New research suggests that parents are being misled by labels and marketing gimmicks into believing that sugary drinks are healthy for children.
We’ve written about the troubling health problems linked to soda at an early age on this blog before, but this study goes beyond soda to other deceptively unhealthy drinks, like juices, sports-drinks and flavored water. Researchers say that although these products are packed with sugar, parents believe they are “healthy” alternatives to soda.
“Although many parents know that soda is not good for children, many still believe that sugary drinks are healthy options,” says Jennifer Harris, author of the study at the Rudd Center for Food Policy and Obesity at the University of Connecticut. “The labeling and marketing for these products imply that they are nutritious, and these misperceptions may explain why so many parents buy them.”
For example, the World Health Organization recommends that a maximum of 10 percent of total calories comes from added sugar, which equates to less than 50 grams of added sugar per day. Gatorade, pegged as a sports drink that hydrates and refuels athletes after exercise, contains 14g of sugar per 8oz serving. That means if you grab one of those 32oz Gatorades readily available at any grocery store or gas station, you’re potentially consuming 56g of sugar, or more than the daily recommended amount.
Researchers said parents were duped into believing these sugar packed beverages were “healthy” options because of words like “real,” “natural,” “low sodium” or “contains antioxidants.”
Laughable Response
Not surprisingly, the American Beverage Association wasn’t pleased that researchers had outed their deceptive plan. They responded by saying that the study “undermines parents’ ability to make decisions themselves.”
I mean, heaven forbid parents are privy to more information about a product before making a buying decision.
The ABA also said the Rudd Center is “an institution with a long history of bashing beverages.”
Study Results
The study found that the vast majority of parents gave their children sugar-sweetened beverages somewhat regularly. The study uncovered:
- 96 percent of parents gave their children a sugary drink within the last month.
- The most common drinks that parents gave their kids were fruit drinks.
- Some 80 percent of parents of children between the ages of 2 and 5 gave their kids fruit drinks such as Capri Sun or Sunny D within the last month.
- Nearly 50 percent of patients said they believed favored waters were healthy, and more than 25 percent of respondents said they believed fruit drinks or sports drinks were healthy.
- African American and Hispanic parents were more likely to rate sugary drinks as healthy compared to other ethnic groups.
Marlene Schwartz, co-author of the study, said increased awareness campaigns that “marketing tools that may mislead parents” are needed.
Related source: USA Today