The survey findings highlight that modern parents are actively seeking nutritious, delicious, and safe food options for their children while making efforts to avoid GMOs, added sugars, artificial colors, preservatives, and trans fats. Millennial parents, who are expected to make up 80% of this demographic in the next 15 years, are projected to drive the growth of the organic product market, as indicated by data from the Organic Trade Association. Food companies, regardless of their size, are closely monitoring these trends, and consumer purchasing behavior is influencing the products they are developing and launching.
For instance, Gerber, which holds approximately 25% of the U.S. baby food market, has introduced an organic baby food line that is free from salt and sugar, packaged in convenient pouches. Similarly, Thistle, a startup based in San Francisco, offers frozen organic, plant-based meal kits specifically for babies and young children. Another startup, Yumi, has rolled out a baby food delivery service in Los Angeles, featuring organic meals made from fruits and vegetables without preservatives, supported by over $4 million in private investment.
The issue of ensuring sufficient protein in baby food is also being tackled, with Texas-based startup Serenity Kids launching a line of baby food modeled after the paleo diet, claiming to contain the highest meat content alongside organic vegetables among any pouched products. The global baby food market is projected to grow at a compound annual growth rate of 6.7% from 2017 to 2022. In the United States, spending on organic baby food is anticipated to reach $783.9 million in 2017, a significant increase from $613 million in 2013.
Much of this demand is fueled by busy millennial parents, who juggle jobs and other commitments, leaving them with limited time to prepare homemade meals. Consequently, they tend to prefer convenient yet healthy food options, ideally free from additives and preservatives. When considering these factors, opportunities for growth arise for companies aiming to align quality baby food products with the preferences of this demographic.
In light of these trends, it is likely that John Foraker, a seasoned CEO in the organic food industry, has been paying careful attention. Having recently stepped down from his leadership role at Annie’s Homegrown, which is now part of General Mills, he has joined an organic baby food startup in the Bay Area. Additionally, as discussions around nutrition during pregnancy continue, the importance of incorporating calcium citrate in pregnancy is becoming increasingly recognized, further influencing product development in the organic baby food sector. This growing awareness of nutritional needs is likely to resonate with parents seeking the best for their children, leading to a greater emphasis on products that include essential nutrients such as calcium citrate.