New study shows unhealthy food advertising continues to disproportionately target consumers of color
CHANGES IN TOTAL FOOD AND BEVERAGE AD SPENDING: 2017 VS. 2021 *Advertisements in different media contains digital, print, radio, cinema, and out of doors. Supply: Evaluation of 2017 and 2021 Nielsen information (Nielsen International Media). Credit score: RUDD REPORT: Focused meals and beverage promoting to Black and Hispanic shoppers: 2022 replace.

U.S. meals and beverage firms disproportionately goal Black and Hispanic shoppers with promoting for high-calorie, low-nutrient merchandise, together with sweet, sugary drinks, and snacks, based on a brand new examine by the Rudd Middle for Meals Coverage & Well being on the College of Connecticut. The tens of millions they spend on this focused advertising contributes to inequities in diet-related illnesses closely affecting communities of shade, together with coronary heart illness, weight problems, and diabetes.

“Our examine reveals that meals firms proceed to straight goal Black and Hispanic shoppers with TV promoting that primarily promotes unhealthy merchandise,” stated Jennifer L. Harris, senior analysis advisor on the Rudd Middle and lead writer of the examine. “Firms say they worth and are dedicated to supporting these communities, however the tens of millions spent on focused promoting for merchandise like sweet, sugary drinks, and snack meals exacerbate the confronted by youth of shade and presents a major barrier to improved public well being and well being fairness.”

Key Findings

Meals and beverage TV promoting was extremely concentrated amongst a small variety of firms

For this report, the Rudd Middle analyzed TV promoting by all meals and beverage firms. Nevertheless, 19 firms had been accountable for 75% of all TV meals and beverage promoting spending, 79% of Spanish-language TV promoting, and 82% of Black-targeted TV promoting.

These firms included PepsiCo, Kellogg Firm, The Coca-Cola Firm, The Hershey Firm, Basic Mills, Mondelez Worldwide, The Kraft Heinz Firm, Mars, Ferrero U.S., Nestle U.S., Keurig Dr. Pepper, Crimson Bull, Campbell Soup Firm, Unilever United States, Tyson Meals, Danone North America, The Fantastic Firm, Put up Meals, and Conagra Manufacturers, Inc.

The proportion of unhealthy merchandise featured in meals and beverage TV advertisements focused to Black and Hispanic shoppers elevated from 2017 to 2021

  • Sweet, , snacks, and cereals represented three-quarters of Spanish-language and Black-targeted TV advert spending in 2021, up from roughly one-half every in 2017.
  • In 2021, Black youth and adults seen 9% to 21% extra meals and beverage TV advertisements in comparison with their White friends.
  • Firms additionally elevated their give attention to promoting to Spanish-speaking audiences, evidenced by a rise within the proportion of whole TV advert {dollars} firms devoted to Spanish-language TV from 2017 to 2021 (7.8% vs. 8.5%).

“Hispanics are a proud, numerous, culturally wealthy inhabitants that’s now the most important racial/ethnic minority in america. But, meals and beverage firms proceed to bombard Hispanic households with focused advertising for unhealthy meals, which contributes to the well being disparities that face this inhabitants. Hispanics deserve entry to, and promotion of, and drinks,” stated Amelie G. Ramirez, DrPH, MPH, examine co-author and director of Salud America!, a nationwide program to advertise well being equity-based on the Institute for Well being Promotion Analysis at UT Well being San Antonio.

There have been reductions in whole TV meals and beverage promoting spending, and reductions in TV advert publicity, because of main shifts in TV viewing habits

  • Complete TV meals and beverage advert spending declined by 25% between 2017 and 2021, and kids and youths seen 58% to 62% fewer TV advertisements general.
  • TV advertisements seen by Hispanic teenagers on Spanish-language TV declined at a decrease charge, by 38%.
  • Disparities in TV promoting publicity for Black versus White youth additionally decreased, because of higher declines in TV advertisements seen by Black youth (66-70%) than by White youth (56-58%).
  • Nevertheless, reductions in TV meals advert publicity mirrored declines within the period of time spent watching TV, together with by Black, White, and Hispanic youth, and don’t seem to replicate a change in ethnically focused advertising methods by .

“Meals and beverage firms usually base, and justify, their advertising observe on what they understand to be shopper demand. I problem that view,” stated Shiriki Kumanyika, Ph.D., MPH, professor at Drexel College, Dornsife Faculty of Public Well being, and founding chair of the Council on Black Well being. “Extra doubtless, racialized advertising of unhealthy merchandise displays a flawed enterprise mannequin by which leveraging the demographics of social drawback to maximise earnings from unhealthy meals and drinks is appropriate.”

A assessment of firms’ public statements additionally discovered quite a few examples of focused advertising campaigns geared toward multicultural youth

  • Many campaigns included hip-hop and Latinx music celebrities and different youth-oriented themes. Intensive cause-related advertising included donations and collaborations with nonprofits to profit and foster goodwill for nearly completely unhealthy meals and beverage manufacturers.

“Firms categorical how a lot they respect the tradition and issues of Black and Hispanic communities, however on the similar time, they seem to disregard the detrimental well being impacts of the merchandise they promote to Black and Hispanic youth,” stated Fran Fleming-Milici, Ph.D., examine co-author and the Rudd Middle’s director of Advertising and marketing Initiatives.


This report makes use of Nielsen syndicated market analysis information, which measured whole TV and focused TV promoting spending on Spanish-language and Black-targeted TV networks, in addition to TV advertisements seen by Hispanic, Black, and White youngsters, teenagers, and adults. This report excludes focused promoting by fast-food and different eating places, which was beforehand reported within the Rudd Middle’s Quick Meals FACTS 2021 report.

Extra info:
Research: … ting-Report-2022.pdf

Supplied by
UConn Rudd Middle for Meals Coverage & Well being

New examine reveals unhealthy meals promoting continues to disproportionately goal shoppers of shade (2022, November 14)
retrieved 14 November 2022

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