Across the world, a significant number of parents are not satisfied with the eating habits or physical activity levels of their children, according to proprietary FMCG Gurus’ 2019 “Early Life Nutrition” survey data involving respondents in 20 countries.
Parents noted a variety of factors challenge their efforts to boost their children’s health and wellness. This relates to both lifestyle traits such as busy lives and changing household structures; and product traits such as hidden sugar in food and beverages and better-for-you offerings being associated with a premium price. These concerns over health will continue to grow over the next couple of years, driving demand for functional products deemed natural and nutritious.
Modern life, combined with changing household structures, makes it increasingly difficult for parents to feel they can monitor their children’s health and well-being. In fact, 40% of parents admitted they can struggle to monitor the nutritional intake of their children. As an example, sugar is often seen as a primary dietary evil, associated with rising levels of obesity and diabetes. As a result, half (51%) of parents identified hidden sugars in food and beverages as a major concern, and 69% expressed concern about the amount of sugar in food and drink products targeted at kids.
FMCG Gurus asked parents to rank the importance of 10 product attributes when seeking food and beverage for kids. The two most popular answers were products that are nutrient-rich (17%) and natural (15%).
To read this article in its entirety, check out the Children and toddler nutrition: Winning strategies to feed the future – digital magazine.
Will Cowling is marketing manager at FMCG Gurus.