Kindervoedselmarketing: Suggestieve porties op verpakkingen - Een experiment naar de consumptie van ontbijtgranen bij kinderen

Goele Aerts
Persbericht

Kindervoedselmarketing: Suggestieve porties op verpakkingen - Een experiment naar de consumptie van ontbijtgranen bij kinderen

Leiden grotere porties tot overdadigheid?

Kinderen vormen een groeiende markt voor vele producten, maar voedsel is bij uitstek de sterkst geadverteerde categorie voor de jongste consumenten. Bovendien is het vooral ongezond voedsel waaraan grote marketingbudgetten besteed worden. De laatste decennia werd reeds heel wat onderzoek verricht omtrent dit topic. Recent masterproefonderzoek aan de KU Leuven toont aan dat ogenschijnlijk subtiele marketingbeslissingen effect hebben op eetgedrag bij kinderen van vier tot vijf jaar. Communicatiewetenschapster Goele Aerts concludeert op basis van haar experiment dat wanneer een grotere hoeveelheid aan voedsel gepresenteerd wordt op een verpakking ontbijtgranen, er meer van gegeten wordt.

Een goed begin?Voeding is een belangrijke factor tijdens het groeiproces van jonge kinderen. Echter, kinderen worden de laatste jaren steeds meer gebombardeerd met marketing die ongezonde voeding aanprijst. Het eten van al dit ongezonde voedsel veroorzaakt steeds vaker zwaarlijvigheid bij jonge kinderen. Obesitas is momenteel één van de meest voorkomende en wereldwijde gezondheidsproblemen. Maar heeft die marketing inderdaad ook nefaste effecten? Studies tonen aan dat kinderen hun attitudes en gedrag veranderen als gevolg van persuasieve technieken, zoals leuke figuurtjes die het eten aanprijzen. Een lacune is echter dat er te weinig aandacht wordt besteed aan andere marketingtechnieken die veel subtieler zijn. Deze studie onderzocht of de gesuggereerde portiegrootte op de voorkant van de voedselverpakking een invloed heeft op de inname van ontbijtgranen bij kinderen.

Het experimentKinderen zouden iedere ochtend moeten ontbijten, want hebben gedurende de dag dan meer energie. Kinderen kiezen vaker voor ontbijtgranen als ontbijt. Hoe dan ook, de calorieën van de toegevoegde suikers overschrijden vaak het totaal aantal aanbevolen calorieën. Vier weken lang werd het eetgedrag van kinderen van vier tot vijf jaar gemeten op hun school. Het onderzoek bestond uit een experiment dat gebaseerd is op dat van Looney & Raynor (2011). Twee verschillende verpakkingen van twee verschillende soorten ontbijtgranen werden ontworpen en aan kinderen voorgelegd, waarbij portiegrootte gemanipuleerd werd. De variabele suikerwaarde werd enkel opgenomen om een zo groot mogelijke variabiliteit. Wanneer de ontbijtgranen met een grote foto op de verpakking stonden dan deden de kinderen meer ontbijtgranen in hun kom, aten ze meer en dronken ze er meer melk bij. Wat ook uit de studie bleek, is dat een BMI boven het steekproefgemiddelde geen beïnvloedende factor is en dat de variabelen lekker en honger dat wel zijn. De conclusie van deze studie is dat ogenschijnlijk subtiele marketingbeslissingen, zoals suggestieve afgebeelde porties, wel degelijk een gevolg hebben op het eetgedrag van jonge kinderen.

De discussie zonder eindpuntEen eerste belangrijke vraag die men na dit onderzoek kan stellen, is: “wat is de samenleving hiermee?”. De resultaten staven dat verschillende factoren van relevante invloed zijn op de consumptie van cornflakes bij vier- à vijfjarige kinderen. Men stelt vast dat er niet genoeg onderzoek gevoerd is naar hoe kinderen en ouders omgaan met subtiele marketingbeslissingen. Het is voor de gemeenschap tot nut om meer te weten te komen over de eventueel gehanteerde coping strategieën. Evenzeer is het van belang dat ouders weten hoe ze hun kinderen het best kunnen ondersteunen, het is van belang om obesitas preventief aan te pakken. Bovendien dient er een gepast beleid uitgewerkt te worden, zo kan men suggereren dat ook verpakkingen kritisch gereglementeerd dienen te worden of dat ouders bijvoorbeeld ontbijtgranen zonder verpakking op tafel kunnen zetten. Een tweede vraag is: “wat is de wetenschap hiermee?”. Het is voor de wetenschap van belang dat er een relatief onbekend terrein aan de hand van dit onderzoek inzichtelijk gemaakt werd. Er is veel onderzoek gedaan naar de blootstelling van endorsers, merklogo’s,… en dagelijks zijn er weer nieuwe resultaten en cijfers in de media te vinden. Er zijn echter weinig onderzoeken specifiek gericht op subtiele technieken, zoals gesuggereerde porties op een verpakking.

Hoe meer we krijgen, hoe meer we willen?Porties zijn van belang in de strijd tegen obesitas. Hoe meer voedsel gepresenteerd wordt, hoe meer men consumeert. Doorheen deze studie werd dan ook de aandacht gevestigd op het alsmaar stijgend gewicht en de bezorgdheid om de gezondheid van kinderen, een fenomeen waarin voedselproducenten een primaire rol spelen. Het is dus zowel voor toekomstig onderzoek als voor marketeers uiterst interessant om de paden van kindervoedselmarketing verder te betreden.

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