Effects of marketing claims on toddler food products on parents’ product preferences, perceptions and purchasing intentions: an online experiment

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Effects of marketing claims on toddler food products on parents’ product preferences, perceptions and purchasing intentions: an online experiment

Effects of marketing claims on toddler food products on parents’ product preferences, perceptions and purchasing intentions: an online experiment
2024
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Publication sheet

Nome da publicação: Effects of marketing claims on toddler food products on parents’ product preferences, perceptions and purchasing intentions: an online experiment

Authors: Helen Gwenda Dixon, Mamaru Ayenew Awoke, Maree Scully, Jennifer McCann, Jane Martin, Belinda Morley, Anthea Rhodes, Alison McAleese, Andrea Schmidtke

Source: International Journal of Behavioral Nutrition and Physical Activity

Published in: 2024

File type: Artigo de periódico

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Summary

The retail market for toddler-specific packaged foods is growing. Many of these products are ultra-processed and high in nutrients of concern for health, yet marketed in ways that may make them appear wholesome. This study aims to assess parents’ responses to claims on unhealthy, ultra-processed toddler food products and test whether removing such claims promotes more accurate product perceptions and healthier product preferences. Findings indicate that ‘free from "bad" ingredient’ claims on unhealthy toddler foods are of most concern, as they boost the appeal of these products to parents. ‘Contains "good" ingredient’ claims and ‘child-related’ claims showed limited effects in this study. Considering available evidence, we recommend claims should not be permitted on child-oriented foods, as they may promote inaccurate product perceptions and unhealthy product choices by parents, that can detract from their children’s diets and health.