Study Examines Promotion of Breakfast Cereals in Canadian Supermarkets

Obesity Rates Among Canadian Children

A recent study has revealed the frequency with which Canadian supermarkets promote healthy versus unhealthy breakfast cereals. Currently, over one in nine children in Canada are classified as obese. Previous research indicates a strong link between obesity and the consumption of unhealthy foods. Since supermarkets are the primary venues for food purchases, they significantly influence what consumers buy and eat.

High Sugar Content in Breakfast Cereals

Breakfast cereals are often marketed as healthy options. However, extensive research indicates that many cereals, particularly those targeted at children, do not live up to these claims. An analysis of cereals sold in Canadian supermarkets found that a staggering 93% of those marketed to children contain high sugar levels.

Findings from Recent Research

A recent study published in BMC Public Health investigated the promotion of breakfast cereals in Canadian supermarkets. Researchers focused on whether less healthy cereals were promoted more frequently than their healthier counterparts.

Results of the Study

The findings revealed that 29.8% of the 225 cereals analyzed were deemed healthier, while 70.2% were classified as less healthy. Additionally, the study indicated that less healthy cereals were displayed at eye level and were promoted 2.9 times more often than healthier options.

Implications for Supermarkets and Public Health

This study underscores the need for changes within supermarket chains across Canada to encourage the purchase of healthier breakfast cereals. Stakeholders must collaborate to transform the current environment. Governments and public health officials also play a crucial role in partnering with supermarkets to promote healthier food choices, necessitating the development of strategies that provide incentives for these retailers to highlight nutritious breakfast cereals.

Author Information

Written by Jade Marie Evans, MPharm, Medical Writer.

Reference

Kent et al. (2017). Less healthy breakfast cereals are promoted more frequently in large supermarket chains in Canada. Available: https://bmcpublichealth.biomedcentral.com/articles/10.1186/s12889-017-4886-3. Last accessed 26th Nov 2017.