Grocery store trips can be challenging, especially when considering what a little one is willing to eat. After perusing an aisle for a few minutes, a parent may come across a box of little fruit pouches – easy and convenient, especially for on-the-go parents. The pouch itself is rich with shades of green, scattered with images of juicy red apples, and the face of a happy baby smiles up at them. It’s easy to think, this is healthy, this is what healthy looks like, and place the box of fruit pouches in the grocery cart.

Not so fast.

The underbelly of the baby food business is simply not as squeaky clean as we would like it to be, and with massive growth well on the horizon, never before has there been such a need to reassess our purchasing decisions and think about how they impact the health of children.

History Behind the Growth

A recent article in STAT reported that the global market for baby and toddler food has grown substantially, from $33.2 billion in 2010 to a whopping $67.9 billion in 2022.1 Further research shows that the U.S. baby food and infant formula market is expected to grow to $14.72 billion by 2033 from $9.3 billion in 2024 at a CAGR of 5.23% between 2025 and 2033.2

Let’s go back in time to 1981, when the World Health Organization (WHO) created the International Code of Marketing of Breast-Milk Substitutes to restrict the marketing of breastmilk substitutes.3 These restrictions, however, were not as stringent on other beverages and toddler foods which have caused formula manufacturers to broaden their offerings to include ultra-processed baby foods.4

Over time, the increase in consumption indicates a major shift in the infant and toddler food markets – what had previously been more focused on minimally-processed food has now crossed into more ultra-processing, which in tow comes with very concerning health risks.5

Even Little Ones Can’t Shake Sugar

It’s important to note that a significant factor in this shift involves added sugar in baby foods, which is a major cause of health issues like obesity, diabetes, heart disease and various cancers.6 WHO recommends that children reduce their daily consumption of free sugars (such as glucose and fructose) and disaccharides (such as sucrose or table sugar) that are added by manufacturers or naturally present to less than 10%.7 What’s more, to reduce it below 5%, or 6 teaspoons daily, would deliver added health benefits.

Serious Health Consequences

It’s no secret that ultra-processed foods contain higher levels of salt, sugar, fat and additives, not to mention lacking in serious vitamins and minerals, which include:8

  • Protein
  • Zinc
  • Magnesium
  • Vitamins A, C, D, E, B12
  • Niacin

The resulting health issues are very concerning, as previously described, along with the potential to suffer the negative effects on the development of gut microbiota.9

Master Marketers… and Manipulators

Big brands misleading parents around the nutritional value of their foods is a complete understatement. In fact, a testing of 18 pouches of six major baby food brands – Ella’s Kitchen, Heinz, Piccolo, Little Freddie, Aldi and Lidl – revealed that that they fully failed to meet the nutritional needs required for the health of babies.10 In fact, these pouches were very low in vitamin C and iron, with some pouches containing more sugar than any one-year-old should have in a single day.11

What’s more, research conducted by the Food for Health Alliance showed that various pre-made baby and toddler food items can carry up to 20 marketing claims created to trick consumers into believing certain products are actually healthy.12 The research also showed that 72% of packaged foods manufactured for little ones do not meet all nutrition standards for sugar, sodium, fat, energy and more laid out by the WHO’s Europe office.13

Your Next Shopping Trip

Luckily, dedicated research efforts are continuing, with more and more information about the true state of baby and toddler food coming to light. It’s important to keep an eye on these developments to ensure that you are as educated as possible about what is on grocery shelves. Hopefully, as we tear down harmful marketing ploys and better understand how these foods negatively affect overall health – both in the immediate and in the future – new regulations will be developed so brands can become friends vs. foes.

So, parents, next time you’re at the grocery store, take a step back and review all the nutritional information on the food items you are considering for your baby or toddler (with sugar a standout item in the nutritional panel). Your little one’s health – and sweet smile – will be the ultimate reward.

