Bellamy’s Organic says it has uncovered a significant knowledge gap among Australian parents when it comes to additives and preservatives in baby and toddler food.

According to the brand’s latest research, while 67% of surveyed parents feel confident reading food labels, only 14% are truly informed about additives and preservatives in children’s food.

The study surveyed 1020 parents and expectant parents across Australia to explore their levels of trust, knowledge, and concern when it comes to feeding their children. It uncovered a significant gap between what parents say matters and how they actually shop – with growing confusion around labelling, marketing, and misinformation.

While most parents report being concerned about sugars, artificial colours, preservatives and pesticides, just 27% of respondents actively prioritise low additives or certified organic when purchasing baby food.

Sources for advice

Parents today are drawing on a wide mix of sources for nutritional advice, from trusted professionals to digital platforms.

While health professionals remain the most relied-upon source (59%), many parents also turn to family and friends (43%), parenting books or websites (40%), food packaging and labels (38%), and increasingly, social media – with nearly a third (32%) seeking guidance from platforms.

“This growing reliance on social media brings a risk of unqualified advice but also creates space for credible experts to build trust where parents are most active,” says Bellamy’s Organic.

Building trust

Furthermore, the research reveals that transparent labelling and expert endorsements are crucial in building trust with parents.

In fact, 63% of respondents say they would have greater confidence in baby food brands with clearer ingredient labelling, while nearly half (48%) would place more trust in products recommended by nutritionists or paediatricians.

Bellamy’s Organic ambassador Paediatric Nutritionist Mandy Sacher says there’s still a significant gap in parents’ understanding of food labels, additives, and what terms like ‘organic’ truly mean.

“Many are doing their best with the information available, but without clear guidance, even well-intentioned choices can be misinformed,” she says. 

“What this research highlights is a strong demand for clarity and expert support. Parents are actively seeking products they can trust and reassurance, particularly in the early years when infants and toddlers are most vulnerable to the effects of additives, pesticides and preservatives. Studies show that early exposure to these substances can affect gut health, immune development and even behaviour.

“Choosing brands that are certified organic is one way parents can reduce this burden, but it’s essential that they understand what certification actually guarantees.

“Brands like Bellamy’s Organic, that prioritise transparency and education alongside ingredient integrity, have a vital role to play in helping families make informed decisions every day and to ensure safe, clean label, age-appropriate choices are available to families who need them.”