The Current State of Baby and Toddler Food Marketing

Last week, the UConn Rudd Center for Food Policy and Obesity published its Baby Food FACTS (Food Advertising to Children and Teens Score) report, which examines the nutrition and marketing of baby and toddler food and drinks.

Executive summary highlights:

• “We used a variety of data sources and methods to provide a comprehensive analysis of food and drink products marketed for babies and toddlers in the United States. Through publicly available data, we document and evaluate the nutrient content of baby and toddler food, infant formula, toddler milk, and nutritional supplements for children under age 3 and the marketing practices used to promote these products.”

• “In 2015, advertising spending for baby and toddler food, infant formula, toddler milk, and one nutritional supplement brand aimed at young children totaled $77 million in all media, primarily TV and magazines. Just eight brands from three companies were responsible for 99% of advertising spending and all TV advertising exposure for their respective categories in 2015.”

• “We found many examples of marketing messages that imply that commercially prepared baby and toddler food, infant formula, toddler milk, and nutritional
  supplements are nutritionally superior and/or provide developmental advantages compared with breastmilk or whole milk and table food for toddlers.”

• “Common marketing themes also presented commercial products as a “solution” to normal stages of children’s development, such as crying and not sleeping through the night for babies or picky eating for toddlers.”

• “Furthermore, this marketing often promoted products that experts do not recommend serving to young children – including nutritionally poor snacks, toddler milk, and energy-dense nutritional supplements – and implied that these products are beneficial for most young children. Many do not support the development of adequate dietary behaviors, acceptance of the family’s diet, and healthy food preferences, particularly fruits and vegetables.”

• “The United States could follow the lead of 135 other countries and the U.S. Congress could pass laws consistent with WHO guidance to address aggressive promotion of breastmilk substitutes. Provisions in the original WHO Code and the recent WHO Guidance would curtail all marketing for infant formula, toddler milk, and baby food for children under 6 months.”

• “The United States Department of Agriculture (USDA) could use WIC’s considerable purchasing power and leverage to require WIC suppliers to create infant formula labels free from unnecessary marketing messages and refrain from other questionable marketing practices.”

• “Healthcare providers serving Hispanic communities in particular should be aware of the extensive marketing for toddler milk and nutritional supplement brands aimed at Hispanic mothers.”