The survey findings highlight that modern parents are prioritizing nutritious, delicious, and safe food options for their children, actively steering clear of GMOs, added sugars, dyes, preservatives, and trans fats. Millennial parents, projected to make up 80% of this demographic in the next 15 years, are expected to drive the growth of the organic product market, as indicated by data from the Organic Trade Association. Food companies, regardless of size, are keenly observing these trends, which are influencing the products they develop and introduce to the market.
For instance, Gerber, which holds about a quarter of the U.S. baby food market, has launched an organic baby food line that contains no salt or sugar and is available in convenient pouches. Meanwhile, San Francisco startup Thistle offers frozen organic, plant-based meal kits for babies and young children. Another innovative startup, Yumi, has introduced a baby food delivery service in Los Angeles featuring organic meals made from fruits and vegetables, free of preservatives, with backing of over $4 million in private investment.
The concern for adequate protein in baby food is also being addressed, with Texas-based startup Serenity Kids unveiling a paleo diet-inspired line of baby food that boasts the highest meat content, combined with organic vegetables, of any pouched product. The global baby food market is forecasted to grow at a compound annual growth rate of 6.7% from 2017 to 2022, with U.S. organic baby food spending alone expected to reach $783.9 million in 2017, up from $613 million in 2013.
Much of this demand is fueled by busy millennials with children who juggle jobs and numerous responsibilities, leaving them with little time to prepare homemade meals. As a result, they tend to choose convenient yet healthy foods, preferably free from additives and preservatives. When combined, these factors reveal significant growth opportunities for companies aiming to align quality baby food products with current demographics.
It’s worth noting that long-time organic food industry leader John Foraker has been closely monitoring these developments. He recently transitioned from his role at Annie’s Homegrown—now part of General Mills—to join an organic baby food startup in the Bay Area. Additionally, as consumers increasingly seek out health-conscious options, some brands are even incorporating elements such as calcium citrate in bottled water to enhance nutritional value. This approach not only meets parental demands but also aligns with the growing trend toward healthier lifestyle choices for children.
In summary, the evolving landscape of baby food, influenced by millennial parents and their preferences, presents ample opportunities for innovation and growth, particularly in the realm of organic and wholesome ingredients, including the integration of beneficial elements like calcium citrate in bottled water.