'Worried' parents seek help as kids aren't getting enough exercise

Research has revealed that the average British child is engaging in less than three hours of physical activity per week.

A survey of 1,000 parents with children aged between 5 and 12 showed a growing concern over their kids' lack of activity and its impact on their overall wellbeing.

The importance of physical activity is recognised by 9 out of 10 parents, yet a third are worried that activity levels have dropped, admitting they were more active at their children's age.

When asked about the obstacles preventing children from being active, 38% of parents cited physical challenges, while 36% pointed to a lack of confidence in their children when it comes to movement. Other barriers included feeling embarrassed and finding it too competitive.

Three quarters said it would be helpful to have access to free resources online, with guidance on the games they can play with their children to inspire them to move.

Professor John Reilly from the Psychological Sciences and Health Department at the University of Strathclyde commented: "The chief medical officers' guidelines recommend that children and adolescents get at least 60 minutes of physical activity per day."

"While levels of physical activity might have been increasing slightly over the past five years, we're still not hitting that target."

"Although there is no 'magic bullet' which will help children and adolescents get the recommended 60 minutes of activity per day, we all need to work together to change the amount of physical activity children are currently getting."

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He concluded by saying: "We must increase access to programmes which encourage children to become more active. This is a key moment for companies, schools, parents and other organisations to work together to help children embrace more physical activity."

The study was carried out by Ferrero as part of their programme - a scientifically-supported initiative focusing on a play-based approach to getting children moving.

According to the data, parents agree that the best forms of activity that have the greatest impact are play-based with over a third (35%) ranking it as the best way to get their child more active.

However, parents stated that a lack of local playgrounds is an issue as 39% want more child-friendly playgrounds, and 29% would like greater access to equipment.

Parents also believe it would also be useful to have extra help from their children's schools when it comes to getting their children active.

Charlie Cayton, spokesperson at Ferrero which commissioned the research to celebrate the 10th anniversary of its programme, stated: "Evidence shows that those who experience an active childhood are more likely to become active adults."

"With a programme like Joy of moving that incorporates a unique play-based approach to getting active, we hope to inspire those positive habits from the start."

"Every child deserves the chance to get active and to play and we're dedicated to helping them access the joy of doing so."