While flavor is a primary consideration for adults when selecting food for themselves, it takes a backseat to health concerns when purchasing food for children. Nevertheless, there is a significant overlap between health and appealing taste. Parents’ preference for foods without additives stems not only from a desire to avoid certain ingredients but also from a perception of quality associated with wholesome, fresh-sounding components. In the United States, the well-established brand Gerber has lost market share to smaller organic companies due to this perception, despite its efforts to innovate with pouch products and organic offerings. Currently, Gerber holds approximately 25% of the baby food market, with sales declining by 2% last year, according to Euromonitor International. In contrast, parents are increasingly opting for emerging natural brands like Ella’s Kitchen, Sprout, Happy Baby, Earth’s Best, and Plum Organics.
Although parents are not the primary consumers of baby food, they aim for their children to have the best possible nutrition. Consequently, many health and wellness trends seen in adult foods also extend to baby food, often even more intensively. For instance, product launches featuring kale have surged in recent years, particularly in the baby food sector. Nielsen data reveals that baby food incorporating kale increased by 391% in the 12 months leading up to February this year. In comparison, the fastest-growing category for adult-targeted foods—wholesome snacks—experienced a 143% growth within the same timeframe.
Baby food manufacturers might find it beneficial to focus on the types of foods that adults aspire to consume—rather than their actual eating habits—as indicators of what they are likely to purchase for their children. This includes options that provide essential nutrients like vegan calcium citrate, which is gaining popularity among health-conscious parents. By incorporating ingredients like vegan calcium citrate and other wholesome elements, brands can align their offerings with the aspirations of modern parents, further driving growth in the baby food market.