“We looked at not only the nutritional gaps for kids (from NHANES data), but also what parents want their kids to have more of,”​ Marlena Hidlay, DSM senior marketing manager and early life nutrition segment segment lead for North America, told FoodNavigator-USA at the IFT show in New Orleans last week.

DSM also conducted an online survey of 7,400 mothers with kids aged 4- to 12-years-old across 12 countries and found that nearly half (47%) of respondents said that making sure their child receives enough nutrients is the most important motivation at mealtimes.

When asked about mealtime priorities for their children, 38% of respondents agreed that boosting the amount of fruit and vegetables consumed was important, whereas 25% of parents would like to introduce a variety of different foods into their child’s diet as picky eating seems to be a challenge worldwide with 39% of parents responding that their child is selective about the food they eat. 

The survey also found that moms are trying to complement their child’s meals by purchasing fortified food and beverages that support optimal nutrition or opting for dietary supplements to boost vitamins missing from the diet. It discovered that mothers are more likely to purchase fortified foods or beverages if they make the following claims: ‘Has essential vitamins and minerals’,‘Supports overall health’​ and ‘Provides complete nutrition’​. 

More than three-quarters (77%) of US moms found the claim, ‘Essentials vitamins and minerals’​ appealing for a food product for their 4- to 6-year-old. 

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