Insights into American Mothers' Views on Baby Food Product Safety

This report examines mothers’ concerns about heavy metals and other contaminants in baby and toddler food, drawing on a national survey conducted in collaboration with the Clean Label Project. Nearly 1,000 mothers across the U.S. shared how they assess infant food safety, their awareness of legislative efforts such as California’s AB 899, and where they seek trusted information. Findings show widespread concern about food contaminants, strong support for transparency and regulation, and a notable gap between mothers’ concern and their awareness of existing policy initiatives.

High concern about heavy metals in baby food:
A majority of mothers report moderate to high concern about exposure to heavy metals such as lead, arsenic, cadmium, and mercury in foods for infants and toddlers.
Labels strongly influence purchasing decisions:
Nearly 97% of mothers look for terms like “all natural,” “pure,” or “organic” when buying baby food, with labels serving as a primary proxy for health and safety—especially among lower-income and less-educated mothers.
Low awareness, high perceived impact of legislation:
While nearly half of mothers had not heard of California’s AB 899, 88% believe legislation regulating heavy metals in baby food would impact their daily lives, highlighting a significant information gap.
Strong preference for testing and transparency:
Most mothers say they would prefer baby food brands that test for and disclose levels of harmful metals, indicating demand for clearer labeling and mandatory reporting.
Trust centers on institutions, not media:
Mothers most often rely on government agencies, doctors, and academic research for information on food safety, with comparatively low trust in social media and traditional news outlets.
Growing mistrust of baby food companies:
Open-ended responses reveal concern about industry practices and a desire for greater accountability, with some mothers choosing homemade baby food to avoid perceived risks.

Source: Count on Mothers, Insights into American Mothers' Views on Baby Food Product Safety, Nov 2024 (n=949)

See the Public Report Request a Briefing

Research Library

Explore Count on Mothers reports — rapid polls and in-depth national studies.

Methodology
Count on Mothers conducts nationally representative research with U.S. mothers, weighted to reflect the population and reported in aggregate. Research is led by a PhD + MPH team. Findings have informed policy, industry, and media, and entered the Congressional Record on childcare, paid leave, and technology policy.

In-depth

AI & Child Safety: Mothers' Views on a Rising Influence in Kids' Lives

In January 2026, Count on Mothers released findings from a nationally representative study of mothers across regions and the political spectrum on artificial intelligence's impact on children across home, school, and social settings — conducted in research collaboration with academic partners at the University of Chicago and University College London. Mothers assess potential risks, transparency gaps, and the need for institutional safeguards as AI becomes embedded in children's everyday environments. Findings describe a consistent message across political ideology, region, and education level: mothers are deeply concerned about AI's impact on children and overwhelmingly believe current deployments lack adequate protections.

January 16, 2026

View Report →

In-depth

Pulse Check 2025: Mothers on Child Mental Health Impacts, Care, and Support

In September 2025, Count on Mothers released findings from a nationally representative study of mothers across regions and the political spectrum on children's mental health needs, access to care, and family experiences navigating support systems. The study examines mothers' firsthand observations at home, in schools, and in healthcare settings to identify gaps in care and practical paths forward. Findings underscore the scale of unmet need, the central role of cost and insurance barriers, and the importance of school-based and family-centered solutions.

September 17, 2025

View Report →

In-depth

From the Heart of American Families: Assessing Mothers' Views on Recent Policy Actions

This report presents mothers’ views on early federal policy actions under the 2025 Administration, drawing on survey responses from 2,888 mothers across the United States collected between April and June 2025. Mothers rated their level of satisfaction and shared open-ended reflections based on lived experience. Findings reveal low overall approval, with economic pressures emerging as the dominant driver of dissatisfaction across political and regional lines.

July 15, 2025

View Report →

In-depth

The Real Cost of Health Insurance: Exploring Critical Challenges for U.S. Families

In February 2025, Count on Mothers examined U.S. families' experiences with health insurance affordability, coverage, and access to care. Drawing on a nationally representative survey of mothers across regions and the political spectrum, the study addressed five core questions: who drives healthcare decisions, rates of denied and delayed care, the administrative burden on families, differences between private and public insurance experiences, and the health and financial consequences for families. Findings describe systemic challenges in the current health insurance landscape — particularly among families with private insurance.

February 24, 2025

View Report →

To learn more about partnerships, visit Partner With Us