Food-processing marketing can take many forms, be it advertising to children, sports sponsorships or product packaging itself. We are continuously exposed to advertising of foods high in saturated fats, trans-fatty acids, free sugars or salt, especially children.
In fact, the food industry is working hard to promote its products. As for sugary and energy drinks companies, they are constantly looking for new drinks to appeal to all consumer segments, distribute them in many points of sale and use a wide range of aggressive techniques.
The 4 Ps of marketing = product, price, placement (in the sense of distribution) and promotion
In order to conquer new markets, the industry bets on a so much broader variety of products that the supply of SSBs today is enormous.
By targeting each sliver of the market and broadening product lines, companies seek to stand out from the field. There is a SSB for each type of consumer.
To learn more, see the full report on the product.
To learn more, see the full report on pricing.
To learn more, see the full report on placement.
Promotional activities of the large food-processing industry influence young people, specifically targeted by advertisers, who see them as consumers with strong purchasing power and the potential to be loyal to a brand:6,7,8
Different media are used by the soft drinks industry to its target audiences:
To learn more, see the full report on promotion.