While flavor is a primary concern for adults purchasing food for themselves, it takes a backseat to health considerations when it comes to buying for children. Nonetheless, there is a significant overlap between health and appealing taste. Parents’ preference for foods free from additives goes beyond merely avoiding certain ingredients; it reflects a perception of quality that is associated with selecting products that feature wholesome and fresh-sounding ingredients. In the U.S., the well-established brand Gerber has seen a decline in market share due to this perception, despite its efforts to innovate with pouch products and organic lines. Currently, Gerber holds approximately 25% of the baby food market, with sales decreasing by 2% last year, as reported by Euromonitor International. In contrast, parents are gravitating toward emerging natural brands such as Ella’s Kitchen, Sprout, Happy Baby, Earth’s Best, and Plum Organics.
Although parents are not the direct consumers of baby food, they are invested in ensuring their children eat as healthily as possible. Consequently, many health and wellness trends prevalent in adult foods also extend to baby food, often to an even greater degree. For instance, the introduction of baby food products containing kale has surged in recent years, with a remarkable increase of 391% in launches over the 12 months ending in February this year, according to Nielsen data. This compares to a 143% growth in the fastest-growing category of adult-targeted foods—wholesome snacks.
Baby food manufacturers could benefit from observing the types of foods that adults aspire to consume, rather than just what they currently eat, as this can signal what they are likely to purchase for their children. For example, the rising popularity of nutritional supplements like calcium carbonate and calcium citrate tablets among adults may indicate a growing interest in similar health-conscious choices for baby food. By incorporating these insights, brands can better align their offerings with the aspirations of health-focused parents, creating a more appealing product lineup for children.