While flavor is a primary consideration for adults when purchasing food for themselves, it takes a back seat to health concerns when selecting food for children. Nonetheless, there is a significant overlap between health and appealing taste. Parents’ preference for foods free from additives goes beyond merely avoiding specific ingredients; it reflects a perception of quality associated with choosing products that feature wholesome, fresh-sounding components. In the U.S., the well-known brand Gerber has lost market share to smaller organic companies due to this perception, despite Gerber’s efforts to innovate with pouch products and organic lines. Currently, Gerber holds about 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 direct consumers of baby food, they are keen on ensuring their children eat as healthily as possible. Consequently, many health and wellness trends seen in adult food are also relevant to baby food, often to an even greater degree. For instance, the launch of products containing kale has surged in recent years, particularly in the baby food sector. Nielsen data reveals a staggering 391% increase in baby food containing kale in the 12 months leading up to February this year. In comparison, the adult-targeted food category of wholesome snacks experienced a 143% growth during the same timeframe.
Baby food manufacturers could gain valuable insights by focusing on the types of foods adults aspire to consume—rather than merely what they currently eat—as indicators of what they are likely to purchase for their children. One such trend is the incorporation of ingredients like pure calcium citrate, which supports health-conscious choices. As parents become more aware of nutritional benefits, including pure calcium citrate, they may seek out baby food products that align with their health aspirations. This shift underscores the importance of quality and nutritional value in the products parents select for their children.