Snack foods for babies: What is driving the increasing use of processed baby snack foods in the UK?

Snacks play an important role in children's overall diet quality and calorie consumption. The early years (0–2 years old) is a critical time for establishing healthy eating habits as food preferences and eating patterns formed in this period tend to track into later life. This study aimed to identify drivers of using processed baby snack foods. A mixed methods study was conducted in 2022 in the UK with parents and primary caregivers of children aged 6–23 months. It comprised a national online survey (n = 1237) and five focus groups (n = 22) in London. Over 87 % of survey participants gave their babies and toddlers processed baby snack foods on a regular basis as a snack between meals. Nearly 64 % of infants were 6–11 months old when first given these products and 30 % were under 6 months. Under 14 % of participants correctly identified 12 months as the minimum recommended age to introduce snacks, with 72 % believing it to be younger. Focus group findings reinforced the normalisation and pervasiveness of processed baby snack foods. Chosen for their convenience, these products were frequently used in non-nutritive roles, to quieten or entertain young ones. Brand communications and on-pack claims played a key role in guiding parents' product choices. Greater transparency and regulation of on-pack marketing, ensuring messaging aligns with public health advice, could help parents make healthier food choices for their babies and toddlers. Highlighting the risks of habituating babies to snacking in response to non-hunger cues could also support healthier snacking behaviour.