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Survey of Emotional Themes Used in Marketing of Commercial Baby Foods in the UK—Implications for Nutrition Promotion in Early Childhood

Author

Listed:
  • Ada Lizbeth Garcia

    (Human Nutrition, School of Medicine, Dentistry & Nursing, University of Glasgow, Glasgow G31 2ER, UK)

  • Nicole Chee

    (Human Nutrition, School of Medicine, Dentistry & Nursing, University of Glasgow, Glasgow G31 2ER, UK)

  • Elisa Joan Vargas-Garcia

    (Human Nutrition, School of Medicine, Dentistry & Nursing, University of Glasgow, Glasgow G31 2ER, UK)

  • Alison Parrett

    (Human Nutrition, School of Medicine, Dentistry & Nursing, University of Glasgow, Glasgow G31 2ER, UK)

Abstract

Claims used in the marketing of commercial baby foods are often misleading, and there are concerns that they exploit parental anxieties. We adapted a hierarchical consumer emotions model to explore the emotional themes used in the marketing of commercial baby foods sold in the UK market. A survey administered in three large UK supermarkets collected in-store data on commercial baby food characteristics and the marketing claims used on commercial baby food packaging. The keywords found in these claims were entered in N-Vivo and allocated to four preexisting emotional themes: contentment, happiness, love, and pride. The prevalence of each theme was compared by age suitability (4+, 6+, 9+, and 12+ months) and taste (sweet/savoury) profile. A total of 1666 marketing claims (median 5, IQR 3) and 1003 emotional keywords (median 3, IQR 3) were identified on the packaging of 341 commercial baby foods. Foods suitable for infants aged 6+ months displayed more claims (50%, p < 0.05) and emotional keywords (56%, p = 0.07). Savoury foods displayed more emotional keywords (63%, p < 0.001). The keywords “little”, “encourage”, “love(ly)”, and “tiny” were the most frequently used words under the theme of love (36% total contribution). The emotional connotations of the keywords under the theme “love” are extensively used in the marketing claims on commercial baby food packaging. These might exploit parental vulnerabilities and influence their purchasing of commercial baby foods.

Suggested Citation

  • Ada Lizbeth Garcia & Nicole Chee & Elisa Joan Vargas-Garcia & Alison Parrett, 2024. "Survey of Emotional Themes Used in Marketing of Commercial Baby Foods in the UK—Implications for Nutrition Promotion in Early Childhood," IJERPH, MDPI, vol. 21(3), pages 1-12, February.
    • Handle: RePEc:gam:jijerp:v:21:y:2024:i:3:p:258-:d:1344509
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    References listed on IDEAS

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    1. Andrea Begley & Kyla Ringrose & Roslyn Giglia & Jane Scott, 2019. "Mothers’ Understanding of Infant Feeding Guidelines and Their Associated Practices: A Qualitative Analysis," IJERPH, MDPI, vol. 16(7), pages 1-16, March.
    2. Ada L. Garcia & Sarah Looby & Kimberley McLean-Guthrie & Alison Parrett, 2019. "An Exploration of Complementary Feeding Practices, Information Needs and Sources," IJERPH, MDPI, vol. 16(22), pages 1-14, November.
    3. Trish Dearlove & Andrea Begley & Jane Anne Scott & Gemma Devenish-Coleman, 2021. "Digital Marketing of Commercial Complementary Foods in Australia: An Analysis of Brand Messaging," IJERPH, MDPI, vol. 18(15), pages 1-12, July.
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