Australian Supermarkets Flood Shelves with Ultra-Processed Kids’ Foods

New Research Highlights Alarming Trend, Calls for Stricter Food Rules

Australian children are increasingly exposed to a barrage of ultra-processed, high-energy foods on supermarket shelves, according to alarming new research. This trend is fuelling concerns about childhood obesity and prompting urgent calls for more robust regulations governing food marketed to young consumers.

Ubiquitous Ultra-Processed Options for Children

A comprehensive study analysing packaged food and drink items marketed to Australian children has revealed a concerning landscape. Researchers found that a significant majority of these products are both ultra-processed (UPFs) and energy-dense, raising red flags for public health experts.

The investigation, published in the journal Nutrients, examined products launched in Australia between 2013 and 2023. The findings indicate that 56% of surveyed items were classified as high in energy density, while a staggering 81% fell into the ultra-processed food category.

Childhood Obesity Crisis Worsens

The prevalence of childhood obesity in Australia is a growing concern, with approximately one in four children affected by being overweight or obese. Experts point to dietary habits, particularly the consumption of high-energy and ultra-processed foods, as a major contributing factor to this public health challenge.

Energy density (ED) refers to the kilojoules per gram or millilitre of food, with fat content typically increasing ED and water content decreasing it. High-ED foods often provide fewer essential nutrients and are associated with increased calorie intake and subsequent weight gain.

Ultra-processed foods (UPFs), the most industrially manipulated category in the NOVA food classification system, frequently contain additives designed to enhance taste, texture, and shelf life. These characteristics can potentially interfere with natural appetite regulation, contributing to overconsumption and obesity, especially in children.

Methodology: A Decade of Child-Targeted Foods

This groundbreaking study marks the first in Australia to assess the packaged food environment for children by simultaneously considering both energy density and processing levels over a ten-year period. The research team utilized an observational design, analysing packaged foods and beverages specifically marketed to children up to 12 years old.

Data was gathered from Mintel GNPD, a global repository tracking new product launches in major Australian supermarkets. Products were categorized as ‘Food’ or ‘Drink’ and further sub-categorized. Only items with explicit age-related marketing claims were included in the analysis.

Key data points collected included product names, ingredients lists, nutritional information, and energy values. Energy density was calculated and categorized as low, medium, or high. The level of processing was determined using the NOVA classification system, with a conservative approach taken for products with vague ingredient lists, assigning them to lower processing categories.

Key Findings Detail a Stark Reality

Between 2013 and 2023, a substantial 1,770 new packaged food and drink products targeting Australian children entered the market. The majority, 63%, were aimed at children aged 5 to 12. Bakery items, snacks, and confectionery formed the largest proportion of these products.

The study revealed that over half of all products were high in energy density, with the highest levels concentrated in snacks, confectionery, and chocolate categories. Conversely, baby food registered the lowest median energy density.

Regarding processing, 81% of all items were classified as ultra-processed. This figure rose to 93% for products aimed at children aged 5 to 12, and 59% for those under five. Notably, most high-energy-dense products were also UPFs.

While significant differences in energy density were observed between UPFs and less-processed foods for younger children, this distinction blurred for older children, as nearly all products in that age group were UPFs, regardless of their energy density.

The prevalence of low-ED UPFs, such as fruit snacks and flavoured yoghurts, also emerged as a concern, potentially misleading consumers about their nutritional value and impacting children’s energy intake and appetite regulation.

Call for Policy Intervention

The research underscores the critical need for policy interventions to curb the marketing of high-energy and ultra-processed foods to children. Stricter regulations on marketing practices and health claims are essential to protect children’s dietary health and foster healthier food environments from an early age.