The promotion of ultra-processed foods in modern retail food outlets in rural and urban areas in Kenya

Abstract

Abstract Objective: To assess the availability and marketing of ultra-processed foods (UPF) in modern retail food outlets (supermarkets and minimarts) in Kenya and associated factors. Design: This cross-sectional study was conducted in Kenya from August 2021 to October 2021. Variables included the geographic location and the socio-economic status (SES) levels, the food items displayed for sale and advertised in the stores, and locations in the stores such as the entrance. Setting: Three counties in Kenya (Nairobi – urban, Mombasa – coastal tourist and Baringo – rural). Each county was stratified into high and low SES using national poverty indices. Participants: Food outlets that offered a self-service, had at least one checkout and had a minimum of two stocked aisles were assessed. Results: Of 115 outlets assessed, UPF occupied 33 % of the cumulative shelf space. UPF were the most advertised foods (60 %) and constituted 40 % of foods available for sale. The most commonly used promotional characters were cartoon characters (18 %). UPF were significantly more available for sale in Mombasa (urban) compared to Baringo (rural) (adjusted prevalence rate ratios (APRR): 1·13, 95 % CI 1·00, 1·26, P = 0·005). UPF advertisements were significantly higher in Mombasa ((APRR): 2·18: 1·26, 3·79, P = 0·005) compared to Baringo and Nairobi counties. There was a significantly higher rate of advertisement of UPF in larger outlets ((APRR): 1·68: 1·06, 2·67 P = 0·001) compared to smaller outlets. Conclusions: The high marketing and availability of UPF in modern retail outlets in Kenya calls for policies regulating unhealthy food advertisements in different settings in the country.

Keywords

• Ultra-processed foods
• Unhealthy foods
• Retail food environments
• Marketing