Studies reveal the downside of parents choosing a healthier diet for their children

• Four researchers conducted five studies to investigate the effects of a parent’s food choices 
• Their work was published by the Journal of Marketing Research in 2023 

Professor Gavan Fitzsimons and three of Duke University’s Fuqua School of Business alumni found that there is a major downside associated with a parent’s decision to put their child on a healthy diet.

The four researchers conducted five studies to analyze the effects of parents choosing healthy food for their children.

The researchers noted that ‘many consumers are caregivers and, as part of caregiving, frequently make food choices for their dependents.’

The results of the studies indicated that the parents are more likely to eat an unhealthy meal after choosing to feed their child a healthy one.

Their work was published in June 2023 by the Journal of Marketing Research.

Professor Gavan Fitzsimons and three of Duke University’s Fuqua School of Business alumni found that there is a major downside associated with a parent’s decision to put their child on a healthy diet

The researchers found that parents who choose to have their children be on a healthy diet likely eat unhealthy meals themselves

Their work was published in June 2023 by the Journal of Marketing Research

More than 3,700 individuals were involved in the researcher’s five studies.

‘When we think about consumers’ choice, we often think about choices for themselves,’ said Fitzsimons.

‘But there is a whole other realm of people who are choosing for their children and for loved ones.’

One of the field studies that was featured in their research took place at a nursing school.

Fitzsimons and the other researchers enlisted the parents of children in the school to participate in a family dinner study.

The researchers gave the parents to-go meals from a restaurant to choose for themselves and their children.

The study results showed that 50 percent of the parents chose an unhealthy meal for themselves when the food was shareable, while 17.6 percent chose a not shareable, unhealthy meal option.

Fitzsimons told officials at Duke University’s Fuqua School of Business that marketers can encourage healthy meal habits in food choices.

All of the five studies that were applied to the researcher’s conclusion focused on the role of expecting potentially sharing self-choices with a child

‘Instead of offering pizza that’s made with unhealthy ingredients, you could have a cauliflower crust, some healthy cheese, and some vegetables on top,’ he said.

He also suggested that ‘targeted messaging on packages or menus’ can also help parents make healthier food choices.

‘A message that would be well received by parents might sound like, “These meals are really healthy for your kids. And they’ll eat every bite,'” he said.

One of the researchers, Peggy Liu, made recommendations as to how parents can make healthier food choices for themselves.

Peggy Liu made her own recommendations that are similar to Fitzsimons’ ideas in an article published on the University of Pittsburgh website in 2023

Liu, who discussed the 2023 End Hunger and Build Healthy Communities challenge, suggested that restaurants and meal delivery services can communicate with parents through ‘simple marketing communications.’

She also recommended that the communications ‘remind parents of their child’s future needs to develop healthy eating habits.’

The World Health Organization listed eating a healthy diet to be the number one healthy choice someone can make in 2024.

‘What a healthy diet looks like may differ from person to person, depending on your culture, where you live and what food is locally available,’ they wrote in a 2023 story.

‘Yet, the principles are the same – making informed choices can help you improve the way you eat.’

Food choices that can be part of ‘a balanced and diversified diet’ include fruits, vegetables, and whole grains.

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