8 Nilima Y. Bhoge IJTAS 7 (1) 2015
8 Nilima Y. Bhoge IJTAS 7 (1) 2015
8 Nilima Y. Bhoge IJTAS 7 (1) 2015
III DRIVERS OF FAST FOOD CONSUMPTION that are well educated can choose to adopt a healthy
lifestyle, the poor have fewer food choices and more
Fast Food consumption is variably affected by a whole
limited access to nutritional education.
range of factors including food availability, food
accessibility and food choice, which in turn may be (b) Urbanization
influenced by geography, demography, disposable
Urbanization has various results that it leads to new and
income, urbanization, globalization, marketing,
improved marketing, distribution infrastructure, attracts
religion, culture and consumer attitudes. Some of these
large supermarkets dominated by multinational
drivers that are specifically related to the nutrition
corporations, and results in better transportation
transition are discussed below.
systems thereby improving access to fast food. This
(a) Income ultimately facilitates and results in the globalization of
food consumption patterns.
Increased incomes or lower prices have lead to the
increased consumption of processed foods. While those
Bhoge 53
(c) Trade liberalization In this quasi-experimental study by Matvienko, 2007
students at 2 intervention schools participated in a 4-
Availability of processed food has risen in India after
week after-school program, NutriActive Healthy
foreign direct investment by multinational food
Experience, that included nutrition lessons, healthy
companies. Thus, changes in trade policies have
snacks, and parent education. The intervention group
facilitated the rising availability and consumption of
showed a 25.7% improvement in choosing more
fast food in India. These policies of trade liberalization
healthful snacks, and the comparison group showed an
therefore have implications for health by virtue of being
18.2% decline. At 4 months, the intervention group's
a factor contributing to the ‘nutrition transition’ that is
score was 33.3% higher than baseline and the
associated with rising rates of obesity and chronic
comparison group's score remained 18.2% lower than
diseases such as cardiovascular disease and cancer
baseline (time by treatment interaction, P= .023).
(Thow & Hawkes 2009).
Intervention students were significantly more likely
(d) Franchises and manufacturers than comparison students to choose more healthful
snacks when given the opportunity. The snack test may
KFC, McDonalds, Kraft and Nestlé are all drivers of
be a useful alternative for assessing snack choices of
the fast-food market, processed foods and Western
children ages six to seven years.
lifestyle that have become so widespread in developing It is further advocated that research should investigate
countries (Hawkes 2005). Due to globalization of food the optimal duration of a nutrition education program in
systems, traditional diets in developing countries are
a child care setting and other external influences most
being transformed as more meals are now available in
influential on snack choice and eventual obesity risk.
the fast-food calorie-rich pattern of developed
Braun et al., 2014 described Children's Healthy Living
countries, and these are increasingly abundant and
(CHL) Program can be used the ANGELO (Analysis
cheap through advances in food processing and modern Grid for Environments/Elements Linked to Obesity)
technology. model to design a regional intervention to increase fruit
(e) Retailing and vegetable intake, water consumption, physical
activity, and sleep duration and decrease recreational
Supermarkets along with large-scale food screen time and sugar-sweetened beverage consumption
manufacturers have profoundly transformed fast food in young children ages 2-8 years. The stressed that
industry in our country. This rapid growth was only engaging community to identify preferred intervention
possible because supermarkets expanded beyond their strategies by formulating the regional intervention.
original markets, moving into small and poor countries, Community results were combined with the effective
from urban to rural areas. The fast food consumption obesity-reducing strategies identified in the literature,
has a strong impact due to retailing. resulting in a regional intervention with four cross-
(g) Consumer attitudes and behaviour cutting functions: (1) initiate or strengthen school
wellness policies; (2) partner and advocate for
Consumer health awareness continues to grow with the environmental change; (3) promote CHL messages; and
increasing availability of health information going hand (4) train trainers to promote CHL behavioral objectives
in hand with the ageing of populations and increased for children ages 2-8 years. These broad functions
risk for lifestyle diseases. Selection of foods that are guided intervention activities and allowed communities
acceptable to an individual increasingly takes place in a to tailor activities to maximize intervention fit. Habit of
context where availability is substantially influenced by eating fast food can damage the body of people in
the food industry and food retailers. several ways. By making smarter choices people can
IV. MANAGEMENT OF JUNK FOOD restrict the health risks associated with eating fast
CONSUMPTION foods.
However, increasing fruit/vegetable consumption, water
A multiple baseline approach examined the effects of intake, physical activity and sleep; and decreasing
two procedures on the snack selection behavior of 25 screen time and intake of sugar sweetened beverages
third grade children. In children who were selected non- may be useful in reducing the burden of children
nutritious rather than nutritious snacks for more than (Fialkowski et al., 2014). Community-identified
40% of the baseline observations, nutrition education priorities centered on policy development; role
alone had little or no impact on their selection of modeling; enhancing access to healthy food, clean
snacks. However, with the implementation of water, and physical activity venues; and healthy living
correspondence training, in which a reward was made education are the other factors that may be useful in this
contingent upon carrying out a stated intent to choose a regard.
nutritious snack, the children consistently chose
nutritious snacks (Friedman et al. 1990).
Bhoge 54
It is obvious that fast foods are always a temptation found in dairy sources such as low-fat milk and cheese
because they are widely available, easy available and or in other sources such as broccoli or kale promotes
cheap. Parents and educators can be more involved in peak bone mass and decreased risk for osteoporosis and
increasing awareness regarding the negative effects of bone fractures later in life. In general, a diet low in fat,
fast foods and discourage children from consuming especially saturated fat, low in salt and high in fiber and
them. Since many food patterns start during early calcium can prevent obesity and disease. Advocating
childhood, parents and teachers should avoid using fast nutrient dense diets, rich in whole grains, fresh fruits,
foods as rewarding meals and attempt to educate and vegetables and increased physical activity may
children on healthy food choices. Encouraging the serve as the greatest investment of society, the health of
consumption of a balanced diet, high in complex our youth. The perception among people with regard to
carbohydrates such as legumes, fruits, vegetables, and fast food in India is shown in fig. 1 and frequency of
whole grains may result in many health benefits. In outlets of key players in fast food is shown in Fig. 2.
addition, promoting a diet rich in calcium, which is
90
80
70
60
50
Need toControl
40
No need to Control
30
20
10
0
Awareness of ill effects Not aware of ill effects