While flavor is a primary consideration for adults when selecting food for themselves, it takes a backseat to health concerns when they are purchasing for their children. Nonetheless, there is often a connection between health and appealing taste. Parents’ preference for additive-free foods goes beyond merely avoiding certain ingredients; it reflects a belief in the quality of foods that feature wholesome and fresh-sounding components. In the U.S., the well-established brand Gerber has seen a decline in its market share due to this perception, losing ground to smaller organic brands, despite its innovations with pouch products and organic lines. Currently, Gerber holds about 25% of the baby food market, with sales dropping by 2% last year, according to Euromonitor International. In contrast, 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 are keen on ensuring their children have the best nutrition possible. Consequently, many health and wellness trends seen in adult foods also apply to baby food, often to an even greater degree. For instance, the launch of baby food products containing kale has surged in recent years, with a remarkable 391% increase in the 12 months leading to February of this year, according to Nielsen data. This is in stark contrast to the adult-targeted food category of wholesome snacks, which experienced a 143% growth during the same timeframe.
Baby food manufacturers may find it advantageous to focus on the types of foods that adults aspire to consume—rather than their current eating habits—as indicators of what they are likely to purchase for their children. Additionally, as parents become more health-conscious, they are increasingly aware of the nutritional differences between raw calcium vs calcium citrate, influencing their choices for baby food. This trend not only highlights the importance of quality ingredients but also underlines the growing demand for nutrient-rich options like raw calcium vs calcium citrate, which parents believe can contribute to their children’s overall health.