How do young people engage with food branding?:Project Final Report

The prevalence of obesity in children and young people (CYP) continues to increase, with 30% of boys and 26% of girls under 11 years overweight in 2003. In line with the PSA target on childhood obesity, halting the upward trend is the prime objective of Choosing Health, with the Healthy Schools Programme placing particular emphasis on improving diet.Food marketing is recognised to be an important influence on children’s diet, particularly through the growing dominance of youth-oriented brands like Coca Cola and McDonalds. Branding is a powerful marketing tool for the adolescent market. It supports young people’s efforts to use the symbolism embedded in consumer products to create, foster and develop their self-identity, and low-income teenagers appear to be particularly brand-loyal. However, very little is known about young people’s relationship to food brands and its influence on their food choices