Health Claims, Labeling Practices, and Consumer Information Characteristics of Herbal Lactation Teas Marketed to Breastfeeding Women in Türkiye: A Cross-Sectional Digital Marketplace Analysis.

Abstract

Background: Herbal teas targeting breastfeeding women are marketed through digital retail platforms using lactation-related claims, botanical formulations, and maternal or nature-oriented imagery. However, evidence describing their online marketplace presentation in Türkiye remains limited.

Methods: This descriptive cross-sectional digital marketplace analysis examined herbal lactation teas available in Türkiye. Searches conducted across 43 digital retail platforms between January 12 and 23, 2026, identified 1,072 eligible listings. After removing 1,021 duplicate listings, 51 unique products were included. Publicly accessible product descriptions, declared ingredient lists, labeling and marketing statements, health-related claims, and package images were coded using predefined operational definitions and analyzed descriptively.

Results: Tea bags/filter teas represented 45.1% of products, and 88.2% were produced in Türkiye. Products contained a median of 7 botanical ingredients (range = 2-14). The most frequently declared botanicals were fennel (94.1%), anise (82.4%), and nettle (64.7%). Milk production-enhancing or lactation-supportive claims appeared on 98.0% of products, whereas digestive-, gas-, or colic-related claims appeared on 27.5%. Mixed-herbal or herbal-blend statements were identified on 37.3% of products, and statements indicating the absence of preservatives, colorants, or additives on 21.6%. Sugar or beet sugar was declared on 9.8% of products. Mother-infant and plant-, flower-, or nature-themed imagery appeared on 60.8% and 52.9% of products, respectively.

Conclusions: Herbal lactation teas in Türkiye were predominantly presented through lactation-supportive claims, multi-ingredient botanical formulations, and breastfeeding- or nature-oriented imagery. These findings characterize digital marketplace presentation and declared product information but do not establish actual composition, claim substantiation, clinical efficacy, safety, consumer response, or regulatory compliance.