Parents shopping for toddler food often assume that products specifically marketed for young children are healthier than standard grocery items. Bright packaging featuring smiling children and fruit imagery suggests these foods have passed a higher nutritional bar. However, a new study suggests this assumption deserves a second look.
Researchers led by Erin A. Hudson, an American Society for Nutrition Science Policy Fellow and PhD candidate at The University of Texas at Austin, and senior author Marissa Burgermaster, an assistant professor of nutritional sciences there, visited 21 grocery stores in Austin, Texas. They photographed every packaged food marketed for children between 6 and 36 months of age, excluding instant formulas, beverages, and first-food purees to focus specifically on toddler items.
The team evaluated 2,783 foods in total, examining nutrition labels, ingredient lists, and the degree of processing. They used the NOVA food classification system, which groups foods based on the extent of industrial processing. Foods with multiple steps and ingredients rarely found in home kitchens, such as emulsifiers and flavorings, are classified as ultraprocessed. Over 80 percent of the products fell into this category.
The researchers also compared each food with the WHO Nutrition and Promotion Profile Model, which outlines recommended nutrient levels for commercial foods marketed to young children. Nearly half of all products failed to meet at least one of those standards. Some specific categories stood out. Seventeen percent of products exceeded recommended sugar levels, while one-quarter contained too much sodium. Eleven percent surpassed recommended fat levels, and 12 percent exceeded recommended calorie density.
The list of products identified included fruit pouches and oat bars high in sugar, ready-to-eat macaroni and cheese, turkey sticks high in sodium and fat, and peanut butter puffs that were high in sodium, fat, and calories. The findings matter because eating habits begin developing remarkably early in life. Foods eaten during the toddler years help shape children’s taste preferences and dietary patterns, which often continue into later childhood.
Parents shouldn’t assume that products marketed for toddlers have already met rigorous nutritional standards. Hudson said in a press release that “many parents may assume that products sold on the baby/toddler food aisles of their grocery stores have to meet certain nutrient standards. Our findings highlight that half of the toddler foods available in local grocery stores do not.” As a result, parents have to be vigilant in checking labels and ingredients to determine the nutrient content and processing level of products for their toddlers.
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The findings come as federal officials consider new front-of-package nutrition labeling and updated rules governing health claims on food packaging. Currently, the United States does not require warning labels on foods marketed for young children that are high in sugar, sodium, or calories.
While policymakers debate those changes, parents can take a few practical steps now. Nutrition experts recommend looking beyond the colorful packaging to read the ingredient list and paying attention to the nutrition label. It is also helpful to compare products for added sugar and sodium.
Once children are old enough to safely chew a variety of foods, many experts recommend serving them “real” food—versions of the same nutritious meals the rest of the family enjoys—rather than relying on packaged toddler foods. The study also notes that ultraprocessed foods were significantly more likely than less-processed foods to contain excessive amounts of sugar. The researchers hope their findings encourage food manufacturers to improve the nutritional quality of toddler foods.
The research was presented at the American Society for Nutrition’s NUTRITION 2026 Conference and has not yet been published in a peer-reviewed journal.
Experts warn that excessive screen time may negatively impact a child’s ability to focus and learn. Phones linked to declining reading ability in children, which can further complicate the development of healthy eating habits.
