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Comparison of online marketing techniques on food and beverage companies’ websites in six countries

机译：六个国家的食品和饮料公司网站上的在线营销技术比较

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Food and beverage marketing contributes to poor dietary choices among adults and children. As consumers spend more time on the Internet, food and beverage companies have increased their online marketing efforts. Studies have shown food companies’ online promotions use a variety of marketing techniques to promote mostly energy-dense, nutrient-poor products, but no studies have compared the online marketing techniques and nutritional quality of products promoted on food companies’ international websites. For this descriptive study, we developed a qualitative codebook to catalogue the marketing themes used on 18 international corporate websites associated with the world’s three largest fast food and beverage companies (i.e. Coca-Cola, McDonald’s, Kentucky Fried Chicken). Nutritional quality of foods featured on those websites was evaluated based on quantitative Nutrient Profile Index scores and food category (e.g. fried, fresh). Beverages were sorted into categories based on added sugar content. We report descriptive statistics to compare the marketing techniques and nutritional quality of products featured on the company websites for the food and beverage company websites in two high-income countries (HICs), Germany and the United States, two upper-middle-income countries (UMICs), China and Mexico, and two lower-middle-income countries (LMICs), India and the Philippines. Of the 406 screenshots captured from company websites, 67·8% depicted a food or beverage product. HICs’ websites promoted diet food or beverage products/healthier alternatives (e.g. baked chicken sandwich) significantly more often on their pages (25%), compared to LMICs (14·5%). Coca-Cola featured diet products significantly more frequently on HIC websites compared to LMIC websites. Charities were featured more often on webpages in LMICs (15·4%) compared to UMICs (2·6%) and HICs (2·3%). This study demonstrates that companies showcase healthier products in wealthier countries and advertise their philanthropic activities in lower income countries, which is concerning given the negative effect of nutrition transition (double burden of overnutrition and undernutrition) on burden of non-communicable diseases and obesity in lower income countries.Electronic supplementary materialThe online version of this article doi: (10.1186/s12992-017-0303-z) contains supplementary material, which is available to authorized users.
机译：食品和饮料营销助长了成人和儿童的饮食选择。随着消费者在互联网上花费更多的时间，食品和饮料公司已经加大了其在线营销力度。研究表明，食品公司的在线促销活动使用多种营销手段来推广大部分能量密集，营养不良的产品，但没有研究可以比较食品公司的国际网站上促销的产品的在线营销手段和营养质量。在这项描述性研究中，我们开发了定性编码手册，对与全球三大快餐店（即可口可乐，麦当劳，肯塔基炸鸡）相关的18个国际公司网站上使用的营销主题进行了分类。根据定量的营养成分指数评分和食品类别（例如油炸，新鲜）评估了这些网站上精选食品的营养质量。根据添加的糖分，将饮料分类。我们报告描述性统计数据，以比较两个高收入国家（HIC）德国和美国（两个中上收入国家）的食品和饮料公司网站的公司网站上介绍的营销技术和产品的营养品质（ UMIC），中国和墨西哥，以及两个中低收入国家（LMIC），即印度和菲律宾。从公司网站捕获的406个屏幕截图中，有67·8％描绘了食品或饮料产品。与中低收入国家（14·5％）相比，高收入国家的网站在其网页上更频繁地宣传减肥食品或饮料产品/更健康的替代品（例如烤鸡肉三明治）（25％）。与LMIC网站相比，HIC网站上可口可乐精选减肥产品的频率更高。与UMIC（2·6％）和HIC（2·3％）相比，LMIC（15·4％）的网页上的慈善活动更多。这项研究表明，公司在较富裕的国家展示更健康的产品，并在较低收入的国家宣传其慈善活动，这与营养过渡（营养过剩和营养不足的双重负担）对非传染性疾病和肥胖的负面影响有关。电子补充材料本文doi的在线版本（10.1186 / s12992-017-0303-z）包含补充材料，授权用户可以使用。

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