cliodhna foley nolan (safefood)
TRANSCRIPT
Healthy Eating :Challenges
for familiesDr Cliodhna Foley-Nolan
Examples
1. Marketing , Children most vulnerable
2. Food Poverty and families @ disadvantage
3. Environment and ‘Personal Responsibility’ debate
Food Marketing- Innocent?
• Pervasive, Clever
• Influences purchases, preferences and consumption patterns
• Focus on high sugar, salt and fat products
• Strong impact on children
Marketing –children’s world
• Strong food brand knowledge: Children 3-5 yrs. matched logos to product
images for 63% brands (at 5 years, nearly 80% of all logos) Safefood 2012
• Knowledge of unhealthy food brands was higher among children who ate
less healthily; lived in disadvantaged communities; more home TV exposure;
mothers with less education. Safefood2012
• Early advertising priming, lifelong association (Connell 2014)
• Digital marketing aimed at early teens-engagement, emotions, entertainment.
Irish Heart Foundation 2015
Approach:
• Health literacy
• Marketing; Promotions and Sponsorship
• Calorie labelling
• Reformulation
Disadvantage and food poverty
• ~10% population• Consume less healthy food• Cost; availability; cooking facilities
and skills; less ‘tasty’• Health Burden- psychological/social,
obesity, DM2, CVD and cancers
Insights
• “Yeah well I’m not thinking long term, I’m just trying to get by, day by day”
• “Rent, heat and electric come first…”
• “Wouldn’t like the taste of vegetables or things…”
• “At least the freezer meals will be eaten, can’t afford waste…”
Key Findings Republic of Ireland
Weekly food costs (€) for a child
• Significant cost for all households with children, particularly those with an adolescent child.
• The cost of feeding a teenager was double the cost that of feeding a pre-schooler and €12–13/wk more expensive than for a primary school child.
Proportionate Universalism Marmot
Parental Responsibility vs ” Toxic Obesogenic Environments”
• Variable susceptibility to obesity
• Biology drives behaviour e.g. appetite
hormones; stress levels ; self-control
• Environment overrules restraint
Parents and children challenged:
No ‘quick fix’:
• Family -oriented
• Long term –sustained
• Societal movement
• Cross cutting: Government Departments and Food Industry
• Comprehensive
• Policy change and Community-based approaches