Insights into American Mothers' Views on Baby Food Product Safety
November 29, 2024
In-depth
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.
Related themes:
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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)
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.
