.82All Shelves16 oz "Good source of whole grains" 3/4 cup1102 g10 g25%

11. Discussion Marketing/advertising is a science and evident in large chain stores like Kroger's and Walmart Outliers are Aldi’s and Dollar General that lack a clear marketing scheme  Class question: Why do you think this is?

12. Discussion cont. Marketing tactics most common were:  Placement on shelves  At eye level for children  Visual Appeal  Bright colors  Cartoon characters  Pricing  Consistent box sizes with similar pricing structure  Kids cereal is “cheap”

13. Discussion cont. Nutritional analysis Kid’s cereals may not be the best choice in terms of nutritional status (sugar/calories) but they’re also not the worst choice Pros  Sources of whole grain  Good sources of Iron and Niacin Cons  High amounts of sugar  False marketing

14. Takeaway Message About one-third of packages on shelves are completely ignored, therefore it is important for retailers to highlight the items they want to sell. They use techniques or strategies such as placement and design to attract consumers and customers. The question is, are these products the best choices and do they have nutritional value or are they marketing gimmicks for profit.

15. How this Relates to the RD It is the Dietitian’s role to educate parents in order for them to instill healthful choices for their children Healthy and happy parents= healthy and happy children

16. What Can We Do? Counseling sessions Education Grocery store tours

17. “What really decides consumers to buy or not to buy is the content of your advertising, not its form.” -David Ogilvy

18. References *Can be found at the end of research papers