Why do parents use packaged infant foods when starting complementary feeding? Findings from phase one of a longitudinal qualitative study

Abstract

Background The first 1000 days in a child’s life, from conception to age two, are a critical period for establishing a child’s health and development. One important element is the diet that children receive during this time. Dietary intake of infants in the UK has been shown to be high in sugar and salt, with overall energy intakes exceeding recommendations by the time they are two years of age. Commercial infant food, which forms approximately 40–60% of infants’ dietary intake, was identified in 2011 as the main contributor to sugar intake for infants aged 4–9 months in the United Kingdom. Further, evidence demonstrates inconsistencies between national recommendations on infant feeding and some of these products in terms of the type available, their nutritional value and product labelling and marketing. Given their role in infants’ diets, it is important to understand parental perceptions of these products and why they are chosen. Methods The study comprised the first phase of an in-depth, longitudinal qualitative study which explored parents’ experiences of introducing solid foods to their infants over the first year of feeding. 62 parents/ carers were recruited to this phase when their infants were four-six months old. Data collection involved semi-structured interviews and a photo-elicitation exercise. Data from interview transcripts which focused on the purchase and use of packaged purees and commercial snacks were analysed thematically. Results Parents/ carers drew on a range of reasons for buying both packaged purees and commercial snacks for their infants. These included anxiety over food preparation, food safety, convenience, cost effectiveness, the pull of brand eco-systems for packaged purees, and the way in which commercial snacks provide opportunities for safe development of motor skills, keep infants occupied, and allow them to take part in family rituals. Conclusion In considering the use of packaged products as a food source for infants in public health nutrition policy, it is important to understand the broad range of factors that shape parents decisions ranging from the way that products are advertised and perceived, to the non-nutritive roles that they play.

Survey of Emotional Themes Used in Marketing of Commercial Baby Foods in the UK—Implications for Nutrition Promotion in Early Childhood

“…Other promotional messages that idealise food products are featured to a lesser extent. An area of concern that has received little attention in the evidence about inappropriate commercial baby food marketing is the use of words and phrases that exploit parental anxieties and aspirations [ 30 , 38 ]. This is a similar tactic to those used by the formula milk industry.…”

“…This is important because parental choice in the purchasing and use of commercial baby foods is influenced by emotional traits, such as increased anxiety due to factors including food safety (e.g., fear of choking and gagging while self-feeding) and a lack of confidence during meal preparation. It has been argued that food companies use and reinforce these arguments via marketing [ 38 ]. We also hypothesise that sweet baby foods, which are predominant in the baby food market, are more likely to use emotional themes.…”

Benchmarking the nutrient composition and labelling practices of commercially produced ready‐to‐eat purées and meals for older infants and young children across seven Southeast Asian countries

“…Claims tend to emphasize the natural and organic nature of CPCF purées/meals, as well as the absence of artificial additions or other components often considered by consumers as less desirable, such as added sugar and salt. Products that include claims are likely to attract caregivers who perceive products as more healthy and nutritious, leading to the development of brand‐loyalty and idealisation of the product, while also implying superiority over other foods (Harris et al, 2011 ; Isaacs et al, 2022 ). A survey conducted by Public Health England found that parents assume nutrient claims ‘no added sugar or salt’ mean the product is healthy and appropriate for older IYC (Public Health England PHE, 2019 ).…”

“…CPCF purées/meals popularity may be attributed to their ease of storage, transport, and use on‐the‐go, making them a practical option for caregivers. According to a recent survey conducted in the United Kingdom, caregivers frequently opted for CPCF purées/meals for their convenience and also because they were perceived as healthy, safe and cost‐effective options for older IYC feeding (Isaacs et al, 2022 ). CPCF purées/meals are smoother in texture and their labels often display or state a range of foods such as vegetables, fruits, and meats—enabling the perception that they are both healthy and allow an introduction of a range of flavours to older IYC.…”

Prevalence of Front-of-Pack Warning Signs among Commercial Complementary Foods in Seven High and Upper Middle-Income Countries

“…The high consumption of CPCFs in high-income countries can be attributed to various factors. According to a study conducted in the UK, caregivers reported purchasing these products due to concerns over food preparation/food safety, convenience, affordability, and “the way in which commercial snacks provide opportunities for safe development of motor skills, keep infants occupied, and allow them to take part in family rituals” [ 15 ]. In the US, caregivers reported primarily purchasing CPCFs for health reasons, [ 16 ] while a study of Australian mothers found that some mothers considered CPCFs to be safer than homemade foods due to a lack of confidence in their ability to prepare foods correctly and the age recommendations on the packaging [ 17 ].…”