‘Wake-up Call’: Australian Commercial Baby Food Industry Falls Short of Global Standards
Researchers have discovered that baby and toddler foods marketed in Australia do not meet international standards for nutrition and product promotion.
A recent report by the George Institute for Global Health Australia revealed that no commercially available Australian baby or toddler food meets global standards for nutrition or product promotion.
The findings from the report emphasized the need for urgent improvements in the nutritional quality of infant and toddler foods, especially in terms of sugar and energy content.
One notable issue highlighted in the report was the growing popularity of pouch packaging, with a 53% increase from 2012 to 2022. Baby food in pouches often contains high levels of sugar.
The report also raised concerns about potentially misleading claims on the packaging of baby and toddler foods.
Nutrition Model
In 2022, the World Health Organization (WHO) introduced the Nutrient and Promotion Profile Model (NPPM), which served as the basis for the findings in the George Institute for Global Health Australia report.
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The NPPM serves as a guideline for what is considered acceptable in commercial baby foods.
Out of the 309 Australian food products for children aged six to 36 months, 78% failed to meet nutritional requirements, and each product had at least one prohibited claim on its packaging compared to global standards.
Some products featured up to 21 different claims on their packaging, with food in pouches having the highest number of prohibited claims.
According to the WHO NPPM, marketing statements on baby foods that could be misleading include exaggerated claims like “delight for tiny tastebuds,” “picked at the peak of ripeness,” or promoting early introduction of solids before six months.
The WHO has raised concerns about the energy density, sugar content, and water content in many baby foods worldwide.
The NPPM advocates for improved nutritional content and clearer labeling.
Ongoing Concerns
Previous concerns about the quality of commercial baby food in Australia have been noted.
In 2023, research led by the Food for Health Alliance revealed that 72% of packaged Australian baby foods did not meet WHO standards for sugar, sweetness, sodium, fat, or energy.
The study also identified an average of eight misleading claims on packaging, with the potential for up to 20 claims on a single product.
The executive manager of the Food for Health Alliance, Jane Martin, pointed out a common marketing tactic of emphasizing one positive aspect of a product while overlooking other negative aspects.
For instance, a product may advertise as “no added sugar” but fail to disclose high sugar content.
“Ready-made foods for babies and toddlers should give them the best start in life, but the processed food industry plasters these ready-made products with claims like ‘no added sugar’ or ‘free from flavours and colours’ that confer a ‘healthy halo,’” Martin stated.
Government Crackdown
Responding to these concerns, the Australian federal government has initiated the consultation process on commercial baby food issues.
The government is seeking input from stakeholders and acknowledges the recent surge in the use of commercial baby foods, emphasizing the need for proper nutrition.
“The nutritional quality of most commercial foods for infants and young children does not support optimal growth and development for this age group,” the government stated.
They also expressed concerns about baby food texture impacting developmental feeding behaviors and deceptive product labeling.
The outcomes of the consultation will be presented to food ministers for further action.
