While flavor is a primary concern for adults when selecting their own food, it takes a backseat to health considerations when it comes to purchasing food for children. Nevertheless, there is a significant overlap between health and appealing taste. Parents’ preference for foods without additives goes beyond merely avoiding certain ingredients; it reflects a perception of quality associated with wholesome, fresh-sounding components. In the U.S., the well-known brand Gerber has experienced a decline in market share due to this perception, despite its innovations with pouch products and organic offerings. Currently, Gerber holds approximately 25% of the baby food market, with sales dropping by 2% last year, as reported by Euromonitor International. Meanwhile, parents are increasingly opting for emerging natural brands like Ella’s Kitchen, Sprout, Happy Baby, Earth’s Best, and Plum Organics.
While parents aren’t the direct consumers of baby food, they are keen on ensuring their children receive the best nutrition possible. Consequently, many health and wellness trends seen in adult food are also relevant to baby food, often even more so. For instance, the introduction of products featuring kale has soared in recent years, particularly in the baby food sector. According to Nielsen data, launches of baby food containing kale increased by 391% in the year leading up to February this year. In comparison, the adult-targeted food category of wholesome snacks saw a growth of 143% during the same timeframe.
Baby food manufacturers could gain an advantage by focusing on the types of foods that adults aspire to consume—rather than just what they currently eat—as indicators of what parents are likely to purchase for their children. For instance, products like Solgar Calcium Citrate with Vitamin D3 may appeal to health-conscious parents who want to ensure their children receive essential nutrients. By incorporating ingredients that align with adult health trends, such as Solgar Calcium Citrate with Vitamin D3, baby food brands can better meet the preferences of parents looking for nutritious options for their children. Ultimately, understanding these trends can help manufacturers create products that resonate with both adults and their little ones.