Researchers from fifteen nations have found that many advertised health benefits claimed by baby food manufacturers lack solid scientific backing. The study results were published in BMJ.
Marketing surrounding baby foods often suggests improvements in brain development, immune strength, and overall growth. Experts warn that such claims can influence parents to reduce exclusive breastfeeding or delay introducing solid foods, potentially impacting a child’s early nutrition.
To assess the truth behind these promises, the researchers examined the official claims on manufacturers’ websites and the packaging of formula intended for healthy infants. The scope covered fifteen countries spanning multiple continents, including Australia, Canada, Germany, India, Italy, Japan, Nigeria, Norway, Pakistan, Russia, Saudi Arabia, South Africa, Spain, the United Kingdom, and the United States, with data gathered during 2020 to 2022. Notably, professionals from Sechenov University contributed to the project alongside scientists from Imperial College London.
Among the most frequently cited ingredient groups in product formulations were long chain polyunsaturated fatty acids, found in nearly half of the formulas (about 46%). Prebiotics, probiotics, or synbiotics appeared in roughly 37% of products, while hydrolyzed protein was present in about one-fifth of the items examined.
The study revealed that only about a quarter (26%) of the products linked any of their promotional statements to research. More concerning, many cited sources were of limited quality or relied on animal studies, which do not prove benefits for human infants. Additionally, a large share of the research cited in marketing materials—88%—had funding connections to the formulators themselves.
Experts argue that current marketing norms for baby foods require immediate reform. They call for clearer evidence, standardized labeling, and stronger safeguards to protect parents from misleading claims while ensuring that marketing aligns with independent science and established health guidelines for early childhood nutrition.