Food and beverage marketing targeted to children ages 12 and under leads them to request and consume high-calorie, low-nutrient products, says a new report from the Institute of Medicine of the National Academies. Concern has focused on food and beverage marketing practices because of the increase in new products targeted specifically to children and youth over the past decade and the media's increasing role in socializing young people. Companies spent an estimated $10 billion to market foods, beverages, and meals to U.S. children and youth in 2004, and four of the top 10 items that children ages 8 to 12 say they can buy without parental permission are either foods or beverages.
Some companies and fast-casual restaurants have recently taken steps to develop and promote healthier offerings, but overall the food, beverage, and restaurant industries spend the majority of their resources on products that contain high amounts of added sugar, fat, and salt and that lack essential nutrients, the report says. These industries should shift their creativity and resources to develop a wider array of products that are nutritious, appealing, and affordable.
