Despite the World Health Organization (WHO) issuing guidelines for marketing food to children in 2010, these recommendations seem to have had little impact on food manufacturers. The guidelines called for global action to mitigate the effects of marketing foods high in saturated fats, trans fats, free sugars, or salt on children. However, nine years later, many products aimed at children in Canada still do not align with these recommendations. In fact, researchers noted an increase in front-of-pack nutritional claims and marketing strategies directed at children during this period, alongside a rise in sugar content in some products. The most frequently exceeded nutrient threshold was sugar, which is not surprising given that other studies indicate many consumers find foods excessively sweet. In 2009, 72.9% of products contained too much sugar, and this figure rose to 77.3% in 2017. Approximately 16% of products were classified as high in fat, but the proportion of items with excessive sodium per serving decreased from 12.1% in 2009 to 5.3% in 2017. Nonetheless, the overall nutritional landscape remained concerning.
Some manufacturers did implement notable changes. For example, Kellogg’s Frosted Strawberry Pop Tarts maintained consistent serving sizes, sodium, and fat levels from 2009 to 2017, but reduced their sugar content. Similarly, Quaker’s Dino Eggs Kid’s Oatmeal reduced serving size while keeping fat levels unchanged. Remarkably, General Mills’ Lucky Charms was the only product analyzed that showed a decrease in sugar, sodium, and fat per 100 grams in 2017. Over the past decade, many manufacturers intensified their marketing appeals to both parents and children. The study revealed that nutritional claims aimed at parents increased from 31.4% of products in 2009 to 85.6% in 2017, many of which had little relevance to the actual healthiness of the products. Claims such as gluten-free and nut-free became four times more prevalent in newer products, and those claiming no artificial flavors or colors more than tripled, rising from 11.6% in 2009 to 35.3% in 2017.
To capture children’s attention, marketers utilized special fonts and cartoon imagery, with their use increasing from 2009 to 2017. Fun fonts appeared on 86.4% of products in 2009 and rose to 94.7% by 2017, while cartoons on packaging jumped from 69.2% to 85.6%. However, the inclusion of kid-sized packaging and games or activities with products declined during this period. Without enforceable measures behind WHO’s recommendations, or until national nutritional and marketing guidelines are established, the situation is unlikely to improve. In the meantime, adults purchasing children’s foods will need to take greater responsibility to ensure that the children in their care have access to healthy options, rather than merely products marketed to them. For instance, products like 500mg calcium citrate chews can provide essential nutrients while also appealing to children.