May 22, 2023
Infant formula and toddler formula share shelf space.
Infant formula is an ultra-processed beverage consisting mostly of powdered milk, sugar, and vegetable oil. It is marketed as suitable for children aged 9 to 36 months and contains less protein and more sodium than cow's milk. The World Health Organization considers it unnecessary for infant development. The American Academy of Pediatrics calls this “potentially harmful.”
With these facts in mind, it may be surprising to learn that infant milk sales are growing rapidly around the world, especially in middle-income countries. Globally, infant formula accounts for 48% of total sales of all breast milk substitutes on the market.
The contrast between nutritional recommendations and increased sales caught the attention of researchers at the University of North Carolina at Chapel Hill.PhD student Anna Paula Richter is the lead author of a new paper published by the journal on May 19. nutrition reviewsanalyzed 45 articles about infant formula to better understand how products are marketed around the world.
This is the first review to synthesize existing scientific literature on the prevalence of infant formula use, reasons for use, and how marketing trends influence consumer beliefs.
Dr. Sherry Golden
Dr. Marissa Hall
Richter, who studies health behavior at the UNC Gillings School of Global Public Health and the Carolina Population Center, is joined by Gillings faculty members Shelley Golden, Marissa Hall, Lindsey Smith-Taley, Desira Wallace, and Gillings alumni. I am conducting research together with Anna Grammon. She is currently enrolled at Stanford University School of Medicine. Together with additional co-authors, they represent the fields of public health, nutrition, marketing, and pediatrics.
Many parents believe that infant formula is better than cow's milk
The study found that infant milk sales are primarily motivated by parents' desire to encourage their children to do their best for their health.
For example, one study of U.S. Latino parents found that the most common reasons for wanting to purchase infant formula included extra nutrients (72%) and support for growth (72%). 52%) and the recognition that it promotes brain development (41%). .
A second study found that most parents in the United States perceive infant formula to be as healthy (38%) or healthier (44%) as cow's milk. A third US study found that 60% of parents of children under three years of age reported that they believed infant formula provided nutrients that their children could not get from other foods and drinks.
“Our research shows that parents are purchasing infant formula because they believe it has nutritional benefits for their children,” Richter said. “This idea is not surprising given the prevalence of claims about the supposed benefits of infant dairy products. Unfortunately, these claims are generally not supported by science. .”
Parents often confuse infant formula with infant formula
Dr. Desira Wallace
Dr. Lindsey Smith-Taley
Researchers also found evidence that advertising and packaging for infant formula mimic infant formula products, making it difficult for consumers to distinguish between the two.
Multiple studies in the review suggest that this intentional cross-promotion has led some parents to believe that infant formula is a beneficial next step in weaning their children off formula. However, there is currently no evidence to support that claim. In fact, some parents considered infant formula to be a type of infant formula and were unable to differentiate between advertisements for the two products.
In reality, there are important nutritional differences between formula and infant formula, with infant formula generally containing higher amounts of sugar, fat, and sodium (which are particularly inappropriate for infants). is). Infant formula is also more expensive than infant formula and is less subject to regulatory oversight.
Confusing infant formula with infant formula is problematic, says Gramont. “Our research shows that the similarities in advertising and packaging for infant formula and infant formula are likely part of a strategy to circumvent laws regulating how companies advertise infant formula. It turns out.”
Sales of infant milk are increasing around the world
The 45 studies the researchers reviewed included information on the marketing of infant milk from 25 countries on six continents.
Reported infant milk intake rates varied widely depending on the location of each study. For example, one paper estimated that 11.7% of children with Chinese-born mothers had consumed infant formula, and another study found that 18-24.5-month-old infants living in urban areas in Malaysia 85.9% of respondents reported consuming infant formula. One sample found that 40% of U.S. parents with children ages 1 to 5 had given their children infant formula.
All reviewed studies that reported on sales noted that sales of infant formula have increased over time. A study found that sales of infant milk worldwide increased by 220% from 2005 to 2019.
“The increase in sales is very dramatic and highlights the need for continued research into the impact of infant milk consumption on children's nutritional outcomes,” Richter said.
Infant milk packaging is misleading
It's easy to see why parents are encountering compelling positive statements about the benefits of infant formula.
Seventeen of the studies reviewed analyzed the marketing of infant formula, with several reporting the frequent use of health claims along with images of happy babies in advertising and packaging strategies. . Some brands talk about how the product improves digestion or sleep problems in young children, acts as a “safety net” for picky eaters, or helps children become smarter and grow taller. It specifically mentions how it helps.
Taken together, these studies suggest that strategies to dominate unverified marketing claims are urgently needed.
Some countries may include requirements for infant milk products to display an added sugar warning label on the front of the package. In the United States, the Food and Drug Administration has the authority to provide guidance to food companies to ensure that labels are clear and accurate.
“Regulations could include guidelines on how companies should label infant formula to distinguish between infant formula and formula and to ensure advertising does not mislead parents. Yes,” Hall said. “For example, regulators could prohibit scientifically unfounded claims, which could prevent caregivers from being misled about the healthiness of infant formula.”
Other co-authors on the paper include Jennifer Falbe of the Department of Human Ecology at the University of California, Davis; Allison Lazard, UNC Hussman School of Journalism and Media. and Jamie Conklin of the UNC Health Sciences Library.
Please contact the UNC Gillings School of Global Public Health Communications Team at sphcomm@unc.edu.
