Recent studies reveal that cereals marketed to kids are less healthy now than they were a decade ago, with higher sugar content and fewer essential nutrients.
Per Parents.com, a new research study conducted at the University of Kentucky and Louisiana State University, examined the Mintel Global New Products Database, which logs product attributes of every new food item launched in the United States.
According to the data studied, 1,200 cereals hit the market with branding that appealed to children aged 5 to 12 years old between 2010 and 2023. Researchers looked at the nutritional content shifts over years among these cereals, and discovered the following:
- Total fat per serving increased by 33.6%
- Sodium increased by 32.1%
- Sugar increased by 10.9%
- Protein decreased significantly from a mean of 1.97 to 1.69 grams
- Dietary fiber decreased from 3.82 grams in 2021 to 2.94 grams in 2023
The study, which was published in the Jama Open Network, sums up the fact that new children’s cereals have increased in sugar, fat, and sodium, while protein and fiber declined. Parents concerned about childhood nutrition should be aware of these changes when choosing breakfast options.
“What stood out to me, though, was the slight decrease in fiber content,” Anthony Porto, MD, MPH, a pediatric gastroenterologist and co-author of The Pediatrician’s Guide to Feeding Babies and Toddlers told Parents.com. “Since many children’s diets already fall short on fiber, this is concerning. It reinforces the need to look more closely at the contents in ready-to-eat foods.”
In addition to the drop in fiber in these cereals, protein content in these products has also decreased. Dr. Manasa Mantravadi, a pediatrician and certified culinary medicine specialist, told Parents.com, that this is extremely worrisome.
“That’s exactly the opposite of what growing children need,” Dr Mantravadi said. “Swapping out fiber and protein for added sugar and fat is setting up kids for an energy crash by mid-morning—and long-term metabolic health problems down the road.”
So, what do parents need to do in order to ensure that their children are starting the day off with a with a nutritious and balanced breakfast? Do they need to avoid cereal all together? Dr. Porto suggests, not necessarily.
“Parents don’t necessarily need to avoid cereal altogether, though they should be more selective,” Dr. Porto said. “I usually recommend that parents choose cereals that contain at least 3 grams of fiber and do not turn milk into a different color—which can be a simple visual cue for added sugars or dyes.” And of course, he recommends that parents should also pay attention to and learn proper serving sizes.
Alicia Miller, RD, LDN, a registered dietitian nutritionist and founder of The Cardamom, an evidence-based practice aimed to make nutrition education more accessible to BIPOC families agrees, adding, “I often recommend pairing lower-fiber or lower-protein cereals with more nutrient-dense foods like yogurt, milk, nut butter, or fruit to help round out the meal and provide more balance to support kids’ focus and energy levels throughout the morning,” Miller said.
“You can also boost the nutrient density of cereal by adding things like ground flaxseed for extra protein or chopped fruit for added fiber. The key is to make the nutritious option the most convenient option.”
