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Breakfast Food Advertisements in Mediterranean Countries: Products’ Sugar Content in the Adverts from 2015 to 2019

Faculty of Information and Communication Sciences, Universitat Oberta de Catalunya, 08035 Barcelona, Spain
Children 2021, 8(1), 14; https://doi.org/10.3390/children8010014
Received: 5 December 2020 / Revised: 24 December 2020 / Accepted: 27 December 2020 / Published: 31 December 2020
(This article belongs to the Special Issue New Research in Childhood Nutrition)
Although Spain was considered to be the healthiest country in the world in 2019, some studies reported that Mediterranean diet (MD) adherence, especially for breakfast, is low among children in Mediterranean countries, where child obesity is increasing alarmingly. This study correlated longitudinally the sugar content of breakfast products with advertising strategies. The research design applied quantitative analysis to compile the advertising data from 2015 to 2019 for all media, qualitative analysis of the content, and the use of popular characters to promote the food purchase. Additionally, a nutritional analysis was used to determine the products’ sugar content. The results were analyzed according to the target they were aimed at (adults or children). Results showed that the Spanish food industry promoted unhealthy products for breakfast, especially those targeted to children, with very high sugar content. To improve the childhood obesity rate in Spain, greater involvement from the food industry is needed. The reformulation of breakfast products must be a priority along with additional sugar reduction strategies so as not to lose adherence to MD in younger generations. More nutrition education is necessary among children, especially on balanced breakfast consumption, a basic meal that helps children to concentrate better in class during the morning. View Full-Text
Keywords: breakfast; childhood obesity; food advertising; food policy; media; Mediterranean diet; sugar-sweetened food breakfast; childhood obesity; food advertising; food policy; media; Mediterranean diet; sugar-sweetened food
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MDPI and ACS Style

Montaña Blasco, M. Breakfast Food Advertisements in Mediterranean Countries: Products’ Sugar Content in the Adverts from 2015 to 2019. Children 2021, 8, 14. https://doi.org/10.3390/children8010014

AMA Style

Montaña Blasco M. Breakfast Food Advertisements in Mediterranean Countries: Products’ Sugar Content in the Adverts from 2015 to 2019. Children. 2021; 8(1):14. https://doi.org/10.3390/children8010014

Chicago/Turabian Style

Montaña Blasco, Mireia. 2021. "Breakfast Food Advertisements in Mediterranean Countries: Products’ Sugar Content in the Adverts from 2015 to 2019" Children 8, no. 1: 14. https://doi.org/10.3390/children8010014

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Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

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