The impact of toddler milk claims on beliefs and misperceptions: A randomized experiment with parents of young children.

Abstract

BACKGROUND\nToddler milk (i.e., a nutrient-fortified milk-based drink marketed for children ages 12-36 months) has been increasingly marketed in the United States with structure/function claims on product packaging that are potentially misleading.\n\n\nOBJECTIVE\nThis study examined how structure/function claims impact parents beliefs and perceptions about a toddler milk product.\n\n\nDESIGN\nThree-arm between subjects randomized experiment.\n\n\nPARTICIPANTS\nDiverse sample of 2,190 US parents of children ages 1-5 for an online survey.\n\n\nINTERVENTION\nParticipants were randomly assigned to view a toddler milk package with either an unrelated claim ( new and improved , control), a brain development claim (i.e., brain claim), or an immunity-related claim (i.e., immunity claim).\n\n\nMAIN OUTCOME MEASURES\nOutcomes included perceptions, intentions, and beliefs about the toddler milk product.\n\n\nSTATISTICAL ANALYSES PERFORMED\nLinear regression for continuous outcomes and logistic regression for dichotomous outcomes.\n\n\nRESULTS\nParents who were exposed to the brain claim or the immunity claim were more likely to incorrectly believe that the toddler milk was as healthy or healthier than cow s milk, compared to those who saw the control claim (89% for brain claim, 87% for immunity claim, and 79% for control, p <.001 for both comparisons). Parents exposed to either the brain or immunity claim had higher intentions to give the toddler milk to their child, higher perceived product healthfulness, and stronger beliefs that pediatricians would recommend the product compared to parents exposed to the control (all p s <.001).\n\n\nCONCLUSIONS\nThese findings suggest that structure/function claims on toddler milk packaging may mislead parents and increase the appeal of toddler milk. Our findings support calls for public health policies to regulate marketing on toddler milk packaging.