Sarah Naomi Campbell|Erica James|Fiona Stacey|Jenny Bowman|Kathy Chapman|Barbara Kelly
A mixed-method examination of food marketing directed towards children in Australian supermarkets
University of Newcastle Australia|University of Newcastle Australia|University of Newcastle Australia|University of Newcastle Australia|Cancer Council New South Wales|University of Sydney
purpose study determine prevalence childrens food requests parents experiences food marketing directed towards children supermarket environment mixedmethod design used firstly intercept interviews conducted parents accompanied childchildren exiting supermarkets sampled large regional centre australia parents asked prevalence types food requests childchildren supermarket visit whether purchased foods secondly focus groups n 13 telephone interviews n 3 conducted exploring parents experiences supermarket shopping children impact childdirected marketing 158 intercept survey participants 30 response rate 73 reported food request supermarket visit requested food items 88 unhealthy foods chocolateconfectionery common food category requested 40 parents 70 purchased least one food item requested shopping trip qualitative interviews identified four themes associated food requests prompts supermarket parents experience pester power supermarket prompts food requests supermarket parental responses pestering supermarket environment strategies manage pestering minimize requests food items food requests children common supermarket shopping despite majority requests unhealthy parents often purchase foods parents reported difficulties dealing constant requests expressed desire environmental changes including confectioneryfree checkouts minimization child friendly product placement reducing childrens exposure food marketing