While flavor is a primary consideration for adults purchasing food for themselves, it takes a backseat to health concerns when selecting food for children. Nevertheless, there is a significant overlap between health and appealing flavors. Parents’ preference for foods free from additives goes beyond merely avoiding specific ingredients; it reflects a perception of quality associated with fresh, wholesome ingredients.
In the U.S., the well-established brand Gerber has seen its market share diminish in favor of smaller organic companies, despite Gerber’s efforts to innovate with pouch products and organic lines. Currently, Gerber accounts for approximately 25% of the baby food market, with sales declining by 2% last year, as reported by Euromonitor International. In contrast, parents are increasingly opting for emerging natural brands such as Ella’s Kitchen, Sprout, Happy Baby, Earth’s Best, and Plum Organics.
Though parents are not the direct consumers of baby food, their desire is for their children to have the healthiest diet possible. Consequently, many health and wellness trends in adult foods also apply to baby food, often even more so. For instance, the introduction of products containing kale has surged in recent years, especially within the baby food segment. Nielsen data indicates that the launch of baby food products with kale rose by an astonishing 391% in the 12 months leading up to February this year. In comparison, the adult snack category, focusing on wholesome options, experienced a growth rate of 143% during the same timeframe.
Baby food manufacturers could gain valuable insights by observing the types of foods that adults aspire to consume—rather than what they currently eat—as indicators of what they are likely to purchase for their children. This trend may include fortified products like those containing cal citrate plus vitamin D, which emphasize health benefits and nutritional value. By aligning their offerings with these adult aspirations, manufacturers can better cater to the evolving demands of modern parents.