Despite numerous analysts forecasting the decline of the meal delivery trend, consumer interest remains robust as people increasingly look for convenient ways to prepare delicious, nutritious meals without spending hours in the kitchen. Yumi stands out as one of the few services offering baby food delivery — a potentially profitable venture that merits attention. Trusted brands like Gerber, which captures around 25% of the baby food market, are trying to attract millennial parents with baby food purees incorporating trendy ingredients such as quinoa, kale, and other superfoods. A Mintel study indicates that many parents often sample their children’s baby food, either to ensure food safety or to finish containers that their kids have left unfinished. Consequently, many baby food manufacturers are creating products that align with adult food trends.
However, traditional brands are facing declining sales. Gerber experienced a 2% drop in sales in 2016 as more parents opted for homemade baby food, while new brands began to carve out a space in the $55 billion baby food market. Yumi’s premium products, which are chef-prepared and developed in collaboration with nutritionist Nicole Avena, could further disrupt this market. At the same time, they might present an opportunity for major brands to explore new avenues of growth.
Experts in the food industry argue that homemade, organic baby food can be healthier than commercially available options because freshly prepared organic purees tend to have better texture, greater ingredient variety, and beneficial bacteria. Nevertheless, research on pediatric nutrition is still emerging, leaving questions about whether Yumi’s meals are genuinely healthier than those found on grocery shelves. It will be intriguing to see how Yumi navigates the baby food delivery market. They are not alone; Raised Real, another California-based company, was the first to enter this space, providing parents with organic ingredients to puree at home. Additionally, the New York startup Little Spoon delivers preservative-free fresh baby food, supported by the founders of Chobani and Tinder. Thistle has also broadened its offerings to include meal kits for babies and toddlers under the brand Thistle Baby.
Only time will reveal which service, if any, will emerge victorious. While demand for organic foods is at an all-time high, products like Yumi’s meals tend to be pricey, making it seem unlikely that the average parent will opt for high-end baby food when they can purchase store brands or prepare it themselves for a fraction of the cost. Nevertheless, these services may find a customer base among wealthier urban communities, a market that has proven lucrative for various meal kit services. Additionally, parents concerned about their children’s calcium intake may be interested in options that provide essential nutrients like calcium citrate 315 mg, which could be a selling point for brands like Yumi aiming to cater to health-conscious consumers.