It has been said that children are a reflection of their parents and, to a
certain degree, they also serve as mirrors of their society—revealing the
successes and failures of earlier generations. So, it’s not surprising as
American adults grapple with their increasing waistlines and related health
conditions, similar concerns such as obesity, hypertension, high blood pressure
and Type 2 diabetes plague America’s youth as well.
“There has been an increase in the incidence and prevalence of medical
conditions in children and adolescents that had been rare in the past,” said
Marci Clow, MS, RD, senior director of product research, Rainbow Light
Nutritional Systems. “Pediatricians and childhood obesity researchers are
reporting frequent cases of obesity-related diseases such as Type 2 diabetes,
asthma, cardiovascular disease and hypertension that once were considered adult
conditions.”
Results from the 2003 to 2004 Natural Health and Nutrition Examination Survey
(NHANES) found 17 percent of children from ages 2 to 19 years old are
overweight; in comparison to a similar NHANES study from 1976 to 1980, the
prevalence of overweight children nearly doubled from 1980 to 2003.1
But, it appears childhood obesity may be leveling off. A report from the U.S.
Centers for Disease Control and Prevention (CDC), published in the Journal of
the American Medical Association in May 2008, found no significant increase
in weight problems among more than 8,000 children tracked in four two-year
periods beginning in 1999.2 From 1999 to 2004, the researchers found
child obesity continued to balloon; data collected between 2003 and 2006 showed
no change from the years prior.
While the results are somewhat promising, the epidemic has not improved.
About a third of America’s kids remain in the 85th percentile of their body mass
index (BMI), a measure of weight that also factors in the subject’s height,
which means about 32 percent of children are considered “at risk” for obesity,
16 percent are obese, and 11 percent are grossly obese. In summary, about one in
every three children is still considered obese or overweight.
Over-nutrition is one of the causes of obesity, which is the generalized
accumulation of fat beneath the skin and throughout the body. Often, a child
consumes more food and calories than is necessary for weight maintenance. But,
obesity is a complex situation that is related to lifestyle, environment and
genes. Several underlying factors have also been linked to the rise in obesity,
such as increased portion sizes; eating out; increased consumption of
sugar-sweetened drinks; less exercise; an idle lifestyle with more time spent in
front of the television and computer; and a fear of crime, which may prevent
outdoor activities.
The role of physical activity for children goes hand in hand with nutritious
eating. Exercise not only affects body weight but blood pressure and bone
strength, too.3 Additionally, establishing exercise and physical
activity traits early in adolescence creates physically active adults later in
life.4 These days, however, physical activity is less emphasized in
the school setting and has been replaced with more sedentary activities. One
study noted daily physical education in school dropped 14 points over the last
13 years—from 42 percent in 1991 to 28 percent in 2003.5 Another
study found children ages 8 to 18 spend more than three hours a day in front of
the television;6 and other studies suggest time spent in front of the
television could contribute to increased weight gain7,8,9 based on
several reasons: children could use the time to exercise, more time in front of
the television contributes to excessive snacking, and advertisements on the
television influence unhealthy food choices.
“Foods marketed to kids are often sweets, snacks and meals high in calories
with little nutritional value,” Clow said. “As a dietitian, I consider
children’s foods to be those that promote growth and are nutrient-dense like
fresh fruits, vegetables and whole grains. But, over-exposure to advertising
that promotes high-calorie foods can certainly influence kids’ choices.”
Genetic factors can also increase a child’s susceptibility, especially in
conjunction with a high-calorie diet and minimal physical activity. Parents are
role models for their children, who are very susceptible to developing habits
similar to their parents. As families rely on fast food, convenience foods and
quick fixes for meals, the family meal is quickly becoming a thing of the past.
Clow noted one-third of toddlers, by 19 months of age, eat no fruit, and french
fries are the most commonly consumed “vegetable.”
Genetics may also dictate a child’s food preferences and cravings. A study
from the University of Pennsylvania School of Medicine and the Children’s
Hospital of Philadelphia evaluated the eating patterns of 792 identical and
fraternal twins who were 7 years old; the researchers found genetics influenced
boys’ choices of food and beverages more often than in girls.10 Boys
preferred peanut butter and jelly sandwiches, girls showed no genetic preference
toward them, and identical twins chose more similar foods and beverages than
non-identical twins.
