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As governments tighten regulations on childhood obesity and parents seek healthier, non-HFSS choices, the importance of early nutrition has never been clearer. Antoine Hours, general manager at Yoplait UK, discusses how fortified dairy products can help close the nutritional gap, support healthy growth and give children the best possible start in life.

We believe yogurts can be more than a snack – they are a valuable source of essential nutrients that are increasingly absent from modern diets.

In recent years, the kids’ yogurt and fromage frais category has declined, while childhood obesity and nutritional deficiencies have been on the rise. We are seeing an unfortunate trend towards children swapping nutrient-rich foods – such as kids’ yogurts – for more indulgent and nutrient-poor snacks like biscuits, chocolate and crisps.

Growing children’s nutritional crisis

We believe yogurts can be more than a snack – they are a valuable source of essential nutrients that are increasingly absent from modern diets. In recent years, the kids’ yogurt and fromage frais category has declined, while childhood obesity and nutritional deficiencies have been on the rise. We are seeing an unfortunate trend towards children swapping nutrient-rich foods – such as kids’ yogurts – for more indulgent and nutrient-poor snacks like biscuits, chocolate and crisps.

A report Yoplait launched last year, ‘Kids’ yogurt and consumers: A relationship turned sour,’ written by dietician Dr Carrie Ruxton, revealed that in the past decade, calcium intakes in children have fallen significantly. Moreover, just under a fifth of 4-10-year-olds are clinically deficient in vitamin D – to the extent that bone health diseases, such as rickets, are resurfacing again for the first time since the 1950s.

Over a million children in the UK are in danger of poor development and growth because they lack key nutrients like calcium and vitamin D – both of which can be found in dairy products and particularly in fortified yogurts.

The pandemic only accelerated these issues. It is possible that an unintended consequence of the past decade’s sugar reduction policies has caused confusion and could be encouraging children’s parents and children to move away from healthy yogurts and choose junk food alternatives instead, which are higher in sugar and lower in positive nutritional value.

Moreover, general confusion around what good nutrition entails and how much a child actually needs has caused uncertainty among parents. Our latest research highlights just how widespread the confusion is. While 90% of parents say they understand nutrition, over half (58%) still worry their children aren’t getting the essential nutrients they need, especially calcium and vitamin D.

With one in four unsure about daily calcium and vitamin D requirements and one in five unfamiliar with the concept of dairy fortification, the research shows how challenging it can be for parents to navigate their kids’ nutrition. These findings have shown there is a real need to champion and educate about the nutritional value of kids’ yogurt. There is a growing need for brands to bring the science of fortification and the health benefits of dairy back into the public conversation.

Rebuilding children’s nutrition

Brands in the kids’ yogurt space can support the development of strong bones and healthy bodies by fortifying their products with calcium and vitamin D. Through fortification, kids’ yogurt brands can enhance the nutritional value of yogurts to meet the evolving needs of today’s children. By adding calcium and vitamin D – nutrients critical for bone health and immune function – they can help close the nutritional gap and offer parents a simple, reliable way to support their children’s wellbeing.

Focusing on making yogurts enjoyable for kids and convenient for families would also be a priority. By offering a variety of formats, we can make it easy for parents to provide a nutritious option either for breakfast, lunchboxes, on-the-go or as an after-school snack.

Evolving and educating

We recognise that working towards improving children’s nutrition is not without its challenges. Striking the balance between nutrient density and taste, particularly when it comes to younger consumers, is challenging. Creating products that kids genuinely enjoy while maintaining the nutritional integrity requires constant innovation.

Additionally, accessibility is crucial. Healthier choices must be available at affordable price points, particularly in today’s economic climate, where many families are facing financial pressures. It is imperative to offer products at an affordable price, ensuring nutritious yogurts are accessible to all. Nutritious food shouldn’t be a luxury – it should be a standard.

Partnering with retailers for impact

It is important for kids’ yogurt brands to collaborate with retail partners in addressing the growing nutritional crisis as they play a pivotal role in reshaping the narrative around kids’ yogurt and driving meaningful change. With an estimated £150 million in potential sales growth over the next five years, there is a significant opportunity for growth and impact.

Together, we can reframe yogurt as the nutritious, convenient and tasty choice that it is. Through strategic in-store placement, clearer labelling and campaigns that highlight the nutritional benefits of fortified yogurts, retailers have the power to influence shopper behaviour at scale. By offering a wider range of tailored options that meet diverse shopper needs, and providing education to support parents in making informed and healthier choices, we can build the category’s relevance across age groups and occasions, ultimately driving incremental growth and deeper household penetration.

Through education, innovation and accessible products, we can ensure children receive the essential nutrients they need, not just for today, but for their long-term health and bone development.