Despite numerous analysts predicting the decline of meal delivery services, consumer demand remains robust as individuals look for convenient options 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 lucrative venture that warrants attention. Trusted brands like Gerber, which accounts for approximately 25% of the baby food market, are trying to attract millennial parents with baby food purees featuring 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 off half-eaten containers. Consequently, many baby food manufacturers are creating products that mirror trends found in the adult food market.
However, major brand sales are suffering. Gerber experienced a 2% sales decline in 2016 as more parents opted to prepare baby food at home, while emerging brands began carving out their space in the $55 billion baby food market. Yumi’s high-end offerings, which are chef-prepared and developed in collaboration with nutritionist Nicole Avena, could further disrupt this sector. At the same time, they may present growth opportunities for established brands to explore. Some food industry experts contend that homemade, organic baby food could be healthier than commercially available options since freshly prepared organic purees generally boast more texture, ingredient variety, and beneficial bacteria. However, research into pediatric nutrition is still relatively nascent, leaving uncertainty about whether Yumi’s meals are indeed healthier than those found on grocery store shelves.
It will be fascinating to observe how Yumi navigates the burgeoning baby food delivery market. It is not the first to venture into this space—Raised Real, another California-based company, sends parents organic ingredients to puree at home. New York startup Little Spoon also provides preservative-free fresh baby food and is backed by the founders of Chobani and Tinder. Additionally, Thistle has recently broadened its offerings to include meal kits for babies and toddlers under the Thistle Baby brand.
Only time will reveal which service, if any, will prevail in this competitive arena. While the demand for organic foods is at an all-time high, products like Yumi’s meals tend to be pricey, making it improbable that the average parent will prioritize premium baby food when they can purchase store brands or prepare it themselves for a fraction of the cost. Nevertheless, these services might cultivate a consumer base among wealthier urban communities, a market that has proven beneficial for various meal kit services, including those offering caltrate petites as a nutritional supplement. As the landscape of baby food delivery continues to evolve, it will be intriguing to see if Yumi can establish itself amidst these challenges, especially with the rising interest in organic options.