Consumers think that marketing has a greater influence on children’s food choice than parents, according to the Institute of Grocery Distribution.
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IGD’s research, published in its own Consumer Watch publication, said that consumers believe there are benefits to targeting foods at children.
Anna Dawson, consumer research manager at IGD, said: “In general, consumers were comfortable with industry targeting food at children. They encouraged this when the food was considered to be nutritionally beneficial for the child.”
Marketing techniques used in promoting food to children – advertising, character branding and free toys – were discussed in detail by eight focus groups, with people aged from 16 years to over 60 years.
For further information, visit the IGD website: http://www.igd.com
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