Reported exposure to fast food and beverage advertising and its relationship with food choices of Makerere University students.

Abstract

Introduction: Increased consumption of fast foods and sugar-sweetened beverages is a known risk factor for the development of non-communicable diseases. An increased exposure to fast food and beverage advertising has been found to increase the consumption of these products among university and college students. This study sought to establish the food choices, food choice determinants, and channels used to advertise fast foods and beverages; and the relationship between fast food and beverage advertising with food choices of Makerere University students. Methods: A quantitative cross-sectional study conducted in all 10 colleges of Makerere university. A questionnaire survey was conducted among 450 randomly selected students per college and data was analyzed using STATA 14. Descriptive statistics and regression analysis were employed to describe the data and establish relationships between study variables Results: Out of the 450 participants, more than half 248(55.1%) were male and enrolled in bachelor’s programs 403 (89.6%). The majority 405 (90%) were single and residing in student hostels 165(36.7%) around the Makerere University campus. The most commonly consumed beverage was freshly prepared juice 88 (19.6%), the most consumed fast food was chips whereas vegetables and matooke were the most consumed local food. The determinants of food choice mostly considered were hygiene (52.2%), seeing it in an advert (40.9%), balanced diet (33.8%), having taste (28.2%), convenience (20.2%), and accessibility (16.4%). The most utilized channels for advertising were physical display of foods and beverages by road vendors/restaurants (38.4%), Television (20.7%), and Facebook (20.0%). Results indicated that social media exposure was a significant positive predictor of beverage choice (B= 0.533, p<0.05, OR= 1.7, CI (1.389,2.09) and fast food choice (B=0.5, p<0.05, OR= 1.649, CI (1.336,2.036). Conclusion: This study has shown that the choice of fast foods and beverages among university students is multi-factorial. Therefore, this calls for multi-pronged comprehensive approaches to reduce their consumption. Recommendations: There is a need for 1) University, local leadership, and government to regulate the advertising of fast foods and beverages around school environments, especially misleading adverts that may influence their consumption behaviors, 2) Continuously engage & sensitize young people to healthier food choices 3) advertising firms should include cautionary messages that highlight the health complications associated with consuming fast foods and sweetened beverages 4) University provides healthy, subsidized and quality foods in halls of residence 5) University should provide seminars for all students that promote consumption of healthy food.