# Parents' Perceptions of Claims on Packaged Commercial Toddler Foods: A Qualitative Study

## TL;DR

Parents find health claims on toddler food packaging appealing but are skeptical, and they support stricter regulations to prevent misleading marketing.

## Contribution

This study reveals how health claims on commercial toddler foods influence parental perceptions and highlights support for regulatory reform.

## Key findings

- Parents find claims on commercial toddler foods appealing despite being skeptical about their accuracy.
- Parents support stricter regulations and transparent labeling of ingredients and sugar content in toddler foods.
- Visual features like cartoon characters on packaging strongly influence toddlers' perceptions of food.

## Abstract

Commercial toddler foods (CTFs) are widely used. Many are nutritionally poor despite displaying health, nutrition or marketing claims implying healthiness. This study aimed to: (i) explore how claims on CTFs influence parents' product perceptions and preferences, and gauge support for regulatory reform to ensure CTFs are marketed responsibly; (ii) identify other factors influencing parent's and toddlers' perceptions and preferences towards CTFs and toddler feeding in general.

Six moderator‐led online focus groups (N = 47) were conducted with parents of toddlers (aged 12 to < 36 months) in Victoria, Australia, using a discussion guide and mock CTFs to elicit discourse. Discussions were audio‐recorded, transcribed, and analysed using exploratory content and thematic analysis.

Parents found CTFs displaying claims more appealing, despite awareness and scepticism of claims. Parents expressed frustration over industry's use of claims and supported stronger regulation of claims. Some doubted the effectiveness of regulations, concerned that industry would find ways to circumvent rules. Parents perceive visual features (especially cartoon characters) on CTFs as highly influential for toddlers. Parents support honest labelling of CTFs, reflecting a product's actual ingredients and nutritional profile, especially signposting of sugar content. Parents evaluate CTFs based on perceived healthiness and convenience, often relying on social media and brand reputation for guidance on what to feed their toddlers.

While parents are aware of, and sceptical about claims on CTFs, these claims still influence their perceptions. Findings highlight the need for stronger regulations to ensure that claims on CTFs do not create inaccurate perceptions of their healthiness.

Commercial toddler foods (CTFs) are widely used. Many are nutritionally poor despite displaying health, nutrition or marketing claims implying healthiness. This study used focus groups with parents of toddlers in Victoria, Australia, to explore how claims on CTFs influence parents' product perceptions and preferences, and gauge support for regulatory reform to ensure CTFs are marketed responsibly; and identify other factors influencing parent's and toddler's perceptions and preferences towards CTFs and toddler feeding in general. While parents are aware of, and sceptical about claims on CTFs, these claims still influence their perceptions, and the findings highlight the need for stronger regulations to ensure that claims on CTFs do not create inaccurate perceptions of their healthiness.

Parents find claims on CTFs appealing and influential, notwithstanding awareness and scepticism of such claims.‘Free from “bad” ingredient’ claims (e.g., preservative‐free), which appeal to risk avoidance motivation, hold slightly greater appeal and influence on parents' product perceptions compared to other types of claims commonly featured on CTFs.Parents stressed the need for transparent and honest labelling of CTFs with regard to claims, as well as product names, ingredients lists and nutritional information.Many parents expressed strong concern about the sugar content in CTFs, supporting stricter limits and clearer signposting of sugar in CTFs to highlight potential harm.Many parents expressed strong support for stricter regulation of claims on CTFs to ensure that these products are marketed suitably and do not create inaccurate perceptions of product healthiness.

Parents find claims on CTFs appealing and influential, notwithstanding awareness and scepticism of such claims.

‘Free from “bad” ingredient’ claims (e.g., preservative‐free), which appeal to risk avoidance motivation, hold slightly greater appeal and influence on parents' product perceptions compared to other types of claims commonly featured on CTFs.

Parents stressed the need for transparent and honest labelling of CTFs with regard to claims, as well as product names, ingredients lists and nutritional information.

Many parents expressed strong concern about the sugar content in CTFs, supporting stricter limits and clearer signposting of sugar in CTFs to highlight potential harm.

Many parents expressed strong support for stricter regulation of claims on CTFs to ensure that these products are marketed suitably and do not create inaccurate perceptions of product healthiness.