Parents should take caution the next time they step down the baby food aisle. A new study shows two-thirds of baby foods in U.S. grocery stores are unhealthy.
A staggering 60% of infant and toddler foods fail to meet nutritional recommendations set by World Health Organization (WHO) guidelines, according to new research published in the journal Nutrients. Additionally, almost none of the foods met WHO standards for advertising, which include clear labeling of ingredients and accurate health claims.
"Time-poor parents are increasingly choosing convenience foods, unaware that many of these products lack key nutrients needed for their child's development and tricked into believing they are healthier than they really are," Dr. Elizabeth Dunford, one of the study's authors, said in a statement.
For the study, researchers at The George Institute for Global Health assessed data on 651 infant and toddler food products sold in the top ten U.S. grocery chains.
Among all products, 70% failed to meet WHO guidance on protein requirements, 25% did not meet calorie requirements and 44% exceeded total sugar requirements. One in five products also exceeded recommended sodium limits.
Researchers found that baby food pouches are the fastest growing products in the sector, with a 900% increase in sales over the last 13 years. Concerningly, pouches ranked among the unhealthiest products assessed, with fewer than 7% meeting total sugar recommendations.
The study also revealed the extent of misleading marketing practices, with almost all (99.4%) products featuring at least one prohibited claim on their packaging. On average, products displayed four prohibited claims, with some displaying as many as 11, according to the study. Common claims included "non genetically modified" (70%), "organic" (59%), "no BPA" (37%), and "no artificial colors/flavors" (25%).
Co-author Dr. Daisy Coyle, research fellow and dietitian at The George Institute, said claims like these create a so-called "health halo" around these products.
"The lack of regulation in this area leaves the door wide open for the food industry to deceive busy parents," she said.
"We saw this not only in the use of misleading claims but also in the use of misleading names, where the product name did not reflect the main ingredients found on the ingredient list," Coyle added. "For example, snack and finger foods often referred to fruit or vegetables in the product name, despite primarily being made of flour or other starches."
Researchers say the findings highlight the urgent need for better regulation and guidance in the infant and toddler foods market.