NutriFusion

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References

  1. How ultra-processed foods captured the baby and toddler market. STAT website. https://www.statnews.com/2025/02/26/ultra-processed-foods-how-they-dominate-baby-food-market-health-questions-raised/ February 26, 2025.
  2. United States Baby Food and Infant Formula Market Growth Trends Report 2025-2033: Increase in Awareness, Expanding Retail and E-Commerce Channels, High Competition and Pricing Pressure. GlobeNewswire website. https://www.globenewswire.com/news-release/2025/04/02/3054400/28124/en/United-States-Baby-Food-and-Infant-Formula-Market-Growth-Trends-Report-2025-2033-Increase-in-Awareness-Expanding-Retail-and-E-Commerce-Channels-High-Competition-and-Pricing-Pressur.html April 2, 2025.
  3. Ultra-processed food for infants and toddlers; dynamics of supply and demand. National Library of Medicine website. https://pmc.ncbi.nlm.nih.gov/articles/PMC10140693/ April 6, 2023.
  4. Ultra-processed food for infants and toddlers; dynamics of supply and demand. National Library of Medicine website. https://pmc.ncbi.nlm.nih.gov/articles/PMC10140693/ April 6, 2023.
  5. Ultra-processed food for infants and toddlers; dynamics of supply and demand. National Library of Medicine website. https://pmc.ncbi.nlm.nih.gov/articles/PMC10140693/ April 6, 2023.
  6. Ultra-processed food for infants and toddlers; dynamics of supply and demand. National Library of Medicine website. https://pmc.ncbi.nlm.nih.gov/articles/PMC10140693/ April 6, 2023.
  7. WHO calls on countries to reduce sugars intake among adults and children. WHO website. https://www.who.int/news/item/04-03-2015-who-calls-on-countries-to-reduce-sugars-intake-among-adults-and-children/ March 4, 2015.
  8. Nearly a third of baby foods sold in UK are ultra-processed, research finds. https://www.theguardian.com/society/2023/jun/08/ultra-processed-food-baby-toddler-health-risks-report June 8, 2023.
  9. Nearly a third of baby foods sold in UK are ultra-processed, research finds. https://www.theguardian.com/society/2023/jun/08/ultra-processed-food-baby-toddler-health-risks-report June 8, 2023.
  10. Parents ‘misled’ by baby food marketing as testing reveals they fail to reach nutrition needs. Yahoo! New website. https://uk.news.yahoo.com/parents-misled-baby-food-marketing-221900084.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAALJ_8E33ijburhYHYxOVt-ZvDiwB12bmHGIx3S8RPoSxctMJ2xKJpa7p1MpFa4uoCYgk9hRzhTX-wNv9S2yOv61vYNykaQ8vMWkEBQ6XN9rALGobzY055DJq2ZewPjog-34WoLd__5LMC88MAzyUpEPIz-8ysxus45rK-WzXHLBO April 28, 2025.
  11. Parents ‘misled’ by baby food marketing as testing reveals they fail to reach nutrition needs. Yahoo! New website. https://uk.news.yahoo.com/parents-misled-baby-food-marketing-221900084.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAALJ_8E33ijburhYHYxOVt-ZvDiwB12bmHGIx3S8RPoSxctMJ2xKJpa7p1MpFa4uoCYgk9hRzhTX-wNv9S2yOv61vYNykaQ8vMWkEBQ6XN9rALGobzY055DJq2ZewPjog-34WoLd__5LMC88MAzyUpEPIz-8ysxus45rK-WzXHLBO April 28, 2025.
  12. Excessive marketing claims on baby and toddler foods hide unhealthy truth. Food for Health Alliance website. https://www.foodforhealthalliance.org.au/media-news/media-release/2023/excessive-marketing-claims-on-baby-and-toddler-foods-hide-unhealthy-truth.html October 16, 2023.
  13. Excessive marketing claims on baby and toddler foods hide unhealthy truth. Food for Health Alliance website. https://www.foodforhealthalliance.org.au/media-news/media-release/2023/excessive-marketing-claims-on-baby-and-toddler-foods-hide-unhealthy-truth.html October 16, 2023.