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With the deepening of public awareness of health, parents paid more attention to the healthy growth of students. In this context, complementary food could effectively improve primary school students' nutritional balance and physical fitness. Therefore, the influencing factors of consumers' purchasing decisions played an essential role through marketing promotions. Parents' purchasing decisions would be the main factor affecting their subjective choice of complementary food products in predicting consumption behavior. The purpose of this study was to explore the demographic characteristics of complimentary food promotional strategy on Chengdu parents' purchase decisions based on their gender and education; evaluate the factors of health concerns in complementary food consumption on parents' purchase decisions in Chengdu, and put forward relevant suggestions for improving the health concept of complementary food consumption in a promotional strategy for Chengdu parents' purchase decisions. Four hundreds and fifty-two completed questionnaires of Chengdu primary students' parents were collected through the online WeChat platform by random sampling in June 2022. The results showed that all influencing factors of price promotion, brand feature, social supply, household income, health awareness, and attitude of others impacted parents' purchase intention in complementary food consumption. Further suggestions were created for improving promotional strategies on complementary food sales for parents in health concerns of their primary school children.