There was a study just published which used Nielsen data to look at the sales of infant formula and toddler milks. As advertising of infant formula and sales has fallen, advertising for and sales of toddler milk has gone up.
Toddler milk isn’t always a clear category-in part because it’s not regulated in the same way as infant formula. Toddler milks are generally powdered cow’s milk, corn syrup solids + other sweeteners, various oils, sodium, and fortificants such as vitamins and minerals; they may also contain other ingredients (eg fish oils, probiotics) and are promoted to provide health benefits such as brain development. I’ve not looked at them all, but in checking a few-I noted a promotion of attributes such as organic, GMO-free, milk from grass fed cows, etc.
Recently, The Robert Wood Johnson Foundation published a report from a panel of scientists on recommendations for beverages for children 0-5 years; that report saw no need for toddler milks. After 1 year, infants can continue breastfeeding and/or begin drinking whole cow’s milk.
There are many concerns with the toddler milks: cost, added sugar and sodium, lack of evidence of better health vs. cow’s milk, lack of regulation. There’s also concern that the packaging is similar to infant formula but the toddler milk costs less, so parents may use it for infants under 1 year of age.
As women breastfeed more, less infant formula is needed so formula companies are shifting to other sources of revenue. It appears they are also playing to parental concerns for their child’s health and development, during a time where feeding may become more challenging and the use of such formulas, likely appealing to infants due to sweetness, is reassuring. Parents need to know that cow’s milk is less expensive and more nutritious for their child (understanding there may be some children that would need alternatives such as soy products.)
For those interested, the study is here.