Beverage marketing in retail outlets and The Balance Calories Initiative
Beverage marketing in retail outlets and The Balance Calories Initiative
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DOI：
10.1016/j.ypmed.2018.07.014
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发表时间：
2018-10-01
影响因子：
5.1
通讯作者：
Han, Bing
中科院分区：
文献类型：
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作者：
Cohen, Deborah A.;Bogart, Laura;Han, Bing
我们量化了“平衡卡路里计划”目标社区的杂货店、超市和便利店中饮料的投放和促销情况，该计划是由美国三大饮料公司发起的一项活动，旨在帮助美国人到 2025 年将饮料中的糖分消耗量减少 20%。这些公司承诺通过产品投放、特色推销、优惠券和其他激励措施等促销活动来提高人们对低热量和无热量饮料的兴趣，并在阿拉巴马州社区中的低收入社区加大力度，密西西比州和南加州。我们还测量了平衡卡路里倡议未专门针对的两个比较社区，在 2016 年至 2017 年观察了 5 个地区的 69 个零售店。我们发现，含糖饮料 (SSB) 是所有零售店中最常见的饮料，而承诺改变营销策略的公司品牌占据主导地位。 SSB 平均放置在杂货店的 25 个不同位置，而低/无热量饮料有 15 个，水有 11 个。实施两年后观察到的东洛杉矶商店与北密西西比三角洲、蒙哥马利的商店或对比商店之间没有发现任何差异。鉴于先前的证据表明接触销售点显示器会影响购买，因此应考虑减少 SSB 显示器的数量和位置，以减少 SSB 消耗。
We quantified the placement and promotion of beverages in groceries, supermarket and convenience stores in the communities targeted by The Balance Calories Initiative, a campaign launched by the top three American beverage companies to help Americans reduce consumption of sugar from beverages by 20% by 2025. The companies promised to drive interest in low-and no-calorie beverages through promotional efforts such as product placement, featured merchandising, couponing and other incentives, with more intensive efforts in lowincome communities in communities in Alabama, Mississippi, and Southern California. We also measured two comparison communities not specifically targeted by The Balance Calories Initiative, observing 69 retail outlets in 5 localities in 2016-2017.We found that sugar-sweetened beverages (SSBs) were the most common beverage in all outlets, and the brands of the companies pledging changes in marketing strategies the most dominant. SSBs were placed in an average of 25 separate locations in groceries vs. 15 for low/no-calorie beverages and 11 for water. No differences were noted between East LA stores observed 2 years after the initiative vs. stores in the North Mississippi Delta, Montgomery or the comparison stores. Given prior evidence that exposure to point-of-sale displays influences purchases, reducing the number and location of displays of SSBs should be considered to reduce SSB consumption.