First 'Census' of One-to-Threes Reveals the Secret Life of British Toddlers

First 'Census' of One-to-Threes Reveals the Secret Life of British Toddlers

LONDON, September 21, 2011/PRNewswire/ --

Our "Little One-ders" Are Getting What They Want But Not Always What
They Need

British toddlers spend longer staring at a screen each day than they do
eating their meals and more time in a car than at a children's playground,
according to a first of its kind 'Census' giving a snapshot into the lives
of our one to three years olds.

The 'Census' was commissioned by growingupmilkinfo.com
[http://www.growingupmilkinfo.com ], a website for parents seeking
information about toddler nutrition and the role of Growing Up Milk within a
healthy, balanced diet.

Busy Social & Cultural Lives

Toddlers are quids-in when it comes to lifestyle, with the average
toddler having nearly a four-figure sum spent annually on their
activities/classes, almost GBP180 on toys and boasting a wardrobe of
designer clothes. However, even though, "pound for pound", they need more
energy and nutrients than their parents, the survey results suggest that
toddlers' diets aren't getting the same attention as other aspects of their
lives - despite nutrition's important role in helping growth and
development. The 'Census' gives some fresh perspective on "the state of the
toddler nation's plates", with eight out of ten parents questioned unaware
that toddlers have different nutritional needs to the rest of the family.

Toddlers' diets are 'more burgers than broccoli'

Fast and convenience foods play a significant role in the diet.
Typically, today's toddler is more likely to have eaten a burger than
broccoli. 60 per cent have been to a fast food restaurant, according to the
new figures and the vast majority of toddlers questioned had tried chips
(86%), pizza (80%) and chicken nuggets (68%). This echoes previous data from
the Infant and Toddler Forum, which revealed 29 per cent of toddlers eat a
takeaway once a week and that 81% of toddlers are regularly given ready-made
adults foods likely to be high in fat, sugar and salt.

Report co-author Amanda Ursell comments, "This age group is poorly
defined, with conflicting data and little attention is paid to toddlers'
unique nutritional needs. One to three year olds go through a period of such
extraordinary growth and development that we should be thinking of them not
just as toddlers but as 'Little One-ders'."

"Although their lifestyles can rival our own, toddlers are not
mini-adults. Their bodies, brains and bones are developing at an amazing
rate and they need the right nutrition to fuel this," she says.

A lot on mum's plate

Today's busy lifestyles are also having a clear impact on toddlers'
diets. One in 100 parents say they've never cooked a meal for their child
and the average mum has just ten recipes she can rotate for lunch and
dinner. Favourite meals of the one to three year olds surveyed included
spaghetti bolognaise, chicken and shepherd's pie but also Chinese takeaway,
McDonald's, chips and pizza.

Amanda Ursell comments, "There is little room in the toddler diet for
the place of 'empty' calories in the form of sugar and or fat-rich foods,
which have little other nutritional goodness."

Six out of ten mums surveyed for the study said they were unaware of the
UK Departments of Health recommendation that toddlers should receive a daily
supplement containing vitamins A, C and D and responses showed 74% of
toddlers are not given these extra vitamins. Uptake of vitamin supplements
was reported as lowest in Edinburgh, Newcastle and Sheffield, where the need
for vitamin D supplementation is said to be greater than in cities south of
Birmingham, due to lower exposure to the UVB sunlight which helps the body
produce Vitamin D.

The Census also revealed that, encouragingly, some of today's toddlers
have pretty adventurous tastes: 30% of them had tried olives, 30% had tried
smoked salmon, 11% had tried sushi, 17% had tried granola and 5% had sampled
lobster.

Amanda Ursell concludes, "On the whole, UK toddlers are a lucky lot when
you compare them to those living in developing countries because most get
enough food and have access to clean water. However, it can come as a
surprise that many toddlers here are not getting enough of the essential
vitamins and minerals they need for optimum development.

"The good news is that modern developments in toddler nutrition have
provided today's parents with convenient and effective ways to ensure their
toddlers receive the nutrients they need to help fuel their growth. For
instance, 300ml of Growing Up Milk every day alongside a healthy, balanced
diet will provide toddlers calcium, iron, vitamins A, C and D, and omega 3
and 6."

The 'Census' was commissioned by growingupmilkinfo.com, a website for
parents seeking information about toddler nutrition and the role of Growing
Up Milk within a healthy, balanced diet.

Notes to Editors:

- The Census was based on survey data gathered by Opinion
Matters in July 2011 from over 1,000 mums and insight gathered from
professionals in the field of toddler nutrition, child psychology,
parenting and trends, underpinned with statistics on toddlers from a
variety of sources including the National Diet and Nutrition Survey and
the Infant and Toddler Forum. Among those involved in authoring the
final report were leading nutritionist, journalist, author and mother of
two, Amanda Ursell.
- growingupmilkinfo.com [http://www.growingupmilkinfo.com ] is a
resource created by Cow & Gate for parents who want to find out how
using a Growing Up Milk for children aged one to three can support
toddler nutrition.
- Growing Up Milk is made from cows' milk, enriched with the key
nutrients toddlers need, like vitamins A, C and D, iron, calcium and
omega 3 & 6. It is an easy way to give toddlers the extra nutrients
that experts say they need to support a healthy balanced diet, in a
familiar way.

For more information and regional breakdowns, contact:
Frank PR +44(0)207-693-6999
toddlercensus@frankpr.it

Source: growingupmilkinfo.com

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