A new study shows a decline in the nutrition of children’s cereal over the past decade, with noticeable increases in sodium and fat and decreases in fiber and protein – suggesting that appealing to the American sweet tooth might be the priority.
“These trends suggest a potential prioritization of taste over nutritional quality in product development, contributing to childhood obesity and long-term cardiovascular health risks,” wrote the study’s authors, who hail from the University of Kentucky, Louisiana State University and University of Minnesota, St. Paul.
The study’s researchers, Shuoli Zhao, Qingxiao Li, and Yuan Chai, focused on children’s ready-to-eat cereals launched from 2010 to 2023. They did not study the cereal market as a whole.
Parents have buying power
Just because the cereals are on store shelves does not mean parents have to buy them. But shifting buying habits require awareness of nutrition needs and consumer options.
Nutrition consultant Lisa R. Young said she is glad that the study spotlights the declining nutrition of many children’s cereals. She said she is concerned that this marketing strategy undercuts public health efforts.
“What is especially concerning is the marketing,” she says. “Bright colors and cartoon characters are intentionally designed to appeal to young children — creating brand loyalty early and making it harder for parents to say no.”
That is why she encourages parents to be savvy about which cereals they buy for their children.
“Breakfast is such an important opportunity to fuel kids with the nutrients they need to grow, focus and thrive,” says Young. “Parents should aim for cereals that are higher in fiber and lower in added sugar, ideally made with whole grains and no artificial additives.” She also suggests that parents round out breakfast with foods beyond cereal. Specifically, she recommends fruit, milk or yogurt and eggs.
Fiber? Check
Caroline Sluyter, director of the Oldways Whole Grains Council, says not to forget whole grains. The US Department of Agriculture website features a tool called MyPlate, which has replaced the Food Pyramid, and helps consumers determine their nutritional needs based on age, height, weight and other factors. To find out if a product is a good source of whole grains, shoppers can look for the yellow Whole Grain Stamp on cereal boxes and other food packages.
“Given that whole grain intake continues to fall significantly below recommended levels for both kids and adults, and given that breakfast cereals are one of the most common sources of whole grains for Americans, it is our belief that whole grain breakfast cereals can play a positive role in a balanced diet,” says Sluyter.
Citing a 2020 study, Sluyter explains that repeated exposure to whole grains can change someone’s food preferences and eating habits.
“Whole grains not only help properly fuel children’s growing brains and bodies, but also to help nurture the next generation’s appetite for nutritious food, thereby laying the foundation for lifelong healthy habits,” she says.
Higher whole grain intake is correlated with health benefits such as reduced risk of heart disease, stroke and type 2 diabetes, plus lower cholesterol, less cognitive decline and more. There may be academic performance benefits, as well. According to a 2015 study in the Journal of the American College of Nutrition, Kansas elementary school students who had whole grains for breakfast scored higher on standardized tests.
Many resources related to whole grains are linked to or downloadable on the Oldways Whole Grains Council website. Caregivers and teachers may peruse kid-friendly materials here, with English and some Spanish language options.
In the peer-reviewed journal Nutrients, Sluyter co-authored a case study of the Oldways stamped product database for boosting consumer consumption of whole grains. Shoppers can search for products in countries around the world.
“To promote public health, the Oldways Whole Grains Council encourages food manufacturers to increase the whole grain content of their products, and has been quite successful in doing so,” says Sluyter.
