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It’s a given that all kids have a sweet tooth and will prefer eating something sweet over almost anything else. In fact, children form a significant part of any wholesale confectionery supplier’s potential market. There are endless varieties of sweets, baked goods, cereals and other foods that contain varying amounts of sugar or other sweeteners to make them more attractive to the younger generation. Yet, as adults, we know that our craving for something sweet gradually diminishes. We still enjoy a good bar of chocolate, a portion of ice-cream or a delicious piece of cake, but, we no longer crave it to the same extent as our children do. Can Science Provide an Answer? Recent research indicates that perhaps the main reason why children have such a sweet tooth isn’t just because sweet things taste great. The reason is far more basic and, in fact, is an essential part of a child’s growth. A study carried out in the United States by Monell geneticist Danielle Reed and University of Washington researcher Susan Coldwell looked at 143 children from the ages of 11 to 15. Their aim was to examine how, if at all, the craving for sweet things amongst the young can be linked to physical growth and development. It is already known that evolution has programmed us to like certain tastes. Sweetness is associated with calorie and carbohydrate-rich foods which provide our bodies with energy. Reed and Coldwell’s research suggest that, in the age group they studied, the demands of accelerated growth and development lead to increased demand for “fuel”, hence young children’s bodies seek out calorie-rich, sweet foods. The study separated the 143 children into two groups based on preferences for sweet foods. Those with a lower preference for sweet food showed slower bone growth whilst those with a stronger preference exhibited higher rates of bone growth. Their study further suggests that, as the child’s growth slows down, so the craving for something sweet also lessens. Having said that, as wholesale confectionery suppliers will testify, the desire for something sweet never completely disappears – we just gain the ability (most of us at least), to control it. Is this Conclusive? Well, even the researchers themselves say not. The study sample, while relatively large, needs to be expanded if a more reliable result is to be achieved. However, it does indicate a definite direction for further research. Wholesale confectionery suppliers and parents don’t need this research to tell them that younger children have a greater craving for sweet things. Whilst the adult market for sweets, chocolates, cakes, ice cream and other sweet foods is large, the children’s market is vast and continues to grow. As children’s tastes become more sophisticated, so there is an ever-greater demand for new tastes, shapes and varieties of chocolate, sweets and everything sweet. Just look at the shelves in your local supermarket! Angelina Moufftard works for hf Chocolates, established wholesale confectionery suppliers with decades of experience supplying sweets and high-end chocolates to retailers across the UK. Working with the most dedicated suppliers from France, Spain, Germany, Holland, Belgium, the USA and the UK, hf Chocolates' great tasting and beautifully packaged products add panache to any sweet display.
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