Kids Need to Eat More Produce
By: Produce for Kids® Advisory Committee
Parents say only 18 percent of their children are eating the recommended three or more servings of fruits and vegetables each day, according to a study commissioned by Produce for Kids® (PFK) and sponsored by Dole, T. Marzetti’s, Paramount Citrus and the National Mango Board.
Parents say only 18 percent of their children are eating the recommended three or more servings of fruits and vegetables each day, according to a study commissioned by Produce for Kids® (PFK) and sponsored by Dole, T. Marzetti’s, Paramount Citrus and the National Mango Board.
The study identified the fruits and vegetables that parents – usually moms – are buying and explored the factors that motivate kids to eat fresh produce.
According to the study, 38 percent of parents say their children eat two servings of fresh fruit and vegetables per day, and 43 percent state that their children have one or less daily serving.
The United States Department of Agriculture estimates that approximately 25 million children, or one-in-three kids, are overweight or are at risk of becoming overweight.
“This study highlights the extent of the challenge facing the industry, but also offers hope: we can make healthy foods attractive to kids if we market them creatively,” said Heidi McIntyre, executive director of Produce for Kids.
Bananas: Pick of the Bunch
The study revealed that the most-purchased fruits – and the most popular with kids – are those that lend themselves to easy snacking. Bananas, purchased by 85 percent of households, rank number one, followed by apples [84 percent], grapes [75 percent], strawberries/berries [48 percent] and citrus fruits [34 percent].
Potatoes
The top-ranked vegetable is potatoes, which is purchased by 86 percent of households. Followed by baby carrots [60 percent], tomatoes [54 percent], lettuce/salad [53 percent] and corn [44 percent].
The Broccoli Disconnect
The study also revealed that parents may be missing an opportunity to add more greenery to their kids’ meals: Children voted broccoli among their top-three favorite vegetables, yet parents did not rank it in their top-five most-purchased items.
“Kids need to touch and taste fruits and vegetables so they can become interested and attached to them,” McIntyre said. “Parents can encourage trial through fun and family-bonding experiences at home involving produce.”
Health is Important Motivator for Moms
The primary reason why respondents (primarily moms) buy fresh fruits and vegetables for their kids is “a healthy alternative to other snack foods.”
When asked to rank the most important attributes that influence their purchase behavior, mom said ranked taste highest followed by quality, health and nutrition and freshness.
The good news was that some 70 percent of respondents who purchase fresh fruit for their kids said the main reason was because their “kids ask for/like them.”
$2 Per Week Spent on Fruit
The study showed that parents make, on average, 27 shopping trips per year to buy fruit, spending $103 per year – or just $2 per week. They also make an average of 29 trips per year to purchase vegetables, spending $114.62.
Yet while the study demonstrates that kids are not getting the recommended daily serving of fruits and vegetables, there is reason for optimism: 49 percent of parents said that their children eat salad on a regular basis. Moreover, kids want their fresh fruits: 70 percent of respondents who purchase fruit do so because their kids ask for it.
The bottom line: Make produce fun!
The research confirmed that kids are not eating enough fruits and vegetables but there are opportunities to turn that around, McIntyre said “Kids respond well to color and fun,” McIntyre said. “The study showed that engaging kids in a fun, interactive way is the key to getting them to eat more produce.”