A new survey commissioned by Graco in partnership with parenting publication Mother & Baby has revealed the emotional, financial and practical challenges UK parents face when it comes to feeding their families.

The findings form part of Graco’s latest phase of its One Family campaign, which this August focuses on Family Nutrition – offering support, insight and practical solutions for parents navigating the daily realities of mealtimes. Helping to bring the campaign to life are Fab and Ell, parents of toddler twins and popular parent influencers, who are sharing their experiences and tips via their Instagram platform.

The survey, which polled UK parents, paints a revealing picture of the pressures surrounding family nutrition. From the emotional toll of picky eating to concerns about food information and affordability, the results highlight the complex landscape parents are managing when it comes to feeding their children.

Parental Anxiety Around Picky Eating

One of the most striking findings relates to the emotional impact of children refusing food. Nearly half of parents surveyed said they felt anxious or worried when their child refused to eat*, while only 15 percent said they felt fine. These responses suggest that mealtimes are often emotionally charged, with many parents carrying a quiet burden when it comes to mealtimes, seeing their child’s eating habits as a reflection of their own success or failure.

Concerns Over What’s in Baby Food

The survey also revealed widespread concern about the contents of manufactured baby food. A significant 88 percent of parents expressed some level of worry, with 35 percent concerned about unhealthy ingredients, 31 percent about processed contents, and 22 percent unsure of what’s actually in the food they’re buying.

This growing scrutiny reflects a broader shift in consumer expectations around transparency and quality. Parents are increasingly seeking clarity and reassurance about what they’re feeding their children — and they’re not always finding it.

The Cost of Healthy Eating

Financial pressures are also shaping how families approach nutrition. 44 percent of parents believe feeding their baby a healthier diet is more expensive, and 14 percent admitted they’ve had to compromise on food quality due to budget constraints. These figures highlight the difficult trade-offs many families are forced to make, particularly in the current economic climate.

A Shift in Priorities

Despite the challenges, the survey also revealed a positive trend: 84 percent of parents said that becoming a parent made the nutritional value of food more important to them. This shift suggests that parenthood is a powerful motivator for healthier choices, even in the face of financial or emotional strain.

Information Overload

However, with increased awareness comes increased confusion. 61 percent of parents said they feel overwhelmed by the amount of information available on what constitutes ‘good’ or ‘bad’ food. This signals a clear need for accessible, evidence-based guidance that cuts through the noise and supports parents in making informed decisions.

Supporting Families Through Every Bite

Graco’s One Family campaign is a dedicated parent hub created to offer expert advice, practical support and real-life insight into the everyday challenges of raising a family. This August, the spotlight is on Family Nutrition. To help bring the campaign to life, Graco has teamed up with parenting influencers Fab and Ell, to be the campaign’s ‘One Family’. Each month they share their own honest reflections on raising toddler twin boys, and the human side of family life. This month they’re talking about the emotional pressures of mealtimes to the small wins that come with feeding a young family.

Adding expert support, Graco is also working with Lucy Upton, paediatric dietitian and founder of The Children’s Dietitian, who is offering clear, evidence-based guidance on everything from managing food refusal to creating nutritious meals the whole family can enjoy.

“We know that feeding a family can be one of the most emotionally charged parts of parenting,” says Luisa Rollins-Svensson, Consumer and Trade Marketing Manager at Graco UK. “That’s why we’re not just sharing insights, we’re offering real, practical support for parents. Whether it’s through the honest stories of our very own ‘One Family’, parents Fab and Ell, or expert tips from children’s nutritionist, Lucy Upton, we’re building a community that reassures, informs and empowers families.”

For more information head to The Graco Village.