Supermarket Promotions for Infant and Toddler Foods Do Not Align with Dietary Recommendations
Research finds that supermarket promotions of baby and toddler foods often promote products that do not align with national dietary guidelines, raising concerns about early childhood nutrition and marketing practices.
A comprehensive study led by Monash University has revealed that supermarket promotions for baby and toddler foods often promote products that do not meet the nutritional guidelines set for early childhood nutrition. The research focused on Australian supermarket catalogs, analyzing over 2,200 pages from four major chains over a 12-week period in 2023. The findings showed that many advertised products, such as fruit purees, snacks, and confectionery, are marketed heavily through price discounts and health-related claims despite their questionable nutritional value.
Interestingly, nearly 75% of the promoted foods were targeted at infants under 12 months, with more than a quarter aimed at toddlers aged 12 to 36 months. Packaging trends revealed that about half of these products were sold in pouches, which are often soft and dissolvable, potentially affecting the development of healthy eating behaviors.
The study highlights that most promotions focus on price and health messaging, which can be misleading, as many products do not adhere to the national guidelines that recommend introducing nutritious, iron-rich foods from around 6 months and transitioning to family foods by 12 months. This discrepancy raises concerns about the nutritional quality of foods marketed to young children.
Previous data indicates that Australian children aged 2-3 years frequently do not meet recommended fruit and vegetable intake, with a significant portion consuming unhealthy snacks and sugary drinks, contributing to excessive discretionary calorie intake. Dr. Alexandra Chung emphasized that these promotional strategies can mislead caregivers, promoting less healthy options over recommended nutritious foods.
The study underscores the urgent need to regulate how infant and toddler foods are marketed in supermarket catalogs, aiming to promote healthier eating habits and better align marketing practices with dietary guidelines. Efforts to reduce the promotion of unhealthy packaged foods can play a vital role in supporting optimal growth and development in early childhood.
Source: https://medicalxpress.com/news/2025-08-supermarket-baby-toddler-foods-misaligned.html
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