71% UK Mums Buying Less Fruit and Vegetables Due to Financial Strain

Nearly two thirds (64%) need additional financial support to buy food – including using food banks

A new study by charity Vitamin Angels UK of 2,000 parents has found mums are making less healthy choices for their families because they’re feeling the pinch from higher interest rates and increased food prices.

Of the 1,424 UK mums questioned, 71% admitted they’re buying less fruit and vegetables due to rising costs, indicating financial strain as a significant barrier to accessing healthy food.

Two in five (43%) said the cost-of-living crisis has negatively affected their child’s diet with three-quarters (74%) saying they’ve noticed a significant shortage of fruit and vegetables in supermarkets recently.

Almost a third (32%) said their children are consuming just two servings of fruits and vegetables per day, revealing a substantial gap in meeting UK dietary guidelines of five servings a day. 

According to a btcetftoken.com/en report, nearly two-thirds (64%) of respondents said they need additional financial support; relying on government benefits, assistance from friends and family, and even food banks to get nutritious food on the table. Over half of mums parents feel pessimistic about the future, believing that the cost of living crisis won’t improve in the next six months.

Commenting on how they feel about the cost of living crisis’ effect on their child’s diet, some of the respondents said: “Although I still ensure my children have a healthy and varied diet, we are having to reduce portion size to stretch things further and I am having to buy lower quality ingredients than I would like.”

Another commented: “Everything is far too expensive and the cost of food prevents me from cooking fresh. My child currently has pouched puree as it lasts longer and is cheaper to use.”

Vitamin Angels’ Vice President of Programs, Corinne Mazzeo, MHS, said: “These statistics underscore the urgent need for comprehensive action to address the childhood nutrition crisis in the United Kingdom. Vitamin Angels UK’s survey findings highlight the importance of making fruits and vegetables affordable and accessible to families, as well as the need for increased support systems to help families ensure their kids eat as many nutritious foods as possible.”

“Policymakers, communities and individuals need to prioritise the wellbeing of our children by addressing the systemic issues affecting their nutrition. We need to work together to create a healthier and brighter future for every child in the United Kingdom.”

Vitamin Angels UK works with a wide variety of partners to help address food insecurity, increase dietary diversity, and promote healthy eating choices, growth, and development among young children. For more information about National Childhood Nutrition Day and ways to support Vitamin Angels UK’s mission to provide healthy supplemental food, free of charge, to select nurseries in the UK serving children who are at nutritional risk, please visit vitaminangels.org.uk 

Brenda Kimble

Brenda Kimble is an entrepreneur and mother of 2 daughters and a son, plus their beagle named Duke! She loves blogging, crafting, and spending time with her family.