Abstract
BackgroundA variety of nutrient profiling models have been developed to restrict food marketing to children. Previous assessments have shown substantial differences in terms of model strictness and agreement, but EU-wide data on how leading products in the various national markets perform against these health-minded nutrition criteria are unavailable.ObjectiveTo evaluate the nutritional composition of the pre-packaged food offer in selected categories sold at scale in the EU using criteria of two nutrient profile models intended to restrict food marketing to children.MethodsThe nutrient profile models of the private-sector EU Pledge and of the World Health Organization's Regional Office for Europe were applied to a commercial database with sales and nutritional information of 2691 pre-packaged products from five product categories (breakfast cereals, ready meals, processed meat, processed seafood, and yoghurts) and 20 EU countries. This study describes the criteria not met, the product ineligibility rates, and the distances to the various criteria thresholds.FindingsBetween 48% (EU Pledge) and 68% (WHO Europe) of the 2691 products analysed were found to be ineligible for marketing to children. The criteria thresholds most often not met were those for total sugars (in breakfast cereals, yoghurts), salt (in processed meat, processed seafood, ready meals), and fibre (in breakfast cereals). Total and saturated fat criteria also played a substantial role in rendering yoghurt products ineligible, and the energy criterion did so for ready meals.InterpretationA large number of food products selling at scale in the EU do not meet the criteria of two EU-level nutrient profile models intended to restrict food marketing to children. Given the considerable market share of many such products, they are likely to be consumed widely and in some cases regularly, including by children, even without being marketed to them. Nutrient profile models could serve as benchmarking tools for monitoring and evaluating food product reformulation efforts.
Highlights
A nutritionally balanced diet is a cornerstone of good health
As overconsumption of energy-rich, nutrient-poor foods is a well-established risk factor for the development of non-communicable diseases (NCDs) [11], other initiatives are ongoing across the globe to promote a more healthful food supply in the first place and facilitate healthier diets for all age groups
Ineligibility of food products for marketing to children according to two EU-level nutrient profile models between 48% (EU Pledge model) and 68% (WHO Europe model) of the 2691 products studied were ineligible for marketing to children, with substantial variation between categories (31– 80% with the WHO Europe model, 29–65% with the EU Pledge model)
Summary
A nutritionally balanced diet is a cornerstone of good health. the high prevalence of overweight and obesity in many countries [1,2] indicates that people of all ages are not getting the balance right. Among the various information environment factors driving overweight, obesity, and diet-related diseases, the marketing of foods high in fat, sugars, and salt (HFSS) has been shown to be detrimental, to children’s diets [3,4]. For this reason, calls to reduce the HFSS food marketing pressure on children appear in many high-level policy documents [5,6,7,8,9]. Previous assessments have shown substantial differences in terms of model strictness and agreement, but EU-wide data on how leading products in the various national markets perform against these health-minded nutrition criteria are unavailable
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