Children’s Health and Nutrition: Understanding Fitness-Focused Parents

Over the last 2 years, global consumers have been prioritising their health by staying physically fit through exercise, preventative healthcare measures, and placing importance on mental well-being. However, these trends are not just for adults, as parents are incorporating them into their children’s lifestyles and behaviour.

According to Euromonitor’s Lifestyles Survey, 74% of respondents who exercise regularly are more likely to think that their children living a healthy lifestyle. Nutrition brands and companies should resonate with fitness-focused parents, as they prioritise their own health but are also looking to promote healthy living for their children.

Parents’ Rating of Children’s Health
Percentage of Global Respondent by Parents’ Exercise Frequency


Source: Euromonitor International’s Health and Nutrition Survey, fielded January/February 2020

Fitness-focused parents take a close interest in what their children eat, often taking into consideration which ingredients are vital for a nutritious, balanced and safe diet for their children. 51% of fitness-focused parents state that their children rarely eat snacks between meals. When making shopping decisions they seek natural and organic ingredients, no artificial sweeteners and fibre; as well as ingredients promoting heart and digestive health. This is a stark contrast to parents who do not associate themselves with an active lifestyle and are less likely to place importance on these ingredients and features.

Preferred Ingredients in Children’s Health and Nutrition
Percentage of Global Respondents by Parents’ Exercise Frequency

Source: Euromonitor International’s Health and Nutrition Survey, fielded January/February 2020

Clear advertising, packaging, and labelling emphasising clean and functional ingredients promoting health benefits allow fitness-focused parents to find products that fit with their needs. Brands and companies take one step further adding an active element to their products through school or gym collaborations as they provide a healthy activity that can be successfully shared by both children and parents.

It’s not just nutrition and eating habits that fitness-focused parents are prioritizing when it comes to their children’s health – many are incorporating these values when buying other children’s products such as disposable diapers. When buying disposable diapers global consumers tend to focus on high quality (34%) and good price. In particular, fitness-focused parents seem to be more conscious about sustainability and are often willing to pay more for this feature.

Fitness-focused parents are more likely to pay more for disposal diapers which are made from organic ingredients (36%) or come in recyclable packaging (35%). In general, they tend to pay more for a good cause (38%). In addition, fitness-focused parents who exercise weekly tend to be willing to pay more for natural ingredients (38%) in disposable diapers than look for money value, which is a stark contrast when compared to non-active parents.

Willingness to Pay for Disposal Diapers Features
Percentage of Global Parents by Exercise Frequency

Source: Euromonitor International’s Health and Nutrition Survey, fielded January/February 2020

Brands and companies targeting fitness-focused parents, therefore, need to incorporate not only healthy, natural and organic features in their products but also need to ensure that they are focusing on larger global issues such as sustainability and eco-conscious features.

For further insights on our Health and Nutrition Survey download our free white paper: Health by Generation: Understanding Healthy Behaviours and Lifestyles