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This project will quantify the purchasing of different types of formula, toddler drinks and baby foods (using Kantar data).

Background

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The first 1000 days of a child’s life establishes the foundation for healthy dietary patterns and reduces risk for obesity later in life.

There is a lack of evidence on the diet and nutritional intake of the UK infant population that can help to inform public health efforts aimed at improving infant and toddler diets.

Methodology

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The aim of this work is to provide a detailed descriptive analysis of households’ purchases of formula, baby drinks, baby finger food and baby food and how, if at all, these purchases are related to one another. In particular, we will describe:Ìý

• The products and brands that are purchasedÌý
• The quantity of different products purchasedÌýÌý
• How purchases of one product (e.g. infant formula) are related to subsequent purchases (e.g. follow-on formula or commercial infant food), e.g. are mothers who use formula also more likely to buy commercial infant food? We will also examine how these purchasing patterns vary by demographic group.Ìý

In each case, we will look at both aggregate purchasing patterns and how these patterns vary by demographic group.Ìý

We will use data from Kantar Worldpanel for the period October 2016 - July 2020, containing details of households’ purchases of infant formula, baby drinks, baby finger food and baby food over that period. At any one point in time there are around 30,000 households in the sample and the data contain details of the products purchased by households including brand and accurately-measured prices.Ìý

We will use the data to provide a descriptive analysis of households’ purchases, providing tables and charts that are informative of correlations in the data.Ìý

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Report expected December 2020

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The NIHR Policy Research Unit in Healthy Weight is part of the NIHR and hosted by UCL.