Toddler milk is an ultra-processed beverage consisting primarily of powdered milk, caloric sweeteners, and vegetable oil. Pediatric health authorities do not support the use of toddler milk, and emerging evidence suggests that toddler-milk marketing practices may mislead consumers. However, studies have not synthesized the extent of toddler-milk marketing practices or how these practices affect parents’ decisions about whether to serve toddler milk. This review aimed to summarize the literature about toddler milk to identify what is known about: (1) parents’ toddler-milk purchasing and feeding behaviors, (2) toddler-milk marketing, and (3) how marketing practices influence parents’ beliefs and perceptions about toddler milk. Five types of findings emerged: (1) consumption and feeding behaviors, (2) demographic correlates of toddler-milk purchasing and consumption, (3) misperceptions and beliefs, (4) increased sales, and (5) increased marketing and responses to marketing. The included articles suggested that toddler-milk sales are growing rapidly worldwide. Findings also revealed that toddler-milk packages (eg, labels, branding) resemble infant formula packages and that toddler-milk marketing practices may indirectly advertise infant formula. Purchasing, serving, and consumption of toddler milk were higher in Black and Hispanic populations than in non-Hispanic White populations, and parents with higher educational attainment and income were more likely to offer toddler milk to their children. Findings suggest a need for policies to prevent cross-marketing of toddler milk and infant formula, reduce provision of toddler milk to infants and toddlers, and prevent caregivers from being misled about toddler-milk healthfulness.
Published: May 2023
Journal: Nutrition Reviews
Authors: Richter APC, Grummon AH, Falbe J, Taillie LS, Wallace DD, Lazard AJ, Golden SD, Conklin JL, Hall MG
Focus Areas: Beverages, Early Childhood, Food Marketing
Keyword: Equity and disparities
Resource Type: Journal Article
Related Research
July 2024
Shared Perceptions on Upstream Factors that Influence Water and Sugar-Sweetened Beverage Consumption Among Hispanic Families in the Greater Washington, DC, Metro Area: Qualitative Results From Focus Group Discussions
The study aimed to describe how Hispanic parents currently living in the greater Washington, DC, metro area and born outside of the United States, perceived upstream factors that influenced their current beverage choice. Six qualitative focus groups were conducted in Spanish in 2021. The five key findings were: Growing up (in their countries of origin MoreJune 2024
CACFP Family Childcare Home Sponsor Perspectives – Serious Deficiency Challenges
The federal Child and Adult Care Food Program, commonly known as CACFP, ensures over 4.2 million children, mostly in families with low income, receive nutritious meals and snacks in childcare. However, not all qualifying childcare providers participate in this beneficial program. Research suggests that the serious deficiency process, designed to ensure program integrity, may hinder MoreApril 2024