New Zealand children have little escape from alcohol marketing when they go to the supermarket, a study has found.
Research from Otago and Auckland universities has concluded that children are exposed to alcohol advertising on 85 percent of their visits.
Lead researcher Tim Chambers says the study provides further evidence that a ban on alcohol sales in supermarkets is needed.
"This is feasible given we have prohibited alcohol sales in supermarkets in the past and other countries, such as Australia, currently do," he said.
"Moreover, supermarkets make up only three percent of alcohol retailers but sell 30 percent of all beer and 60 percent of all wine."
Mr Chambers said the marketing material was often near everyday items like milk and bread, or by the store entrance.
The placement carried the suggestion that alcohol was just another ordinary commodity - "a 'normal' part of the grocery shop".
The research, published in the journal Health and Place, involved 168 Wellington schoolchildren, aged 11 to 13, wearing devices that recorded photos and locations over four days.
Data from the same Kid'sCam study showed children are being exposed to twice as much marketing for unhealthy food as healthy food.