The food industry : targeting children

Abstract

Food industries are actively targeting children by the promotion of products usually of low or unbalanced nutritive content, through the media, sponsorships free gifts and other schemes. These items often substitute healthier alternatives and are a major cause for concern, which needs to be addressed. Until now, little research has been done on the influence of the food industry on Maltese primary school aged children. This study focuses on the eating habits of eight and nine years olds and the factors that influence their purchasing patterns. A questionnaire was distributed to Year 5 Primary School children in order to identify the types of foods and beverages consumed within and outside the home environment. An interview was also carried out with their respective teachers to identify the nutrition content of the Year Five curriculum. The results indicate that promotional materials and the media are influencing children and that teachers make little or no contribution towards developing healthy eating habits. This study indicates that teachers could make a greater contribution towards developing healthy eating habits as part of an overall reduction in the diet-related disorders of the Maltese population.