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While environmental and genetic factors intermingle and play a role in
children’s health, healthy eating and a nutritious diet remain key elements in
avoiding childhood obesity. Mounting evidence has indicated an association with
sugar-sweetened drinks and increased weight gain among children and adolescents.11,12,13
Soft drinks and other sugary beverages are often high in calories14
and are usually less satiating, leading children to consume more calories.15,16
According to Carolyn Dean, M.D., N.D., author of The Magnesium Miracle,
soft drink consumption has almost doubled among children in the last decade. One
20-oz. soft drink can add an average of 15 to 20 extra teaspoons of sugar to the
diet. A 2001 study published in The Lancet said a child’s odds of
becoming obese increases by 60 percent with each additional daily serving of
sugar-sweetened drinks (defined as soda, Hawaiian Punch, Kool-Aid, lemonade,
sweetened iced tea and other sugared fruit drinks).17 The study also
found most adolescents—65 percent of girls and 74 percent of boys ages 11 to
12—consume soft drinks daily that are sugar-sweetened rather than artificially
sweetened. “Sugar uses up magnesium, so consuming a lot of sodas can cause
magnesium deficiency,” said Ken Whitman, vice president of marketing, Peter
Gillham’s Natural Vitality. He noted processed sugar lacks vitamins and minerals
and “adding sugar to the diet produces an excessively acid condition in the
body. To neutralize it, the body has to draw on its stores of alkaline minerals,
including magnesium, along with calcium and potassium. With a severe acidic
condition, calcium and magnesium can be taken from the bones and teeth leading
to decay.”
Adults and children can suffer from a variety of symptoms related to
magnesium depletion such as anxiousness, nervousness, irritability, low energy,
fatigue, hormonal imbalances, inability to sleep, weakness, headaches, muscle
tension, muscle spasms and cramps, abnormal heart rhythms and weakening bones.
“A child low on magnesium, which would be the majority as more than 80 percent
of the population are not getting their minimum daily requirement of
magnesium—children 4 to 8 years should get 130 mg per day; and 9 to 13 year olds
should receive 240 mg per day—could suffer from these symptoms,” Whitman said.
“If a child exhibits anxiousness, nervousness or irritability this might be
misdiagnosed as Attention Deficit Disorder (ADD) or Attention Deficit
Hyperactivity Disorder (ADHD) and the child could be put onto prescription
drugs. It would be prudent to try supplemental magnesium first, since it could
be a magnesium deficiency.”
A growing base of literature supports the thought that children diagnosed
with ADHD may be exhibiting the effects of mild magnesium deficiency. A Polish
study of 116 children with ADHD found 95 percent were magnesium deficient.18
Another study indicated that hyper excitable children have low levels of
magnesium and could benefit from supplementation.19 The 52 children
in the study were given magnesium supplements and experienced reduced symptoms
of hyper excitability.
“ADHD is a hyper-irritability of the nervous system,” said Mark Hyman, M.D.,
medical director and founder of the Ultrawellness Center in Lenox, Mass. “Many
of these children are depleted in magnesium because their diets are poor—they
eat high amounts of sugar. I think magnesium is a critical deficiency in kids
with both ADHD and autism and it has a very calming, relaxing effect on them.”
Dean noted when she has a parent telling her their child cannot sleep at night,
has trouble with constipation and gets moody or edgy, she puts the child on
magnesium. “Those symptoms, usually diagnosed as ADHD, clear up very quickly,”
she said.
The Early Birds
New research suggests babies who rapidly gain weight early in their childhood
have an increased risk for obesity.20 Studies published in the June
2008 American Journal of Clinical Nutrition indicate the first few months
of life and after the age of 2 are critical periods in which early-life weight
gain appeared to influence later obesity risk.21 While practitioners
generally recognize rapid weight gain after age 2 or 3 to be an early indicator,
the thought that rapid weight gain is a sign of obesity in the few months of
life requires more research. Obesity prevention researcher Matthew Gillman,
M.D., Harvard Medical School, told WebMD that early life interventions can help
parents keep tabs on their child’s risk for obesity. He postulated exclusive
breastfeeding reduces obesity risk since it is difficult to overfeed a baby fed
on breast milk; suggested providing no solid foods before the age of 4 months;
and emphasized parents should know their baby’s satiety signals—when the baby is
hungry or when the baby is crying for other reasons.
