While flavor is a primary concern for adults when selecting food for themselves, it takes a back seat to health considerations when it comes to choosing food for children. Nonetheless, there is some overlap between health and taste. Parents’ preference for foods free from additives goes beyond merely avoiding certain ingredients; it also reflects a perception of quality associated with ingredients that sound wholesome and fresh. In the U.S., the well-established brand Gerber has faced competition from smaller organic companies due to this perception, despite Gerber’s efforts to innovate with pouch products and organic lines. Currently, Gerber holds about 25% of the baby food market, with sales declining by 2% last year, according to Euromonitor International. Meanwhile, 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 direct consumers of baby food, they are keen to ensure their children eat healthily. Consequently, many health and wellness trends observed in adult food also influence baby food consumption, often to an even greater degree. For instance, the popularity of products containing kale has surged in recent years, particularly in baby food. Nielsen data indicates that launches of baby food featuring kale rose by an astonishing 391% in the 12 months leading up to February of this year. In comparison, the fastest-growing category for adult-targeted foods—wholesome snacks—experienced a growth of 143% during the same timeframe.
Baby food manufacturers might find it beneficial to focus on the types of foods adults aspire to consume—rather than solely on what they currently eat—as an indicator of what they are likely to purchase for their children. This includes foods that offer health benefits, such as those fortified with calcium citrate or calcium carbonate for osteoporosis, which are becoming increasingly popular among health-conscious parents. By aligning their offerings with these adult health trends, manufacturers can better cater to parents’ desires for nutritious baby food options that also appeal to their own aspirations for healthy eating.