Drivers and barriers to fish and seafood consumption in the first 1000 days of life.

The first 1000 days of life - from conception through to a child's second birthday - are a critical phase in which dietary deficiencies can have long-term detrimental consequences on health. Fish and seafood consumption can play a pivotal role in delivering high-quality nutrition, with the potential to provide essential nutrients such as omega-3 fatty acids, iodine, and vitamin D. These nutrients are crucial for supporting early development and can be challenging to obtain in optimal amounts. However, in the UK, fish and seafood consumption is well below recommended guidelines. Hence, this study aimed to identify the key drivers of and barriers to consumption. Data were collected using an online survey distributed through email, Facebook, LinkedIn, and UK nursery chains, targeting women, parents, and guardians supporting the first 1000 days of life in the UK. Responses were filtered for relevancy, with non-eligible participants excluded. 175 participants were included in the cohort for analysis. The analysis sought to investigate the attitudes, understanding, and motivations of participants towards fish and seafood. We reveal that mothers would like themselves and their children to eat more fish and seafood, primarily for health reasons, but that health concerns and unclear guidelines are acting as the leading hurdle to change. We suggest that there is a need for clearer guidelines and more effective information dissemination for those supporting the first 1000 days of life.