Past research has demonstrated that parenting style is related to children's health and eating patterns, and that parenting can vary across time and context. However, there is little evidence about similarities and differences between general, self-reported parenting style and observed parenting during grocery shopping. The goals of this study were to investigate links between general parenting style, parental warmth and limit setting (important dimensions of parenting style) during grocery shopping, and the healthfulness of foods chosen. Participants were 153 parent (88 mothers)- child (6-9 years old) dyads. Dyads were brought to a laboratory set up like a grocery store aisle and asked to choose two items from each of three categories (cookies/crackers, cereals, chips/snacks). Parents were observed in terms of warmth, responsiveness, autonomy granting, and limit setting; children were observed in terms of resistance and negotiation. Parents reported behaviors related to general parenting. Regression analyses were used to test study hypotheses. Observed parental limit setting was related to general parenting style; observed warmth was not. Observed limit setting (but not observed warmth or self-reported parenting style) was related to the healthfulness of food choices. Limit setting appears to be the dimension of parenting style that is expressed during grocery shopping, and that promotes healthier food choices. Implications are discussed regarding consistencies in parenting style across situations as well as contributions of parenting style to the development of children's healthy eating. Published by Elsevier Ltd.