While flavor is a primary consideration for adults when purchasing food for themselves, it takes a backseat to health concerns when it comes to their children. Nevertheless, there is a notable overlap between health and appealing taste. Parents’ inclination toward additive-free foods stems not only from a desire to avoid certain ingredients but also from a perception of quality associated with wholesome, fresh-sounding ingredients. In the United States, the well-established brand Gerber has experienced a decline in market share due to this perception, losing ground to smaller organic brands, despite its efforts to innovate with pouched products and organic lines. Currently, Gerber holds about 25% of the baby food market, with its sales dipping by 2% last year, as reported by Euromonitor International. In contrast, parents are increasingly gravitating toward emerging natural brands such as Ella’s Kitchen, Sprout, Happy Baby, Earth’s Best, and Plum Organics.
Although parents are not the primary consumers of baby food, they are keen on ensuring their children have the best nutrition possible. Consequently, many health and wellness trends observed in adult food also influence baby food choices, often to an even greater degree. For instance, the introduction of products featuring kale has surged in recent years, particularly within baby food. According to Nielsen data, the launch of baby food containing kale has skyrocketed by 391% in the 12 months leading up to February this year, while the adult-targeted wholesome snacks category experienced a growth of 143% in the same timeframe.
Baby food manufacturers might find it advantageous 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. Additionally, incorporating elements that promote health benefits, such as those found in vitamin shoppe calcium citrate, could further align with parents’ growing emphasis on nutrition. By emphasizing quality ingredients that resonate with adult health trends, baby food brands can better cater to the evolving preferences of parents who want the best for their children.