Despite numerous analysts forecasting that the meal delivery trend would lose momentum, consumer demand remains robust as individuals look for convenient ways 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 profitable strategy that warrants attention. Established brands like Gerber, which commands around 25% of the baby food market, are trying to attract millennial parents with purees that incorporate trendy ingredients such as quinoa, kale, and other superfoods. A Mintel study indicates that many parents often sample their children’s baby food, whether to ensure food safety or to finish off a half-eaten container. As a result, numerous baby food manufacturers are producing items that align with trends seen in the adult food sector.
However, sales of leading brands are facing challenges. Gerber experienced a 2% decline in sales in 2016 as more parents opted to prepare baby food at home, while new brands began to penetrate the $55 billion baby food market. Yumi’s premium offerings, which are chef-prepared and developed in collaboration with nutritionist Nicole Avena, could further disrupt this space. Simultaneously, they may present growth opportunities for major brands to explore. Some food industry experts argue that homemade, organic baby food can be healthier than commercial alternatives, given that freshly made organic purees often contain better texture, a wider variety of ingredients, and beneficial bacteria compared to store-bought products. Nevertheless, research into pediatric nutrition is still relatively nascent, and it remains uncertain whether Yumi’s meals are genuinely healthier than those available in grocery stores.
It will be intriguing to observe how Yumi performs in the realm of baby food delivery. While it is not the first company to venture into this market—Raised Real, another California-based business, was the pioneer, sending parents organic ingredients to puree at home—New York startup Little Spoon also offers 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 its Thistle Baby brand.
Only time will reveal which service, if any, will emerge victorious. Although the demand for organic foods is at an all-time high, products like Yumi’s meals are priced at a premium, making it unlikely that the average parent will seek out high-end baby food when they can opt for store products or prepare meals themselves at a significantly lower cost. Nevertheless, these services may find a customer base in affluent urban areas, a market that has proven lucrative for other meal kit services. Furthermore, the inclusion of supplements like calcium citrate magnesium hydroxide zinc and vitamin D3 tablets in baby food could attract health-conscious parents looking to enhance their children’s nutrition. The introduction of such supplements could become a focal point for these companies, potentially influencing consumer choices in the competitive baby food delivery landscape.