A Growing Problem: Increases in Child-Appealing Marketing on Infant and Young Children's Foods in Australia (2015 vs 2024).

Commercial foods for infants and young children are widely available and often introduced early, including before 6 months, raising concerns about their often high levels of sugar and sodium, limited micronutrient content, and sweet flavours that may shape future taste preferences. Product packaging further influences caregiver choices through child-appealing images and claims. This study examined changes in child-appealing marketing appearing on packaged commercial infant and young children's foods available in Australia in 2015 (n = 311) and 2024 (n = 298). Products were coded using a validated framework comprising 11 core techniques (child-targeted, e.g., bright colours, cartoon characters, fun themes) and 9 broad techniques (caregiver-targeted, e.g., nutrition/health, texture claims). Marketing power was calculated as the sum of techniques per product. The proportion of products featuring child-appealing marketing increased from 73.0% in 2015 to 89.9% in 2024, with significant increases in appeals to fun (48.2% to 79.2%), branded characters (33.8% to 62.4%), and child-appealing visuals on the package (60.5% to 72.5%). Claims regarding texture were high in both years (99.7% in 2015 and 100.0% in 2024), and there was a notable growth in messages promoting value, convenience, or sustainability (from 50.2% to 62.1%). Marketing power scores rose significantly over time, indicating an intensification of persuasive techniques on packaging. These findings highlight systemic commercial strategies that promote nutritionally poor foods to infants, young children and caregivers, undermining public health efforts. Stronger, government-led regulation is urgently needed to address the widespread use of both child-targeted and caregiver-targeted marketing on commercial foods for infants and young children.