Effekte von Lebensmittelmarketing auf das Ernährungsverhalten

Zusammenfassung

In Deutschland zeigt die Prävalenz von Übergewicht und Adipositas ein hohes Niveau, was einen deutlichen Handlungsbedarf vor allem auf Präventionsebene nötig macht. Die Prävention stellt eine gesamtgesellschaftliche Aufgabe dar, bei der verschiedene Akteure eine wesentliche Rolle spielen. Dies ist vor allem der Tatsache geschuldet, dass die Entstehung von Übergewicht und Adipositas multifaktoriell ist. Die Hauptursache ist eine positive Energiebilanz, für welche verschiedene Faktoren ursächlich sind. Hierzu zählt das Angebot von energiedichten Lebensmitteln, zuckergesüßten Getränken und übermäßigen Portionsgrößen, die über Marketingstrategien beworben werden. Es ist vielfach belegt, dass sich die Lebensmittelwerbung vor allem an ungesunde Produkte richtet und die Werbemaßnahmen vor allem bei Kindern einen deutlichen Effekt auf die Auswahl der Lebensmittel und Getränke haben. Neben der Eindämmung und des Verbots an Kinder gerichtete Lebensmittelwerbung sind Anreize und Nudgingmaßnahmen für gesunde Lebensmittel und Getränke nötig, um einen gesundheitsförderlichen Lebensstil in allen Lebensphasen zu erleichtern.

Abstract

In Germany, the prevalence of overweight and obesity is high. Therefore, there is an urgent need for prevention, which is a challenge for the whole society including different stakeholders. This is due to the fact, that the development of overweight and obesity is multifactorial. The main reason is a positive energy balance, which is caused by different factors, e. g. offer of energy dense food, sugar-sweetened beverages and large portion sizes which are promoted by food advertisment. Various studies have shown, that food promotion especially addresses unhealthy products and food promotion is associated with food and beverage choice, especially in children. Beside the mitigation and ban of food promotion addressing children, incentives and nudging approaches for healthy food and drinks are necessary to facilitate a healthy lifestyle in all stages of life.

Schlüsselwörter

Lebensmittelwerbung - Nudging - Adipositas - Energiezufuhr

Key words

Food promotion - nudging - obesity - energy intake

Publication History

Article published online:
20 June 2022

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