An overwhelming majority (91 per cent) of parents think their children influence the weekly food shop and meal choices, according to research from SuperValu as they launch Fuelling the Family.

Over a third (34 per cent) described the sway children have over their shopping trolley as significant as they gear up for the new school year.

The study showed that children's preferences are the biggest barrier to healthier eating for 43 per cent of parents, but meal planning ideas and time are also significant barriers.

More than half (55 per cent) of parents admit that the flood of nutrition advice from different sources can feel overwhelming.

Traditional authorities (professionals and government sources) maintain the strongest credibility while the aspect of healthy eating that consumers find most confusing is knowing how much protein, fat or carbs are needed, followed by understanding sugar content and managing portion size.

However, 46 per cent said they struggle with motivation to keep healthy habits while 34 per cent find it challenging to improve eating routines at home.

Four in ten (42 per cent) feel guilty about not cooking healthier meals, rising to 52 per cent for ages 25-34 and 56 per cent for ages 25-34.

Exercise is another challenge: only a third (33%) believe they’re easily meeting the recommended weekly physical activity for their families. 

Finally, just two in ten families said they don't enjoy healthy food, showing most have a genuine appetite for better choices.

To support families in overcoming these challenges, SuperValu today launched its Fuelling the Family campaign, in partnership with leading Irish performance nutritionist Daniel Davey.

The campaign will provide parents with simple recipes, budget-friendly meal plans and practical tips for healthier family eating as children return to school. 

“As a parent and a nutritionist, I know how important it is to bring quality food into the home and make healthy eating realistic for families," said Davey.

"What I really value about SuperValu is their long-standing support of local producers and their commitment to education, helping parents feel confident in the choices they make for their families.

“This campaign is about giving families the tools and confidence to make small, sustainable changes; from simple, tasty recipes to smart shopping that makes healthy eating realistic, enjoyable and affordable for everyone.” 

Rita Kirwan, marketing director at SuperValu, added: “At SuperValu, we understand the pressures parents face, especially around Back-to-School time.

"We are committed to making life easier for parents, helping them to shop smarter, cook healthier and keep the whole family happy without breaking the bank. In our stores and across our channels we will help families find easy solutions that work for them as they work through busy weeks ahead.”  

(Pic: Marc O'Sullivan)