The use of sports references in marketing of food and beverage products in supermarkets

Objective: Food marketing has been identified as a significant driver of the childhood obesity epidemic. The purpose of the present study was to (i) conduct a content analysis of the types of sports references that appear on supermarket food and beverage products and (ii) assess each product's nutritional and marketing profile. Design: This was a descriptive study. Every product featuring sports references on the packaging was purchased in two major supermarkets during 2010. A content analysis was conducted and nutritional evaluations were made based on the Nutrient Profile Model, a validated nutrition model. Marketing data were obtained from The Nielsen Company. Setting: Two major supermarkets in Connecticut, USA. Subjects: Food and beverage products (n 102) were selected from two supermarkets. Results: The 102 products (fifty-three foods and forty-nine beverages) had sports references as part of their packaging: 72.5% featured a character exercising, 42.2% were endorsed by a professional sports entity and 34.0% were child-targeted. The median nutrition score for food products was 36 (1 = unhealthiest and 100 = healthiest; scores of >= 63 are considered healthy according to this model). More than two-thirds of beverages (69.4%) were 100% sugar-sweetened. Children saw significantly more commercials for these products than adults. Conclusions: Companies place sports figures on food and beverage products that are child-targeted and unhealthy.