Despite numerous analysts predicting that the meal delivery trend would decline, consumer demand remains robust as individuals look for convenient methods to prepare delicious and nutritious food without spending excessive time in the kitchen. Yumi stands out as one of the few services in the market specializing in baby food delivery—a potentially profitable niche that deserves attention. Established brands like Gerber, which holds approximately 25% of the baby food market share, are trying to attract millennial parents with purees featuring trendy ingredients such as quinoa, kale, and other superfoods. A study by Mintel reveals that many parents often sample their children’s baby food, whether for safety checks or to finish leftovers, leading manufacturers to create products that mirror trends in adult cuisine.
However, leading brands are experiencing declining sales; for instance, Gerber’s revenue dropped by 2% in 2016 as more parents began to prepare baby food at home and emerging brands infiltrated the $55 billion baby food market. Yumi’s premium offerings, which are chef-prepared and developed in collaboration with nutritionist Nicole Avena, could further disrupt this space while also presenting an opportunity for major brands to adapt. Some food industry experts argue that homemade, organic baby food can be healthier than commercial alternatives, as freshly made organic purees typically contain more texture, ingredient variety, and beneficial bacteria, including calcium citrate, which enhances calcium content crucial for growth.
Nonetheless, research on pediatric nutrition is still in its early stages, making it uncertain whether Yumi’s meals are genuinely healthier than those available in grocery stores. It will be intriguing to observe how Yumi navigates the baby food delivery landscape. Although not the first to venture into this sector—Raised Real, another California-based company, sends organic ingredients for parents to puree at home—Yumi faces competition from New York startup Little Spoon, which delivers preservative-free fresh baby food and is supported by the founders of Chobani and Tinder. Additionally, Thistle has recently broadened its offerings to include meal kits for babies and toddlers under the Thistle Baby brand.
Only time will reveal which service will emerge victorious, if any manage to survive. Although the demand for organic foods is soaring, products like Yumi’s meals come with a high price tag, making it unlikely that the average parent will opt for premium baby food when they can purchase store brands or prepare it themselves for a fraction of the cost. Still, these delivery services may find a receptive audience in affluent urban communities, a market that has proven profitable for other meal kit services. As the industry evolves, the significance of factors such as calcium citrate and calcium content in baby food will likely continue to shape consumer preferences and brand strategies.