"Flavor, fun, and vitamins"? Consumers' lay beliefs about child-oriented food products

Health experts and consumer protection agencies have been expressing concerns about the nutritional quality and marketing of child-oriented food products for years, and political debates on child-targeted food marketing are currently happening around the world. At the same time, systematic research on laypeople's views on the topic is still scarce. However, knowing what these consumers think is highly important, as lay beliefs can affect food decision-making and consumption. We address this gap with two online studies. In Study 1 (N = 444 parents and non-parents), we develop an instrument measuring lay beliefs about child-oriented food products consisting of three scales: Nutrition-Related Concerns, Convenience, and Healthiness. We find small effects of socio-demographic factors on beliefs and observe meaningful relationships between beliefs and (i) thinking style and (ii) food purchase motives (e.g., visual appeal and convenience). In Study 2 (N = 571 parents), we validate the factor structure of the instrument by means of CFA and find that lay beliefs about Healthiness and Convenience predict self-reported purchase of child-oriented food products. With our research, we extend current knowledge on laypeople's perceptions of child-oriented food products and provide an instrument with good psychometric properties that can be applied in future studies. Our research offers valuable insights for policymakers and producers who wish to meet the actual demands of consumers.