Although fast food chains like McDonalds and Burger King have augmented their kids meal menus to include healthier fare, researchers at the University of Oregon’s Lundquist College of Business found that kids as young as age three already have a penchant for salty, sweet and fatty foods, and they had little difficulty identifying which name brand fast food and soda products delivered the goods.
 
A group of preschoolers aged three to five were involved in two separate experiments. In the first experiment, 67 children (31 boys, 36 girls) and their mothers were recruited from preschool classes in a large city. The mothers completed a 21-item survey to report on their taste preferences of their children. The children responded to their perceived tastiness of 11 natural and 11 flavor-added foods. Photos of the foods were presented without labeling or packaging. Natural foods included apples, bananas, plain milk, fruit salad, water, green beans and tomatoes (strawberries and watermelon were the top picks); flavor-added foods included such things as cheese puffs, corn chips, watermelon hard candy, jellybeans, banana soft candy, ketchup, colas and chocolate milk (strawberry ice cream and jellybeans scored the highest).
 
Researchers found strong agreement in that both parental and children’s perceptions matched: parents noted the desire for foods high in sugar, fat and salt, while their children showed preference for flavor-added foods, which contained these ingredients.
 
In the second experiment, researchers compared preschoolers’ palate preferences with their emerging awareness of brands of fast foods and sugar-sweetened beverages. Participating were 108 children (54 boys, 54 girls) from five urban pre-schools. Each child was shown 36 randomly sorted cards—12 related to each of two popular fast-food chains, six to each of the two leading cola companies and six depicting irrelevant products. All children were able to correctly place some of the product cards with the correct companies, indicating their differing levels of brand recognition.
 
The results, the researcher wrote, “suggest that fast food and soda brand knowledge is linked to the development of a preference for sugar, fat and salt in food.” The relationships, they added, appeared to reflect the children’s emotional experiences in a way that said the brand name products delivered their developed taste preferences.
 
Researcher T. Bettina Cornwell, a professor of marketing in the University of Oregon Lundquist College of Business, postulated that it may well be that when parents repeatedly serve certain foods, their children acquire a taste for them and soon recognized what brands deliver that taste. Earlier research has shown, she said, that children given red peppers on 10 different occasions will acquire a taste for red peppers and that logic extends to other foods. Children served French fries will, in turn, develop a preference for French fries.
 
In a world where salt, sugar and fat have been repeatedly linked to obesity, waiting for children to begin school to learn how to make wise food choices is a poor decision, said Ms Cornwall. Children are even turning to condiments to add these flavors—and with them calories—to be sure that the foods they eat match their taste preferences.
 
“Our findings present a public policy message,” Ms. Cornwell said. “If we want to pursue intervention, we probably need to start earlier.”
 
Parents, she said, need to seriously consider the types of foods they expose their young children to at home and in restaurants. “Repeated exposure builds taste preferences.”
 
Ms. Cornwell went on to add that fighting childhood obesity should begin at home. Families should first focus on reducing the consumption of low-nutrient “junk” foods and replacing them with increased servings of healthy foods. Such an approach, the researchers noted in their conclusion, moves away from issues of weight and dieting—instead targeting the development of tastes preferences.
 
Ms. Cornwell and co-author Anna McAlister, a consumer science researcher at the University of Wisconsin-Madison, involved both developmental psychology and marketing for the two-part study. Their results appeared in the journal Appetite.
 
In a previous paper in the Journal of Public Policy & Marketing, Ms. Cornwell and Ms. McAlister found that children begin to understand persuasion as early as age three and most develop this sense by age six. They argued that advertising targeting children should be monitored and regulated.