From nutrition labelling to banning the use of cartoon characters on pack, researchers weigh in on how food and beverage packaging shapes children’s food and drink choices.
Addressing obesity early is critical, as children with obesity are far more likely to remain obese into adulthood and face higher risks of non-communicable diseases, according to a 2025 WHO report on obesity and overweight.
Researchers found that packaging plays a significant role in influencing children’s consumption decisions, prompting discussion on how it should be designed and governed.
‘Alarmingly high’ obesity rates
Worldwide adult obesity has more than doubled since 1990, and adolescent obesity has quadrupled, according to WHO data.
In 2024, 35 million children under the age of 5 were overweight.
A 2025 UNICEF report revealed that childhood overweight and obesity in East Asia and the Pacific has more than doubled in the past two decades, with over 113 million children and adolescents now affected.
This makes the region home to the largest number of children living with overweight in the world.
Childhood obesity is also reaching “alarmingly high” levels in Europe.
Findings from the WHO European Childhood Obesity Surveillance Initiative (COSI) revealed:
- One in four children aged 7–9 (25%) are living with overweight and obesity.
- One in 10 (11%) have obesity.
Packaging influences consumption decisions
Zeroing in on packaging could be one of the most feasible means to address obesity, as other policies – such as sugar taxes and imposing industry standards on sugar levels – tend to be perceived as restrictive and likely to meet with industry resistance.
Higher taxes, for example, will likely translate to higher shelf prices for high-sugar beverages, and businesses will have to grapple with how much of the cost to absorb to stay competitive.
Consumers would similarly be unwilling to pay more. Research findings from Jiangsu’s Global Health Research Centre of Duke Kunshan University reflect this, as the caregivers surveyed leaned towards colour-coded FOP labels, especially since their young children could easily understand them too.
The researchers surveyed stakeholders including policymakers, nutrition experts, industry and consumers (primary caregivers of children and adolescents aged 6–17 years).
Overall, the stakeholders ranked labelling as the second most effective method to regulate sugar sweetened beverages, after health education. Restricting access ranked third, while marketing restrictions and taxation ranked fourth and fifth respectively.
This aligns with packaging initiatives outside China, where governments are similarly working to address obesity.
Traffic light labelling, for example, has been successful in nudging consumers towards healthier choices in other markets – Singapore’s Nutri-Grade labelling and Saudi Arabia’s Nutri-Score have seen positive results.
A group of researchers in New Zealand, however, are calling for a more hardline stance that includes banning the use of cartoon characters on unhealthy food and beverage packaging.
“The results from this review showed the main settings children are exposed to are inside their homes and at school on digital platforms and packaged goods, followed by in neighbourhoods where children live play and learn via food outlets, convenience stores and bus stops,” wrote the researchers in Health Promotion International.
“Addressing the root causes of marketing exposure and interrupting the link between such exposure and negative health outcomes will result in improved public health and reduce the likelihood of children developing poor dietary habits that persist into adulthood.”
On the other hand, characters can similarly be used to encourage children to make healthier choices.
Using packaging to encourage healthier diets
While WHO recommends front-of-pack labelling to encourage healthier diets, emerging research suggests that visual packaging elements – including characters – can also be used to steer children towards healthier options.
Two controlled experiments were conducted with 180 children aged between five and 11 years old. The objective was to test how packaging featuring a character influenced children’s choices between a hedonic product (apple juice) and a utilitarian one (water).
“Packaging displaying a character proves particularly effective to influence children behaviour, especially when the character is known by the children. Results show that children preferred water over apple juice when the packaging of the water bottle displayed a character, leading to increased water consumption and, consequently, reduced sugar intake,” wrote researchers in Appetite.
The above findings from various regions therefore show that visual packaging has a powerful influence on purchase decisions, which impacts consumer health.
It may not be straightforward to impose restrictions on packaging material, as packaging visuals communicate value and meaning, as well as provide a sense of identity for consumers.
This is evident in the prevalence of brands utilising characters and investing in collaborations to develop attractive packaging, such as PepsiCo’s recent partnership with Disney, which promotes zero-sugar cola positioned as a healthier alternative to traditional soft drinks.
Brands will need to protect their business interest while balancing the need to heed health trends, as consumer awareness and government policies to curb economic burden from obesity rates will pressure food businesses to make adjustments.
Protecting children against unhealthy marketing
“[It] is challenging for children, who are naturally drawn to sugar, to resist indulging in sweetened drinks – a hedonic choice that often wins out over healthier alternatives. From a health perspective, we therefore need to look at how to steer children’s decisions towards healthier alternatives,” said researchers in Appetite.
“Children are particularly influenced by the presence of a character on packaging, both perceptually and emotionally. Packaging design elements can thus be used to appeal more to this target group, which is particularly sensitive to emotional stimuli.”