More parents are realizing the benefits of breastfeeding. According to the
CDC, 77 percent of U.S. babies born in 2005 to 2006 were breast-fed, up from 60
percent for babies born in 1993 to 1994. Babies were more likely to have been
breast-fed it they were Mexican-American (80 percent) or white (79 percent); if
they were born to families with higher incomes (74 percent); and if their
mothers were at least 30 years old (75 percent).
A study published in the May 2008 issue of Archives of General Psychiatry
found children between the ages of 6 and 7 who were breast-fed exclusively and
for a prolonged period scored higher on average in verbal intelligence,
nonverbal intelligence and overall intelligence; teachers also rated them higher
in reading and writing.22
Learning to Fly, Naturally
A healthy diet can keep obesity factors at bay, but has also been found to
help children keep up the good grades. Canadian researchers found children who
had a nutritious diet of fruits and vegetables and not a lot of fat were more
likely to pass academic tests.23
Clow noted the steady growth during childhood parallels the increasing need
from the body for all nutrients. “Each stage of the life cycle is associated
with a distinct set of nutritional priorities, and all persons throughout life
need the same nutrients but in varying amounts,” she said. “Dietary means should
always be the first and best way for infants and children to achieve adequate
nutritional intake. Children can be fussy eaters, and it’s not always easy to
make them eat the foods they need to stay healthy.”
When parents cannot get their children to eat their lima beans,
multi-vitamins designed for older infants, toddlers and children may provide
those needed vitamins and minerals. A USDA survey found roughly four out of five
1-year-olds are not meeting recommended levels for vitamin E; 87 percent of
1-year-olds are not meeting recommended levels for zinc; and approximately 60
percent of 1-year-olds are not getting the recommended levels of iron. Clow
added that iron-deficiency is a major problem worldwide and is the most
prevalent nutrient deficiency among children in the United States and Canada.
It’s no surprise that omega-3 essential fatty acids (EFAs) are also
beneficial for overall wellness and normal development in children. Research has
found consuming omega-3s daily can help with a child’s brain development and may
also reduce the symptoms of dyslexia and other learning disorders;24
ADHD and other behavioral disorders;25 Dyspraxia and other
coordination disorders;26 as well as poor eyesight and asthma.27,28
The search for a balanced multi-vitamin can be challenging for parents, and
offers retailers the opportunity to do some advance leg-work to offer only the
highest quality offerings. Top choices for multi-vitamins should deliver 100
percent of the daily value or more for important nutrients like vitamins A, C, D
and E, as well as a balanced B-complex and supportive mineral potencies.
Additionally, review the “other ingredients” on the label, as many products
include artificial colors, flavors, sweeteners and undesirable additives.
Such ingredients are becoming more scrutinized by parents. Recently, the
Center for Science in the Public Interest (CSPI), a watchdog group, called on
FDA to ban eight artificial food dyes over concerns that they may be linked to
behavior problems in sensitive children. The eight dyes include Yellow 5, Red
40, Blue 1, Green 3, Orange B, Red 3 and Yellow G, which regularly appear in
everything from candy and cereal to soft drinks. Several studies have found food
additives may increase the risk of hyperactivity behavior. Two British studies
helped Britain’s Food Standards Agency suggest a ban on six dyes; however, the
European Union’s food safety agency negated the ban noting that the studies were
too broad.
Concerned parents are turning to organic and natural foods to ensure their
children’s healthy development and growth. “Today’s parents have done their
homework as to why eating organic is so important for the child, as well as
avoiding any packaging containing Bisphenol A (BPA),” said Shazi Virsam, founder
and CEO, Happy Baby. “Their primary concern is protection against harmful toxins
and pesticides, which a baby’s vulnerable immune system is not equipped to
battle. Other ingredients they might look to avoid are potential allergens, like
soy or gluten that may cause inflammatory response to which one in 17 children
under 3 are currently prone to.”
Manufacturers are heeding the calls for more organic and natural products
that are tailored for children. Happy Baby produces a line of products inspired
by a friend’s experience of not having the time to make homemade food for her
baby and having to rely on jarred baby food that can be over-processed and
devoid of taste, texture and color. As an alternative to jarred baby food, Happy
Baby developed its frozen product line, which has led to additional offerings
such as probiotic- and EFA-fortified cereals and Happy Bites, tailored for
toddlers and kids. “When developing our products, we go to the people who matter
the most and ask them what it is they would like to see,” Virsam said. “We
surveyed hundreds of moms and found they were looking for ways to increase their
child’s consumption of vegetables, and get more protein and higher fiber into
their picky toddler’s diets.”
