Four out of five foods marketed for toddlers in US grocery stores are ultra-processed, according to new research analyzing over 2,700 products. Nearly half of those items also failed to meet nutrition benchmarks set by the World Health Organization (WHO) for children aged 6 to 36 months, raising concerns about what parents actually find on store shelves.

What Does "Ultra-Processed" Actually Mean for Toddler Foods?

Ultra-processed foods are products that contain artificial ingredients not found in whole foods. These additives include preservatives to resist mold and bacteria, emulsifiers to keep incompatible ingredients from separating, artificial colorings and dyes, flavor enhancers, and added or altered sugars, salts, and fats designed to make food more appealing. The researchers used the NOVA classification system, which separates foods into four categories based on processing level, to identify which toddler products crossed into ultra-processed territory.

The study, presented at Nutrition 2026 by the American Society for Nutrition, examined 2,783 products photographed at 21 grocery stores in Austin, Texas. Researchers analyzed nutrition labels for sugar, salt, saturated and unsaturated fat, total calories, and additives. The findings paint a troubling picture of what parents encounter when shopping for their young children.

"Many parents may assume that products sold on the baby and 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," said Erin A. Hudson, lead author and science policy fellow with the American Society for Nutrition.

Erin A. Hudson, Science Policy Fellow, American Society for Nutrition

Which Nutrients Are Parents Missing?

The WHO recommends that commercial foods for toddlers should contain no added sugar, artificial sweeteners, or concentrated fruit juices, and should have limited saturated fats and sodium. However, the research found significant gaps across multiple nutritional categories:

• Sugar Content: 17% of products failed WHO-recommended sugar levels, and these sugar-heavy foods were four times as likely to be ultra-processed
• Sodium Levels: 25% of products exceeded recommended sodium limits, including items like ready-to-eat mac and cheese bowls and turkey sausages
• Fat Content: 11% failed for fat content, with some peanut butter puffs containing excessive sodium, fat, and calories
• Energy Density: 12% failed for calorie density, meaning they pack more calories than appropriate for toddler portions

Fruit pouches and oat bars emerged as particularly problematic, often containing hidden sugars despite marketing that suggests otherwise. A pouch labeled "100% fruit" can deliver a significant sugar hit, while snacks marketed as "perfect for little fingers" may be loaded with artificial ingredients and excessive salt.

Prior research published in January found that over 70% of 651 baby and toddler foods contained additives linked to inflammation and disruptions in the gut microbiome. The top ingredient in 71% of these baby foods wasn't a fruit or vegetable, but rather one or more additives.

How Are Toddlers' Diets Affected by Ultra-Processed Foods?

The problem extends beyond individual products. A National Health and Nutrition Examination Survey found that Americans aged one year and up got about 55% of their daily calories from ultra-processed foods between August 2021 and August 2023. Young Americans ages one to 18 consumed even more, with 61.9% of their calories coming from ultra-processed foods, compared to 53% for adults aged 19 and older.

In Canada, the situation is similarly concerning. Almost half (48%) of Canadian preschoolers' daily energy intake came from ultra-processed foods, according to a January 2025 study. A March 2026 Child Cohort Study found a link between ultra-processed food consumption in preschool years and behavioral issues in childhood. For every 10% rise in calories from ultra-processed foods, five-year-olds showed higher instances of "internalizing" behaviors like anxiety and fearfulness (44.6% increase), and "externalizing" behaviors including aggression and hyperactivity (39.6% increase).

"The problem isn't just what's in these high-sugar, high-salt ultra-processed foods, it's what they crowd out. A toddler who fills up on fruit snacks, sweetened yogurt, crackers and snack bars is likely to eat fewer whole grains, vegetables, beans and other healthier foods," said Jane Houlihan, research director for Healthy Babies Bright Futures.

Jane Houlihan, Research Director, Healthy Babies Bright Futures

The first 1,000 days of a child's life are vital for brain growth and development, according to the American Academy of Pediatrics. Early childhood is also when taste preferences are set for life. Eating too many overly sweet, highly processed foods during this critical window may lead children to prefer sugar and artificial flavors over natural, nutrient-dense foods in the years to come.

How to Read Labels and Choose Healthier Toddler Foods

• Check for Added Sugar: Look for "added sugar" on the nutrition label and put the food back on the shelf if you find it. Fruit juice concentrate is a red flag for hidden sugars, as it strips away everything except sugar and flavor, essentially creating a simple syrup
• Scan for Additives: Review the ingredients list for natural and artificial flavors, emulsifiers like xanthan gum and carrageenan, and other processing agents that signal ultra-processed foods
• Examine Sodium Content: Look at the "saturated" fats and sodium levels on the nutrition label, as these are common culprits in toddler snacks that appear healthy but aren't
• Prepare Foods at Home: When possible, prepare healthy foods at home instead of relying on store-bought options. Whole or diced fruit is preferable to pouches and purees, and pairing fruit and vegetables with protein and healthy fats like yogurt creates more balanced snacks
• Offer Variety: Serve lots of different fruits, vegetables, beans, healthy meats, and whole grains to establish diverse eating patterns early

"You can't assume foods marketed for toddlers are actually healthy. A pouch labeled '100% fruit' can deliver a big hit of sugar. A snack that's 'perfect for little fingers' can be loaded with artificial ingredients, too much salt, or industrial fatty acids," said Hudson.

Erin A. Hudson, Science Policy Fellow, American Society for Nutrition

Industry representatives argue that ultra-processed foods offer convenience and affordability for families with different dietary needs and budgets. However, experts emphasize that the burden currently falls on parents to decode nutrition labels and ingredient lists until stronger federal standards are established.

What Changes Are Coming to Food Labeling?

The US Food and Drug Administration (FDA) is considering new guidelines for front-of-package nutrition labels, healthy claims, and marketing of food products to children. The FDA proposed a rule in 2025 for a mandatory front-of-package labeling system that would rate foods as "low," "medium," or "high" in added sugars, sodium, and saturated fat. However, foods marketed to children under 4 would be exempt from that requirement, leaving toddler foods largely unregulated.

Currently, the US does not require warning labels on any food products that are high in sugar, sodium, or calories. This regulatory gap means parents have no standardized way to quickly identify problematic products while shopping.

In Canada, the market is shifting toward organic and health-focused options. A July 2025 Statistics Canada report states that the Canadian baby food market is projected to reach $967.7 million by 2029, with "natural, organic, and GMO-free claims" becoming increasingly important. However, the presence of organic labeling does not guarantee that a product meets nutritional standards or avoids ultra-processing.

"Parents don't have to be on the baby and toddler aisle at the store once their kid is able to chew. Kids can eat whatever healthy foods and snacks the family is eating, just chop or mash it up. Industry has marketed these toddler foods to make parents believe these foods were created for the health of toddlers, and it's just not true," said Marissa Burgermaster, assistant professor of nutritional sciences at the University of Texas at Austin.

Marissa Burgermaster, Assistant Professor of Nutritional Sciences, University of Texas at Austin

Until federal guidelines are developed and enforced, experts say the responsibility rests with parents to navigate the grocery store carefully. Reading nutrition labels, checking ingredient lists, and preparing more foods at home are the most effective strategies for reducing toddlers' exposure to ultra-processed foods and establishing healthy eating patterns that can last a lifetime.