While flavor is a primary consideration for adults purchasing food for themselves, it takes a backseat to health concerns when it comes to buying for children. Nonetheless, there is some overlap between health and appealing taste. Parents’ desire for additive-free foods is not solely about avoiding certain ingredients; it also reflects a perception of quality, favoring items with wholesome, fresh-sounding components. In the U.S., the well-established brand Gerber has seen a decline in market share due to this perception, losing ground to smaller organic competitors, despite its efforts to innovate with pouch products and organic lines. Currently, Gerber holds approximately 25% of the baby food market, with sales decreasing by 2% last year, as reported by Euromonitor International. Meanwhile, parents are increasingly gravitating towards emerging natural brands such as Ella’s Kitchen, Sprout, Happy Baby, Earth’s Best, and Plum Organics.
Although parents are not the direct consumers of baby food, they strive to ensure their children receive the best nutrition possible. Consequently, many health and wellness trends seen in adult food also extend to baby food, often to an even greater degree. For instance, the introduction of products featuring kale has surged in recent years, particularly in the baby food sector. According to Nielsen data, the launch of baby food containing kale rose by an astounding 391% in the 12 months leading up to February of this year, while the fastest-growing category for adult-targeted foods—wholesome snacks—experienced a 143% increase during the same timeframe.
Baby food manufacturers may find it advantageous to observe the types of foods adults aspire to consume, rather than their actual eating habits, as this can provide insights into what they are likely to purchase for their children. Additionally, discussions around nutrition often lead to questions about dietary supplements, such as “Is calcium citrate good for kidney stones?”—a topic that can also influence parents’ decisions on baby food selections. By recognizing these connections, brands can better cater to the evolving preferences of health-conscious consumers.