WIC leaves millions hungry—families under 5 are missing out

WIC benefits – New federal figures show participation in the Women, Infants, and Children program remains well below what it could be. In 2023, only about 56% of eligible people were enrolled, and families with children under 5—who make up roughly half of participants—may be

The first time a young mother hears about WIC, it can feel like a door that should have opened sooner—especially when money is tight and grocery runs already sting.

Federal data underscores how big that gap still is. In 2023. only about 56 percent of eligible people participated in the Women. Infants. and Children program. leaving more than 4 in 10 who qualified without enrollment. Roughly 11.8 million people were eligible that year. while about 6.6 million were enrolled on average each month. according to the U.S. Department of Agriculture. Enrollment has begun rising again after years of decline—reaching about 6.7 million people per month in 2024—but it still does not reach a large share of eligible families.

WIC matters most for families navigating the earliest, most medically critical years of life: pregnant women, infants, and young children. The program is designed to improve health outcomes for mothers and children, including better birth outcomes and improved long-term development. Yet for households under the income limits. missing WIC can quickly translate into missed food support—and fewer access points for screenings and referrals tied to healthier pregnancies and young children.

The reasons people fall through the cracks aren’t framed as a lack of will. “The barriers aren’t laziness or apathy. They’re structural and stigma at the checkout counter,” Michael Ryan, a finance expert and founder of MichaelRyanMoney.com, said. He pointed to rigid brand and size restrictions that can make shopping feel like a test you can fail. as well as in-person enrollment requirements that assume families can find transportation. childcare. and time off work.

Ryan also described a fear he says can keep families away even when they qualify: “Immigrant families who believe (incorrectly) that using WIC will hurt a green card application. That fear alone keeps tens of thousands of eligible children from being fed.”

For families trying to juggle work schedules and daily logistics, confusion about eligibility can compound the problem. With food prices still elevated and many households under economic pressure. not enrolling can mean losing out on hundreds or even thousands of dollars per year in food support and health services.

That gap is not just a statistic. It shows up in who WIC serves most. Children ages 1 to 5 make up the largest share of participants, accounting for about half of recipients. The stakes are clear in how the benefits are structured, and in what WIC tries to do beyond groceries.

WIC—the Special Supplemental Nutrition Program for Women, Infants, and Children—is a federal program run by the U.S. Department of Agriculture. Created in the 1970s. it expanded steadily for decades. peaking in 2010 with more than 9 million participants before declining and then rebounding in recent years.

The program provides supplemental healthy foods, nutrition education, breastfeeding support, and referrals to healthcare and social services.

Eligibility generally comes down to three category requirements: pregnant women; postpartum or breastfeeding mothers; and infants and children under age 5. Income also matters. Household income must be at or below 185 percent of the federal poverty level. Families already receiving SNAP, Medicaid, or TANF often automatically qualify.

Benefits are delivered through an EBT card, which works like a debit card at checkout. WIC does not provide cash payments, but offers a set monthly value of food benefits. Average benefits vary by state but are typically around $50 to $125 per person per month.

The USDA says the federal baseline amounts include about $26 for children, $47 for pregnant/postpartum participants, and $52 for breastfeeding participants in fruit and vegetable benefits alone.

Those food supports can include milk. eggs. cheese. and yogurt; whole grains and cereal; fruits and vegetables; and infant formula and baby food. Alongside nutrition counseling and breastfeeding support. WIC benefits come with a network of referrals meant to connect families to health care and other services.

Ryan described the larger cost of skipping WIC in blunt terms: “Every $1 spent on WIC saves two and a half dollars in medical, educational, and productivity costs down the line.” He added, “Skipping WIC doesn’t save money, it just moves the bill to the ER, the school system, and Medicaid.”

At grocery stores, WIC can be used at authorized retailers. Major chains accepting WIC include Walmart, Target, Kroger, and Publix. Discount stores such as Aldi and Dollar General are also listed, along with local grocery stores and neighborhood markets. Some pharmacies and farmers markets may accept WIC as well. Most states offer a store locator tool or mobile app to find approved retailers nearby.

Drew Powers, founder of Illinois-based Powers Financial Group, pointed to the practical friction families face even when benefits are available. “WIC also carries some structural and societal baggage,” Powers said. He noted that the qualification process requires an application and interview. which can be hard to schedule for a working mother with limited time off. He also said using WIC at the checkout line is still stigmatized.

The application process is typically straightforward. Applicants can apply online or by phone through their state WIC office. schedule an appointment at a local clinic. and bring documentation such as income. ID. and address. If approved, benefits are issued on an EBT card after a short health screening and nutrition assessment. Many states now allow initial steps to be completed online.

Federal and state agencies are working to boost participation, including expanding online enrollment and modernizing shopping options such as mobile apps and online purchasing. For families with children under 5, experts say it is worth checking eligibility.

Alex Beene, a financial literacy instructor for the University of Tennessee at Martin, said, “The impact is significant because WIC provides nutrition support, breastfeeding help, screenings, and referrals tied to healthier pregnancies and young children.”

The enrollment numbers suggest a clear problem: WIC exists. eligibility criteria are defined. and benefits are available through an EBT card. Yet in 2023. only about 6.6 million people were enrolled on average each month out of roughly 11.8 million eligible—meaning many families with young children may still be walking past support that could make a measurable difference in day-to-day nutrition and long-term health.

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