A recent report by HealthFocus International has illuminated the significant impact that parents have on the food and drink choices for their children, with a strong emphasis on health and wellness trends.
The report, titled “Top 10 Consumer Trends Report,” highlights the growing trend of Parents Leading the Way, which emphasises that parenthood is a tipping point for taking more control over personal health and wellness. According to Cali Amos, the director of Human Insights at HealthFocus International, parenting has become a catalyst for stronger engagement in the world of health and wellness, and parents are driving many of today’s top dietary trends.
One of the most noteworthy findings from the report is that 75% of parents are willing to pay more for foods that are healthier for them and their families, compared to 63% of other consumers. Additionally, 73% of parents have gone out of their way to learn about nutrition and its impact on health. The report also indicates that 70% of parents confirmed they usually try new foods and drinks that offer health benefits as soon as they are aware of them, compared to 55% of other consumers.
The report further underlines that parents are becoming increasingly vigilant about the health benefits, ingredients, and other top health and wellness trends when selecting foods and beverages for their children. Claims such as ‘fresh’, ‘natural’, ‘no preservatives’, ‘no artificial colours and flavours’ and ‘high fibre’ are among the factors that resonate the most with parents.
According to Julie Johnson, President of HealthFocus International, parents also face a variety of challenges when providing for their family, such as their children’s preferences and the expense of healthy foods and beverages.
In response to the changing preferences of parents, manufacturers and brands are actively altering their formulations and packaging claims to meet the demands of the market. There has been a notable shift in how manufacturers try to reach kids and parents, evidenced by the accentuation or even changing of ingredient or nutrition attributes to meet the criteria of informed parents.
Furthermore, an influx of portable foods, including many combinations of products such as meat and cheese, hummus and crackers, and single-serve items like peanut butter and salad dressing, are product categories satisfying both parents and children. These food options appeal to anyone on the go, but they have particular appeal for those packing lunch boxes daily.
In conclusion, parents today are not the same as parents decades ago in terms of health, nutrition, and food choices for their families. The influence of parents on children’s food and drink choices is evident, and we can expect to see more manufacturer efforts working to win over parents while making their products interesting and appealing to children. With this shift in consumer behaviour, the food and drink industry will continue to evolve to meet the demands of health-conscious parents and their families.
In times to come, we can anticipate a wider array of healthier, more convenient options in the market, demonstrating the ever-changing landscape of health and wellness trends.