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

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.