New research from ProVen Biotics, the most clinically researched brand of probiotics in the UK, has revealed striking regional differences in children’s fruit and vegetable eating habits from the UK’s most adventurous eaters to the regions where children aren’t getting their five-a-day.

The UK’s picky-eating hotspots revealed

The North East takes the top spot for choosiness, with 14% of parents describing their child as a picky eater, followed by the South East and North West, both at 13%.

ProVen Biotics in-house nutritionist Adrienne Benjamin says, “Picky eating is incredibly common in children, so parents shouldn’t feel pressured to completely change their child’s diet overnight. The aim should be to gradually build confidence around food rather than making mealtimes a battle.”

“Introducing new foods alongside familiar favourites, offering foods in different ways and allowing children to get involved with choosing and preparing meals can all help trying something new feel more approachable.”

Wales has the least variety on the plate

The research also uncovered regional differences in the variety of different fruits and vegetables children are eating, with 62% of children in Wales eating only between one and four different types of fruit or vegetables across an entire week, the highest proportion of any UK region.

Across the UK generally, children eat an average of just 4 different fruits and vegetables each week, with more than half (51%) eating only between one and four different types in a week.

The East Midlands is in the lead for fruit and vegetable intake, with 14% of parents reporting their children eat 10+ different fruit and veg in a week, while London parents are the most aware when it comes to digestive health, with 56% ‘very aware’ of the link between gut health and immunity.

Adrienne adds, “We often focus on whether children are hitting their five-a-day, but it can also be useful to look at the variety of foods they are eating across the week. Different fruits and vegetables provide different types of vitamins, minerals, phytonutrients, and fibre, so introducing a range of colours, textures, and varieties can help support a more diverse nutrient intake.”

“For parents, this doesn’t have to mean introducing lots of new foods at once. Small, manageable changes can make a difference. Just making children aware of other options and eating them yourself can encourage them to try different textures and flavours.”

Yorkshire and the Humber lead the UK for adventurous eaters

Children’s eating behaviours can be influenced by everything from the foods they are regularly exposed to at home to how involved they are in choosing and preparing meals.

Adrienne comments, “It’s really interesting to see Yorkshire and the Humber coming out on top for adventurous young eaters, and these types of studies are fun to add to the conversation around what our children are eating. There’s unlikely to be one single reason behind this, although children’s confidence around food can be shaped by what they are exposed to and how food is approached at home. Leading by example is key for parents.

“Regularly seeing different foods on the table, eating together as a family and involving children in choosing ingredients or helping to prepare meals can all make unfamiliar foods feel more normal and less intimidating. Importantly, children don’t necessarily have to eat a new food the first time it is offered, and repeated, pressure-free exposure can help build familiarity over time.”

Supporting children's gut health as they head back to school

Back-to-school season can provide a great opportunity for families to establish new routines, including introducing more variety into family food choices.

Adrienne suggests offering easy-to-eat berries or grapes at breakfast or as a snack, adding vegetables to pasta sauces or pizza toppings, or making homemade fruit and vegetable smoothies.

“Food should always form the foundation of a child’s diet,” she says. “But for parents of picky eaters, or children who struggle to get enough variety from fruit and vegetables, supplementation can provide additional support alongside efforts to build a more varied diet.”

ProVen Biotics Fit For School, £16.50, has been specifically developed for children aged 4 to 16 and provides 12.5 billion of the Lab4 group of friendly bacteria per chewable tablet, alongside vitamin C to support the normal function of the immune system.

Fit For School was used in the ProChild and ProChild-2 studies, which investigated the Lab4 group of friendly bacteria alongside vitamin C in school-children, with the research showing a 30% reduction in school absenteeism.*

Fit For School is available from ProVen Biotics online and Holland & Barrett stores nationwide.




*ProVen Biotics Fit For School was used in the ProChild and ProChild-2 studies, which both took place over a six-month period throughout autumn and winter.