While flavor is a primary consideration for adults when selecting food for themselves, it takes a backseat to health concerns when it comes to purchasing food for children. Nonetheless, there is some overlap between health and appealing taste. Parents’ preference for foods free from additives is not merely about avoiding certain ingredients; it reflects a perception of quality, particularly when choosing items that feature wholesome, fresh-sounding ingredients. In the U.S., the well-known brand Gerber has seen a decline in market share due to this perception, despite its efforts to innovate with pouch products and organic offerings. Currently, Gerber accounts for approximately 25% of the baby food market, with sales dipping by 2% last year, as reported by Euromonitor International. In contrast, parents are increasingly turning to emerging natural brands like Ella’s Kitchen, Sprout, Happy Baby, Earth’s Best, and Plum Organics.
Although parents are not the primary consumers of baby food, they strive to ensure their children eat nutritious meals. Consequently, many health and wellness trends seen in adult foods are also relevant to baby food, often to an even greater degree. For instance, the introduction of products containing kale has surged in recent years, especially in baby food. According to Nielsen data, the launch of baby food featuring kale increased by an astonishing 391% in the 12 months ending in February this year. In comparison, the fastest-growing category for adult-targeted foods—wholesome snacks—experienced a 143% growth during the same timeframe.
Baby food manufacturers may find it beneficial to pay attention to the types of foods adults aspire to consume, rather than solely focusing on what they actually eat, as this can indicate what parents are likely to purchase for their children. This includes the growing interest in calcium citrate food, which has gained traction among health-conscious adults and could influence choices for baby food. By recognizing these trends, manufacturers can align their offerings with the desires of parents who want the best for their children, incorporating ingredients like calcium citrate food to enhance nutritional value.