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. However, there is some intersection between health and appealing taste. Parents’ preference for additive-free foods goes beyond merely avoiding certain ingredients; it reflects a perception of quality that favors wholesome and fresh-sounding components. In the U.S., the well-established brand Gerber has faced challenges from smaller organic companies due to this perception, despite the brand’s innovations with pouch products and organic offerings. Currently, Gerber accounts for around 25% of the baby food market, with a reported 2% decline in sales 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 strive for their children to have the best nutrition possible. Consequently, many health and wellness trends seen in adult food also apply to baby food, often to an even greater degree. For instance, the introduction of products containing kale has surged in recent years, particularly in the baby food sector. Nielsen data indicates that baby food launches with kale increased by 391% in the 12 months leading up to February of this year. In contrast, the fastest-growing category for adult-targeted foods—wholesome snacks—experienced a 143% growth during the same timeframe.
Baby food manufacturers might find it advantageous to focus on the types of foods that adults aspire to consume, rather than what they currently eat, as this can provide insights into what they are likely to purchase for their children. Furthermore, products emphasizing nutritional benefits, such as those that highlight calcium citrate or elemental calcium content, could resonate well with health-conscious parents. As the trend continues, it will be essential for baby food brands to align their offerings with the aspirations of parents, especially those seeking high-quality ingredients that contribute to their children’s health.