Food brand recall and its association with diet-related behaviours among Thai children

Abstract Objective: Food brand marketing is one of the techniques used by the food industry to create positive images and enhance brand recall among children. The objectives of this study were to assess food and beverage brand recall and to examine the sociodemographic characteristics associated with food brand recall, as well as the purchasing and consumption of branded foods among Thai children. Design: Cross-sectional analysis of secondary data from the 2024 Monitoring on Food and Beverage Marketing to Children in Thailand survey. A validated and reliable questionnaire was used for data collection. Descriptive statistics were used to summarise sociodemographic characteristics, food and beverage brand recall, and purchasing behaviours. Associations between brand recall and purchasing behaviours were examined using multivariable logistic regression models. Setting: Eleven provinces across Thailand. Participants: A total of included 2,113 children aged 10-18 years. Results: Nearly 40% of children recalled sweetened beverage brands, while 35% recalled snack brands. Food and beverage brand recall was statistically associated with purchasing and consumption of branded foods across several product categories after adjustment for sociodemographic characteristics. Conclusions: Food and beverage brand recall was commonly reported among Thai children and showed statistically significant associations with purchasing and consumption behaviours. These findings contribute to the evidence base on food marketing exposure among children in Thailand.