Compliance of baby snacks sold in Portugal with the WHO Europe NPPM

Background

Commercial baby snacks are increasingly visible in food environments for infants and young children, yet their nutritional and promotional profile may conflict with public health recommendations. This study assessed the compliance of baby snacks marketed in Portugal with the WHO Europe Nutrient and Promotion Profile Model (NPPM).

Methods

A cross-sectional market survey was conducted between November 2025 and April 2026 in 16 stores from nine major supermarket chains in Portugal. Eligible products were manufactured dry or semi-dry snacks and finger foods, excluding dairy, marketed for infants or young children aged 6-36 months and classified under NPPM category 5.2a. Photographs were used to extract package information, which was then entered into the official NPPM template and processed with the NPPM online tool. Compliance and nutrient composition were analysed descriptively.

Results

Seventy-six products met the inclusion criteria. Mean compositional values were 9.6 g fat, 13.3 g sugar and 75.8 kcal per serving. Compliance was high for total fat (99%), sodium (95%) and ingredient list requirements (96%), but lower for total sugar (78%) and added sugar (75%). The most frequent non-compliance concerned breastfeeding protection (100%), claims (99%) and energy per serving (62%). Forty-one per cent of products had names that could mislead caregivers, and 14% displayed no minimum age recommendation. Of the products with an age indication, the most common recommended age of introduction was eight months (36%).

Conclusions

While baby snacks in the Portuguese market generally complied with several nutrient thresholds, widespread non-compliance with promotional criteria, claims and breastfeeding protection highlights a regulatory gap. Applying the NPPM to national food monitoring can support coherent labelling, marketing restrictions and reformulation policies, aligning commercial baby foods with early-life nutrition principles and child public health goals.

Key messages

• Baby snacks sold in Portugal largely met selected nutrient thresholds but frequently failed NPPM promotional criteria

• Robust labelling, marketing and reformulation policies are needed to protect complementary feeding practices