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Peer-reviewedCC BY 4.0Nutrients

Countering Sweet Deception: A Field Experiment Testing the Impact of Added Sugar Warning Labels on Parental Perceptions and Purchasing Preferences for Commercial Infant and Toddler Foods

  • Helen G. Dixon1,2
  • Maree Scully1
  • Mamaru A. Awoke1
  • Andrea Schmidtke3
  • Jennifer McCann4
  • Ashleigh Haynes1,2
  • Mihiri Silva5,6,7
  • Jane Martin3
  • Alison McAleese8
  • Bridget Kelly9
9 affiliations
  1. 1Centre for Behavioural Research in Cancer, Cancer Council Victoria, East Melbourne, VIC 3002, Australia
  2. 2Melbourne School of Psychological Sciences, Faculty of Medicine, Dentistry and Health Sciences, The University of Melbourne, Parkville, VIC 3052, Australia
  3. 3Food for Health Alliance, East Melbourne, VIC 3002, Australia
  4. 4Institute for Physical Activity and Nutrition (IPAN), School of Exercise and Nutrition Sciences, Deakin University, Burwood, VIC 3125, Australia
  5. 5Inflammatory Origins, Murdoch Children’s Research Institute, Parkville, VIC 3052, Australia
  6. 6Melbourne Dental School, Faculty of Medicine, Dentistry and Health Sciences, The University of Melbourne, Parkville, VIC 3052, Australia
  7. 7The Royal Children’s Hospital Melbourne, Parkville, VIC 3052, Australia
  8. 8Alison McAleese Consulting, Melbourne, VIC 3000, Australia
  9. 9Early Start, School of Medical, Indigenous and Health Sciences, Faculty of Science, Medicine and Health, University of Wollongong, Wollongong, NSW 2500, Australia
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Abstract

Background/Objectives: Commercially produced infant and toddler foods (CITFs) often contain high levels of added sugars, which can contribute to tooth decay, a preference for sweet foods, and long-term health risks. Warning labels (WLs) signposting added sugar may help parents to evaluate CITFs and choose healthier options for their children. This study examined the effects of added sugar WLs on parents’ selection and perception of CITFs. Methods: In a between-subjects field experiment, 533 Australian parents were allocated to either an infant or toddler food arm based on their youngest child’s age, then randomly assigned to a control (no WL) or intervention (WL) condition. Participants viewed three sets of four CITFs (two with added sugars and two without) and selected the product they would be most likely to purchase for their child. Outcomes included product choices, purchase intentions, perceived added and total sugar content, and perceived healthiness. Results: Parents exposed to WLs were significantly less likely to choose CITFs with added sugar than those in the control condition (27% vs. 43%, p < 0.001). WLs also reduced purchase intentions (M = 2.83 vs. M = 3.28, p = 0.011) and perceived healthiness (M = 2.90 vs. 3.29; p = 0.001) of CITFs with added sugar, increased accurate identification of CITFs containing added sugar (89% vs. 61%; p < 0.001) and increased perceived total sugar content (M = 4.88 vs. M = 4.30, p < 0.001). Conclusions: In this experimental study, added sugar WLs improved parents’ understanding of added sugar content and reduced selection of, and purchase intentions for, CITFs with added sugar, suggesting they may be an effective strategy to support healthier food choices for young children.

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Cite

BibTeXRIS
BibTeX
@article{dixon2026countering,
  title = {{Countering Sweet Deception: A Field Experiment Testing the Impact of Added Sugar Warning Labels on Parental Perceptions and Purchasing Preferences for Commercial Infant and Toddler Foods}},
  author = {Helen G. Dixon and Maree Scully and Mamaru A. Awoke and Andrea Schmidtke and Jennifer McCann and Ashleigh Haynes and Mihiri Silva and Jane Martin and Alison McAleese and Bridget Kelly},
  journal = {Nutrients},
  year = {2026},
  month = nov,
  doi = {10.3390/nu18213673},
  url = {https://www.mdpi.com/2072-6643/18/21/3673},
  note = {CC BY 4.0},
}
RIS
TY  - JOUR
TI  - Countering Sweet Deception: A Field Experiment Testing the Impact of Added Sugar Warning Labels on Parental Perceptions and Purchasing Preferences for Commercial Infant and Toddler Foods
AU  - Helen G. Dixon
AU  - Maree Scully
AU  - Mamaru A. Awoke
AU  - Andrea Schmidtke
AU  - Jennifer McCann
AU  - Ashleigh Haynes
AU  - Mihiri Silva
AU  - Jane Martin
AU  - Alison McAleese
AU  - Bridget Kelly
PY  - 2026
DA  - 2026/11/05
JO  - Nutrients
DO  - 10.3390/nu18213673
UR  - https://www.mdpi.com/2072-6643/18/21/3673
AB  - Background/Objectives: Commercially produced infant and toddler foods (CITFs) often contain high levels of added sugars, which can contribute to tooth decay, a preference for sweet foods, and long-term health risks. Warning labels (WLs) signposting added sugar may help parents to evaluate CITFs and choose healthier options for their children. This study examined the effects of added sugar WLs on parents’ selection and perception of CITFs. Methods: In a between-subjects field experiment, 533 Australian parents were allocated to either an infant or toddler food arm based on their youngest child’s age, then randomly assigned to a control (no WL) or intervention (WL) condition. Participants viewed three sets of four CITFs (two with added sugars and two without) and selected the product they would be most likely to purchase for their child. Outcomes included product choices, purchase intentions, perceived added and total sugar content, and perceived healthiness. Results: Parents exposed to WLs were significantly less likely to choose CITFs with added sugar than those in the control condition (27% vs. 43%, p < 0.001). WLs also reduced purchase intentions (M = 2.83 vs. M = 3.28, p = 0.011) and perceived healthiness (M = 2.90 vs. 3.29; p = 0.001) of CITFs with added sugar, increased accurate identification of CITFs containing added sugar (89% vs. 61%; p < 0.001) and increased perceived total sugar content (M = 4.88 vs. M = 4.30, p < 0.001). Conclusions: In this experimental study, added sugar WLs improved parents’ understanding of added sugar content and reduced selection of, and purchase intentions for, CITFs with added sugar, suggesting they may be an effective strategy to support healthier food choices for young children.
SN  - 2072-6643
ER  -