Baby & Toddler Food in Australia’s Supermarkets: What Parents Need to Know

Have you ever walked through the baby or toddler food aisle at your local grocery store and found it stressful to choose healthy options? You are not alone, and here is why this is happening.

An alarming number of baby and toddler food products sold in Australian supermarkets fail to meet international nutritional standards, despite being heavily marketed to parents with seemingly healthy claims.

Most Baby & Toddler Foods Fail to Meet WHO Guidelines

A recent study conducted in 2022 evaluated the nutritional quality and marketing practices of infant and toddler foods (targeted at ages 6 to 36 months) available in major Australian supermarket chains.

The findings were published in 2024 by Dunford and they are concerning:

• Out of 309 products analysed, 78% did not meet the World Health Organisation’s (WHO) nutritional guidelines
  
• 0% met the promotional requirements established by the WHO
  
• Every product had at least one claim on the packaging that would be prohibited under WHO standards
  
• Some products featured as many as 21 misleading marketing claims on their labels
  

These findings highlight the urgent need for stronger food labelling regulations in Australia, particularly for baby and toddler foods, where early nutrition is critical.

Pouches Were the Worst Offenders for Misleading Claims

Among all packaging types, squeeze pouches had the highest number of prohibited claims. These often target busy parents by promoting:

• Organic ingredients
  
• Smooth textures
  
• Convenience
  
• Appealing flavours
  

While these claims might appear helpful, they often distract from poor nutritional content, potentially misleading parents into believing these foods are healthier than they really are.

For example, a product might say “made with organic fruit puree” while being very high in sugar and lacking essential nutrients that developing babies need.

Need help reading food labels or planning meals? Explore our Nutrition Education & Workshops for expert dietitian advice.

When Should Babies Start Eating Solid Foods?

Babies should be exclusively breastfed for the first six months, followed by the introduction of nutritionally adequate solid foods, while continuing breastfeeding for up to two years or beyond.

However, Australian research suggests many infants begin eating commercially prepared foods as early as 4 to 6 months, earlier than recommended by the WHO.

This early introduction often involves highly processed, sweetened, and salty foods, many of which are marketed as “healthy” or “natural.”

Why Early Dietary Habits Matter So Much

Infants and toddlers are naturally drawn to sweet and salty tastes, making them more likely to accept packaged, highly palatable foods over less sweet but more nutrient-dense options like vegetables.

This matters because:

• Food preferences and eating habits are established by age 2
  
• These habits tend to persist throughout childhood and into adulthood
  
• Unhealthy early food exposure can increase the risk of obesity, metabolic conditions, and poor health outcomes later in life
  

This evidence further demonstrates the importance of providing infants with whole, minimally processed, and nutritionally appropriate foods from the beginning.

Time for Stricter Labelling Regulations in Australia

The study findings signal a pressing need for:

• Government-led reforms in food labelling standards for baby and toddler products
  
• Restrictions on the number and type of marketing claims permitted on baby food packaging
  
• Clearer communication to help parents and carers make informed choices at the supermarket
  

Currently, deceptive and unregulated marketing claims can easily influence caregivers, steering them toward choices that do not support long-term health for their child.

Need Help Choosing Healthy Baby & Toddler Food?

If you are finding it difficult to choose healthy products for your infant or toddler in supermarkets, you are not alone. Many parents feel confused by contradictory labels and marketing language.

We encourage you to speak to a qualified dietitian who understands infant nutrition. At Holistic ME, our Nutrition Education & Workshops are here to support you with:

• Interpreting confusing food labels
  
• Creating healthy meal plans for babies and toddlers
  
• Understanding how to balance convenience and nutrition
  

Book a consultation with a dietitian or visit our NDIS Services page to learn more about our support for families.