Effects of licensed characters on children's taste and snack preferences in Guatemala, a low/middle income country
Date
2014-03
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Publisher
Macmillan Publishers
Abstract
BACKGROUND: Marketing of high-energy, low-nutrient foods is one of the contributing factors to the obesity-promoting
environment. Licensed characters are typically used to market these foods to children because they increase brand recognition and
sales, and data suggest that they affect the taste and snack preferences of children in high-income countries, but it has not yet
been explored in low/middle income countries (LMICs). We sought to examine how licensed characters on food packaging
influence children's taste and snack preferences in Guatemala, a LMIC.
METHODS: One hundred twenty-one children (mean ± s.d. age, 7.4 ± 1.9 years) from four (two preschool and two elementary)
public schools in Guatemala tasted three food types: potato chips, crackers and carrots. Each was presented in two identical
packages, except that one had a licensed character and the other did not. Children tasted the foods (six total) in each package and
answered whether they tasted the same or one tasted better. Snack preference was also evaluated.
RESULTS: Children were significantly (Po0.001) more likely to prefer the taste of the foods inside the package with the licensed
character compared with the one with no character (mean ± s.d., 0.24 ± 0.54). Most (66%) chose the food in the package with the
character for a snack. Younger children (Po0.001) were more likely to prefer the taste of the food inside the package with the
character.
CONCLUSIONS: Licensed characters on food packaging influence Guatemalan children's taste and snack preferences. Given that
these characters are typically used to promote high-energy, low-nutrient foods, their influence could contribute toward
overconsumption of these foods and consequently increased risk of obesity in Guatemalan children. Therefore, public health
advocates, in Guatemala and elsewhere, might explore restricting the use of licensed characters on food packaging as a public
health strategy.
Description
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Journal Article (peer-reviewed)
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Keywords
PEDIATRIC OBESITY, MIDDLE INCOME COUNTRIES, MARKETING, HEALTH POLICY, TASTE/SNACK PREFERENCE, LICENSED CHARACTERS, SNACKS, GUATEMALA, CHILDREN, LOW INCOME COUNTRIES, PACKAGING, PUBLIC HEALTH
Citation
Letona, P., Chacon, V., Roberto, C., & Barnoya, J. (2014). Effects of licensed characters on children's taste and snack preferences in Guatemala, a low/middle income country. International Journal of Obesity, 1-4. doi:10.1038/ijo.2014.38