Research carried out on behalf of children’s yogurt brand Yoplait has revealed shoppers’ concerns when it comes to providing their kids with nutritious products. Despite 90 per cent of parents claiming to understand nutrition, this new research reveals that more than half (58 per cent) still worry their little ones aren’t getting the essential nutrients they need, especially when it comes to calcium and vitamin D, which are crucial for healthy bone development. To tackle growing concerns around kids’ bone health and support parents, Yoplait is on a mission to debunk myths around the category by re-educating consumers on the nutritional benefits of kids’ yoghurts.
A survey of 2,000 UK parents of children aged four to ten found that of the 58 per cent who have said they are worried, 28 per cent are unsure about sugar content in food, with 24 per cent struggling to spot signs of nutrient deficiencies. On top of that, a third (34 per cent) blame unclear/confusing food labelling. To tackle this, Yoplait is working with its customers, including Sainsbury’s, on clear displays and in-store education for fortified kids’ yoghurts.
Many parents face a clear knowledge gap when it comes to children’s nutrition. One in four are unsure about the daily requirements for calcium and vitamin D, and one in five unfamiliar with the concept of "dietary fortification" This is a rising concern with calcium intake in children dropping significantly over the past decade, and almost 20 per cent of four to ten-year-olds now vitamin D deficient, which ultimately puts their long-term bone health at risk.
“Last March we launched our report on the relationship between children and yoghurt, which highlighted alarming statistics around kids’ declining health,” said Antoine Hours, General Manager of Yoplait UK. “This year’s research shows how difficult parents find navigating their kids’ nutrition. A quarter of parents are unsure of how much calcium and vitamin D their children should be having in their daily diet, and as a result, we’re seeing signs of modern-day malnutrition, with bone diseases like rickets making a resurgence in children.
“At Yoplait, it’s our mission to prioritise and champion children’s health, support and educate parents on the nutritional value of kids’ yoghurt. Small changes to children’s diets like giving them calcium-rich foods such as fortified yoghurt can go a long way in contributing to their nutrition.
“Retailers play an incredibly important role in this education, especially around the fortification of yoghurts. If retailers showcase products that have higher levels of calcium and vitamin D with clear educational sign posting, parents will be more likely to find and understand the nutritional benefits. Stocking different pack formats for different occasions also help parents find nutritional snacks for on the go or at home – and yoghurts are an affordable choice too, meaning nutrition is accessible to all.”
As part of its mission to raise awareness of the importance of a balanced diet for children, Yoplait has teamed up with bestselling children’s author and dad-of-three Tom Fletcher to launch a national campaign tackling the hidden crisis of childhood calcium and vitamin D deficiency – starting with a reimagining of nursery rhyme icon Humpty Dumpty. Once a symbol of fragility, Humpty is now reborn to bounce back stronger, highlighting the importance of calcium and vitamin D to build healthy bones from an early age.
