title: What foods are US supermarkets promoting? A content analysis of supermarket sales circulars.
abstract: This study compared the types of foods advertised in supermarket newspaper circulars across geographic region (US Census regions: northeast [n=9], midwest [n=15], south [n=14], and west [n=13]), obesity-rate region (i.e., states with CDC adult obesity rates of <25% [n=14], 25 to <30% [n=24], and ≥ 30% [n=13]), and with MyPlate recommendations. All food advertisements on the first page of each circular were measured (±0.12-in.) to determine the proportion of space occupied and categorized according to food group. Overall, ≥ 50% of the front page of supermarket sales circulars was devoted to protein foods and grains; fruits, vegetables, and dairy, combined, were allocated only about 25% of the front page. The southern geographic region and the highest obesity-rate region both devoted significantly more advertising space to sweets, particularly sugar-sweetened beverages. The lowest obesity-rate region and western geographic region allocated the most space to fruits. Vegetables were allocated the least space in the western geographic region. Grains were the only food group represented in ads in proportions approximately equal to amounts depicted in the MyPlate icon. Protein foods exceeded and fruits, dairy, and vegetables fell below comparable MyPlate proportional areas. Findings suggest supermarket ads do not consistently emphasize foods that support healthy weight and MyPlate recommendations. More research is needed to determine how supermarket newspaper circulars can be used to promote healthy dietary patterns.
authors.affiliation: 26 Nichol Avenue, Nutritional Sciences Department, Rutgers, The State University of New Jersey, New Brunswick, NJ 08901, USA. jmartin@aesop.rutgers.edu
authors.forename: Jennifer
authors.initials: J
authors.lastname: Martin-Biggers
authors.forename: Meredith
authors.initials: M
authors.lastname: Yorkin
authors.forename: Carena
authors.initials: C
authors.lastname: Aljallad
authors.forename: Caroline
authors.initials: C
authors.lastname: Ciecierski
authors.forename: Ivbaria
authors.initials: I
authors.lastname: Akhabue
authors.forename: Jessica
authors.initials: J
authors.lastname: McKinley
authors.forename: Katherine
authors.initials: K
authors.lastname: Hernandez
authors.forename: Courtney
authors.initials: C
authors.lastname: Yablonsky
authors.forename: Rachel
authors.initials: R
authors.lastname: Jackson
authors.forename: Virginia
authors.initials: V
authors.lastname: Quick
authors.forename: Carol
authors.initials: C
authors.lastname: Byrd-Bredbenner
mesh_terms: D000329:Advertising; D003132:Commerce; D004032:Diet; D005523:Food Supply; D006801:Humans; D009524:Newspapers as Topic; D009765:Obesity / Q000209:etiology*; D014481:United States