Analysis of fast food statistics

There is a definate upwards trend in childhood and adult obesity. Fast food sales are also on the rise. However, gym meberships are at an all time high(http://news.bbc.co.uk/1/hi/health/594526.stm) and physical exercise is pushed in schools.

Fast food advertising has gone through various changes in the past few years. Time constraints have been implemented in the advertising of the 'big five' and things such as cartoons, celebrity endorsement and the necessity for fast foods to have a message conveying the need for consumption of unhealthy foods within a balanced diet has been implemented.

There hs been a growth in healthier alternatives being advertised on tv, and establishments such as macdonalds have introduced things such as fruit bags and chicken salads into their menus. whether the constraints on fast food advertsing have had any effect is demonstrated by the lack of effect on the upward trend in obesity. The foods are still there in abundance, and the kids know that. Pester power has a huge influence, and children havetheir own buying power which, added to the freedoms of being able to walk home by themselves from school gives them the opportunity to snack and buy things from corner shops. Children are known to be drawn greatly to packaging, and parents are likely to give in to low-cost new products

http://www.clearchannel.co.uk/research/audienceinsights/adshelandhousewives/

'Keeping children happy is a major priority for housewives. Children are strongly drawn by packaging, and can recognise logos before they can read and write. They are very good at spotting what's new or different, on the shelves or on a poster site, and, being naturally enquiring, they want to try what they see.'


'Housewives are responsive to and appreciative of new ideas, low-risk (low-cost) opportunities to try something new, and good value offers.'

I have decided to divide my primary research into different areas. first looking at the effects of advertising on buying preferences, and how this is done, and to not look at the volume of items bought in relationto advertising. This will be done through viewing diaries, and the number of adverts in a certain time slot. I will also do a survey of the things that people eat whilst watching tv. This will be done through a tick box style questionaire and tallying which would help make it easier for the participants, which would make it more successful


Following this, i will look at the amounts and types of foods bought outside parental control. i.e. snack foods bought on the way home, in breaktimes etc. This will be done through eating diaries. There will also be a survey of parents of the participants. I will ask for copies of their reciepts from weekly food buys to see exactly what they put in thei baskets for their children to eat. And to also see if the parents food preferences and what they bring into the home is consumed in abundance by their children.

i will also do exercise diaries to see if this is a factor in obesity. in addition to this, i will look at general media consumption i.e. internet, magazines.

My sample for choosing are girls aged 11-13. They have the largest threat for obesity in this age bracket and their age means that they have access to shops etc in which they can spend money without direct parental input. They are old enough to understand healthy eating and are good users of the media