It is consumed by just over a third of Australian toddlers, with global sales reaching hundreds of millions of dollars.
Toddler milk consumption is on the rise. Representing nearly half of total formula milk sales, toddler milk has experienced a 200% growth since 2005, and this trend is expected to continue.
Concerns have been raised regarding the nutritional value, cost, marketing strategies of toddler milk, and its potential impact on the health and dietary habits of young children.
Questions remain about the specific contents of toddler milk, its comparison to cow’s milk, and the factors contributing to its increasing popularity.
What is toddler milk?
Toddler milk is marketed as a suitable beverage for children between one and three years of age. This highly processed food product is composed of
- skim milk powder (derived from cow, soy, or goat milk)
- vegetable oil
- sugars (including added sugars)
- emulsifiers (substances used to bind ingredients and enhance texture)
- added vitamins and minerals
Compared to regular cow’s milk, toddler milk is typically lower in calcium and protein while being higher in sugar and calories. In certain brands, a single serving of toddler milk may contain as much sugar as a soft drink.
Despite the inclusion of added vitamins and minerals, these nutrients are more readily found and absorbed from regular foods and breastmilk. For toddlers consuming a varied diet, the nutrient levels in these products are unnecessary.
Leading health organizations, such as the World Health Organization (WHO) and Australia’s National Health and Medical Research Council, do not endorse toddler milk for healthy children.
It is important to note that tailored alternatives to cow’s milk may be necessary for children with specific metabolic or dietary medical conditions. However, these products generally differ from toddler milk and should be prescribed by a healthcare professional.
Toddler milk is notably more expensive than regular cow’s milk, with “premium” varieties (containing higher levels of vitamins and minerals) commanding even higher prices. Given the current economic climate, this increased cost may force families to forgo other essential items to afford toddler milk.
How was toddler milk created?
The creation of toddler milk is often attributed to a strategy employed by infant formula companies to circumvent regulations prohibiting the advertising of their infant formula products.
When manufacturers promote the benefits of toddler milk, a phenomenon known as cross-promotion can occur. In this situation, many parents mistakenly assume that the claimed advantages of toddler milk also apply to infant formula. Consequently, marketing efforts for toddler milk indirectly contribute to increased interest in the company’s infant formula.
Furthermore, manufacturers frequently design toddler milk packaging to resemble their infant formula products, fostering brand loyalty and recognition. For parents who have used infant formula, toddler milk is often positioned as the subsequent step in their child’s nutritional progression.
Why people buy toddler milk?
The popularity of toddler milk is largely attributed to extensive marketing efforts. Parents are frequently informed that toddler milk is a nutritious beverage that supports their child’s growth, development, brain function, and immune system.
Additionally, toddler milk is often presented as a solution to picky eating habits, a common challenge during the toddler years. Nevertheless, consistent consumption of toddler milk paradoxically increase the likelihood of fussy eating behavior by limiting opportunities for toddlers to explore diverse food options. Furthermore, due to its sweet taste and lack of requirement for chewing, toddler milk can displace the energy and nutrients derived from whole foods.
Necessary Actions
The World Health Organization, in collaboration with public health experts, has expressed growing concerns regarding the marketing of toddler milk for an extended period.
In Australia, attempts to regulate the promotion of toddler milk have been unsuccessful. Toddler milk is classified as a food product that can be fortified with vitamins and minerals without any marketing restrictions. The Australian Competition & Consumer Commission has also voiced concerns about the increasing prevalence of toddler milk marketing. Despite these issues, regulatory measures for toddler milk remain unchanged.
This situation stands in stark contrast to the voluntary marketing restrictions imposed on infant formula in Australia.
Sufficient evidence exists to demonstrate that the marketing of commercial milk formula, including toddler milk, influences parental decisions and undermines child health.
Governments are urged to implement measures protecting parents from such marketing and prioritizing child health over commercial interests.
Public health authorities and advocates propose the restriction of marketing—not sales—of all formula products intended for infants and toddlers up to the age of three years. Mandatory, government-enforced marketing restrictions are considered ideal, in contrast to the current industry self-regulation applied to infant formulas.
By capitalizing on the time constraints faced by parents, formula manufacturers have created a demand for an unnecessary product, positioning it as a convenient nutritional solution for children.
Parents genuinely desire the best for their children, but they must be made aware of the misleading nature of toddler milk marketing.
Toddler milk is characterized as unnecessary, unhealthy, and overpriced. Toddlers’ nutritional needs can be adequately met through a diet consisting of whole foods, breastmilk, and/or cow’s milk or a non-dairy milk alternative.
