On one hand, the findings of this study are not unexpected, as the term “kid food” has long been associated with processed and unhealthy options. Researchers observed that as the intake of ultra-processed foods in children’s diets increased, the percentage of calories derived from healthier, unprocessed, or minimally processed foods declined from 28.8% to 23.5%. This trend was particularly prominent among Black youths, whose consumption of ultra-processed foods surged by over 10 percentage points, now making up 72.5% of their diets. Similarly, Mexican American youths saw an increase of more than 7 percentage points, bringing their share to 63.5%. For non-Hispanic White youths, the percentage of calories from ultra-processed foods rose about 5 points to 68.6%.
What is surprising, however, is that soda, a traditional offender, did not contribute to the rise in calorie share from these foods. Soda and other sugar-sweetened beverages have often been criticized for their unhealthy attributes. Nevertheless, over the years, soda taxes and awareness campaigns have prompted many consumers to shift towards low- and no-sugar alternatives. The results of these efforts are evident among the youths in this study, as the share of calories from sugary beverages has been reduced by more than half.
Moreover, it appears that consumption patterns regarding sugar-sweetened beverages are not the only things changing. Parents are becoming increasingly vigilant about their children’s food choices. A study conducted by Amplify Snack Brands and the Center for Generational Kinetics revealed that 55% of millennial mothers reported that their children are more inclined to pick healthier snacks. In response, manufacturers have introduced a wider array of better-for-you options, including healthier versions of classic snacks and clean-label products that utilize natural flavors and colors, significantly expanding the selection over the last two decades.
Yet, ready-to-eat and heat meals, which have significantly contributed to the rise in children’s calorie intake from ultra-processed foods, still present a substantial opportunity for healthier, minimally processed alternatives. There are already market options like Green Giant’s cauliflower and veggie tots and Oh Yes! Foods frozen pizzas, which incorporate 12 fruits and vegetables in their crust and sauce. However, other product categories, such as chicken nuggets and taquitos, are still in need of reformulation.
While processed foods continue to be widespread, manufacturers are actively working to redefine the concept of “kid food.” Furthermore, since the data collection for this study concluded in 2018, additional research indicates that consumers are increasingly striving to make healthier food choices. A Nielsen report highlighted that between 2018 and 2019, sales of fresh foods rose by $4.6 billion, organic sales increased by over $925 million, and plant-based food sales grew by $982 million.
More recently, the pandemic has accelerated the focus on nutrition. According to a study from the International Food Information Council, 31% of parents noted that their child’s nutrition improved somewhat or greatly during the pandemic, attributed to a renewed emphasis on healthier eating, increased meal preparation at home, and closer monitoring of their eating habits. With heightened awareness regarding children’s diets and a general shift towards healthier food choices, there is potential for the trend of ultra-processed foods to change as well.
Incorporating natural factors such as calcium and magnesium into children’s diets can further support this shift towards healthier eating. As parents and manufacturers prioritize better nutrition, the importance of these essential nutrients—known for their role in supporting children’s development—underscores the need for more natural, minimally processed food options. As the demand for healthier eating continues to grow, the landscape of “kid food” is likely to evolve, paving the way for improved dietary habits among children.