Recently, a crop of innovative products have responded to parents’ demands
for real food; sugar-, dairy-and soy-free; and healthy snacking. Just Tomatoes,
for example, offers freeze-dried fruits and vegetables that are devoid of any
additives. “We believe and have based our business on the belief that
‘absolutely nothing added’ is important and a real selling point,” said Karen
Cox, owner, Just Tomatoes. “Parents want ‘real food’ for their kids, and
something that tastes good so that the kids will eat it.”
Linda Fishman, president, Medora Snacks, added: “We really feel that the
return to ‘real food’ is important to the health of children and parents. It is
imperative that we re-establish a relationship with food that is based on better
nutrition and foods that come from the earth. This means satisfying meals and
snack that do not leave cravings. According to some experts, a higher
satisfaction with the food we eat means less overeating.”
The challenge for most manufacturers of children’s food is not necessarily
making these healthy products, but creating a taste that even the pickiest eater
will love. “Children are very picky eaters, but they love to snack,” said
Fishman. “According to the USDA, most kids get 25 percent of their daily
calories from snacks. This makes it imperative that snacks have a better
nutritional profile—combined with good taste to ensure kids will willingly eat
them instead of full-fat, chemical-laden chips.”
As more children experience allergies to dairy and soy, manufacturers have
become more creative in offering alternatives to childhood favorites such as ice
cream, yogurt and cheese snacks. “We’ve noticed a significant increase in the
past year in the number of parents looking for both dairy-free and soy-free
products,” said Tim Bennett, director of marketing, Turtle Mountain. The
company, in partnership with Farm Sanctuary, a national farm animal protection
organization, created the So Delicious Kidz line of allergen-free fruit frozen
pops. More recently, the company launched So Delicious Coconut ice cream and
yogurt. “We are anticipating a significant portion of the sales for So Delicious
Coconut Yogurt will come from parents who want to give their kids the health
benefits of probiotics but not dairy,” Bennett said.
Keeping the Nest Cozy
Parents are willing to drive across town for these products and will become
regulars at stores that support their mothering efforts. Speak their language
and let them know you support their cause by providing a well-rounded offering
of baby to toddler products: homeopathic remedies for teething and colic,
natural diapers and wipes, baby personal care, new mother products and vitamins,
a range of children’s vitamins, and regular cross promotions of EFAs and
probiotics. “Parents always want to give their babies the best, and health food
stores often supply the top quality baby care products they’re looking for,”
said Cristine Bingham, marketing project manager, BNG Enterprises, makers of
Gentle Care products.
When it comes to children’s food, sampling is key. If their children like it
and it’s healthy, you can guarantee those products will fly off the shelf.
“Retailers should embrace the fact that snacks can be healthier and taste good,”
Fishman said. “Let the public know that better-for-you snacks can be enjoyed
with pleasure. Healthier food no longer has to sit on a back shelf!”
Additionally, off-shelf and end-cap displays are always great ways to
highlight children’s products. Cox added: “Get creative in your display and have
a lot of integrity behind what you sell.” Create an imaginative, eye-catching
“summer fun” or “back to school” display with kids supplements and other
kid-friendly products.
Sometimes, it’s as simple as letting moms and dads know your store is there
and stocked with products that keep the nest warm and healthy.
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11. Ludwig, DS et al. “Relation between consumption of
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children associated with the consumption of sweet drinks: Missouri 1999-2002.”
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20. Yanovski, JA. “Rapid weight gain during infancy as a
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23. Florence, MD et al. “Diet Quality and Academic
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24. Worthington-Roberts, BS et al “Nutrition throughout the
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25. Richardson, AJ. “Long-chain polyunsaturated fatty acids
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26. USDA Department of Agriculture, Agricultural Research
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27. Broadfield, EC et al. “A case-control study of dietary
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28. Schachter H et al. “Health Effects of Omega-3 Fatty
Acids on Asthma. Evidence Report/Technology Assessment No. 91”(Prepared by
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Healthcare Research and Quality. March 2004.
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