The Dynamics of Childrens Nutrition

The American Heart Association (AHA) recommends children 2 years and older eat mostly fruits and vegetables, whole grains, dairy, beans, fish and lean meat. However, AHA also notes that by the time children are 19 to 24 months, french fries are the most commonly eaten vegetable. In addition, children aged 2 to 12 years eat only half the recommended servings a day of fruits and vegetables. Even further, as parental influence wanes and peer influence builds, children 12 and older show even fewer healthy eating habits.

Children’s increasingly poor eating habits are not without consequence. While it has been well documented that children are becoming increasingly overweight, there is also a nutritional crisis looming. The National Institutes of Health (NIH) warned teens are not getting enough calcium, going so far as to designate this shortfall as a “pediatric disease with geriatric consequences.” It is also estimated that 30 percent of U.S. adolescents may be deficient in vitamin D, due to less exposure to sunlight and consumption migration from milk to soda. Vitamin E, fiber and potassium are also coming up short in children’s diets.

Recent research from the Natural Marketing Institute (NMI) provides further insight into the dynamics of children’s nutrition and uncovers some of the dilemmas parents may be experiencing.

Away from Home

It is clear that the increase of dual-income households over the past few decades is taking its toll on the American diet. According to NMI’s annual Health & Wellness Trends Database™, a third of working mothers (36 percent) admit their family doesn’t eat together as often as they used to. A third of working moms also indicate their families don’t eat as healthy because they (and their spouse, if applicable) are working. Even more alarming, working moms with children under the age of 12 are more likely to admit their employment status is adversely affecting their family’s healthy eating, compared to moms with kids over 12.

With less time for home prepared meals, drive-through windows are becoming more the norm rather than the exception for many family meals. In fact, three-quarters of all U.S. parents eat at fast food restaurants on a regular and consistent basis. On a healthier note, almost half of parents (45 percent) also readily admit they would eat more fast food if it was available in healthier versions. While some quick serve restaurants are making efforts to offer healthier, lower-calorie options, fast food should still be consumed in moderation and is no substitute for a well balanced, nutrient-rich, whole food diet.

Weighing In

Sedentary lifestyles, technological advances, suburban sprawl, poor nutritional choices and many other factors are responsible for the increase in the number of overweight and obese children. Obesity among children has shown a drastic increase, and is starting at much younger ages, with 10 percent of 2-year-olds diagnosed as being overweight, double the rate from the mid 1970s. NMI research indicates a third of parents state their child is currently managing their weight. Today’s weight problem among children may be contributing to the increased prevalence of “adult” diseases, such as diabetes and high cholesterol.

While being overweight may cause myriad of health issues for children, research shows children managing weight also show much higher management of emotional-related issues. Children who are managing weight are more likely to experience depression, stress and anxiety (Figure 1). Therefore, while the fattening of America’s youth is measurable in increased disease states, the phenomena may also be creating a whole realm of negative emotional states.

Parental Challenges

One-quarter of parents say they are not usually successful in getting their children proper nutrition. In addition, a little over a quarter (28 percent) also admit they constantly struggle with trying to get their children to eat healthy. Even more concerning, one out of five parents indicate they have little control over what their children eat. It is undoubtedly clear parents need some help overcoming these nutritional challenges and mealtime trials.

Additional NMI research shows over half of parents would like more selections of healthy food and beverage products for their children (55 percent). Two-thirds are trying to control the amount of “junk food” their children eat, and a third are looking for children’s products with no sugar added. One major barrier parents face, and still one of the primary drivers of food choice, is taste. Over a third of parents indicated taste is the only thing that matters when it comes to what their children will eat, highlighting one of the major challenges and opportunities for healthier and more nutritious children’s food products.

Supplementation & Fortification

Concerned over whether their children are obtaining the proper amount of nutrients and vitamins in their diets, about half of parents are supplementing their child’s diet with separate vitamin pills. Two out of five parents state their children currently take multivitamins and a quarter of children are also taking an extra vitamin C supplement.

As technologies surrounding food fortification become more advanced and make it easier to fortify foods with extra vitamins and nutrients, parents may have more alternatives to ensure children receive adequate nutrition from the foods and beverages they consume. In fact, two-thirds of parents (61 percent) feel fortified foods can be used to get the daily required vitamins.

Fortification momentum in the food industry appears to be gaining ground. The number of vitamin and mineral fortified food and beverage product launches within the children’s category has been on the increase over the past several years and will most likely continue as new fortification technologies take hold (Figure 2).

Vitamin and mineral fortified french fries are not necessarily the answer to this nutritional crisis; providing the basic framework for nutrition early on in a child’s life is vital. Children are impressionable and get on strict dietary regimens, even at the youngest ages. Children will also follow examples set by their parents. If parents follow healthy nutritional eating guidelines, children are far more likely to adopt them and be better equipped to make healthy choices throughout their life.

As Illinois’ governor, Rod Blagojevich, noted: “Our children’s health and wellbeing are dependent on our commitment to promoting food access and good eating habits at home, at school and in the community.”

Steve French is managing partner at the Natural Marketing Institute (NMI), a strategic consulting, market research and business development firm specializing in the health, wellness and sustainability marketplace. For more information on NMI’s services or proprietary research tools, contact French at [email protected] or visit NMIsolutions.com.