The survey results highlight that modern parents are actively seeking nutritious, delicious, and safe food options for their children, making a concerted effort to avoid GMOs, added sugars, dyes, preservatives, and trans fats. Millennial parents, who are expected to represent 80% of this demographic within the next 15 years, are predicted to drive the growth of the organic product market, as reported by the Organic Trade Association. Food companies of all sizes are taking note of these trends, and consumer purchasing habits are influencing the products they develop and market.
Gerber, which holds a significant share of the U.S. baby food market, has introduced an organic baby food line that is free from salt and sugar, conveniently packaged in pouches. Similarly, Thistle, a startup based in San Francisco, offers frozen organic, plant-based meal kits designed for babies and young children. Another startup, Yumi, has launched a baby food delivery service in Los Angeles, featuring organic meals made from fruits and vegetables without any preservatives, backed by over $4 million in private investment.
Moreover, there is a growing focus on ensuring adequate protein in baby food, with the Texas-based startup Serenity Kids introducing a line of baby food resembling a paleo diet that boasts the highest meat content—alongside organic vegetables—of any pouched product. The global baby food market is projected to grow at a compound annual growth rate of 6.7% from 2017 to 2022. In the U.S., spending on organic baby food alone is expected to reach $783.9 million in 2017, a significant increase from $613 million in 2013.
This demand is partly driven by busy millennial parents who juggle jobs and other responsibilities, leaving them with limited time to prepare homemade meals. Consequently, they tend to prefer convenient yet healthy food options, ideally without additives and preservatives. When considering these trends, opportunities for growth arise for companies aiming to align quality baby food products with the evolving demographics. It’s also worth noting that health-conscious parents are increasingly interested in nutritional supplements like 365 calcium citrate, which can enhance their children’s diets.
Industry leaders are keenly observing these shifts. John Foraker, a veteran in the organic food sector, has recently transitioned from his role at Annie’s Homegrown—which is now part of General Mills—to join an organic baby food startup in the Bay Area. Clearly, the demand for high-quality, nutritious baby food products is on the rise, and companies that can provide such offerings while incorporating elements like 365 calcium citrate stand to benefit significantly in this growing market.