engleski

Marketing Mix as a Driver of Obesity Epidemic in Children

Obesity in children become a worldwide epidemic, especially in developed world. Health care authorities all over the world have different approaches to obesity issues that range from public health campaigns to more restrictive approach to strictly regulate or ban advertising campaigns of foods marketed to children. Most of paper address only one marketing mix tool – promotion. Other tools are neglected in the context of non-healthy food consumption and potential impact to obesity epidemic in young children. This paper defines marketing mix and analyzes marketing mix tools used in marketing of food and beverage aimed at young children. Each tool is described with the impact to non-healthy food consumption among children together with possible strategies aimed to control non-healthy food consumption that are implemented in various countries and settings. These strategies are challenged related to their success in preventing obesity epidemic in young children. In conclusion, it is argued that future investigation is needed that would consider the impact of entire marketing mix to consumption of non-healthy food in young children.

obesity, marketing mix, non-healthy foods, children, public health

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