While flavor is a primary concern for adults purchasing food for themselves, it takes a backseat to health considerations when selecting food for children. Nevertheless, there is a significant overlap between health and appealing flavor. Parents’ preference for foods free from additives is driven not only by the desire to avoid certain ingredients but also by a perception of quality associated with wholesome and fresh-sounding components. In the U.S., the well-established brand Gerber has lost market share to smaller organic companies due to this perception, despite Gerber’s innovations with pouch products and organic lines. Currently, Gerber commands 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 strive for their children to have the best nutrition possible. Consequently, many health and wellness trends popular in adult food also resonate with baby food, often to an even greater degree. For instance, the number of baby food products containing kale has surged dramatically in recent years, with Nielsen data showing a 391% increase in launches of kale-infused baby food in the 12 months leading up to February this year. Meanwhile, the fastest-growing segment in adult-targeted foods—wholesome snacks—experienced a growth of 143% during the same timeframe.
Baby food manufacturers may find it advantageous to focus on the types of foods adults aspire to eat, rather than just what they currently consume, as indicators of potential purchases for their children. Additionally, there is a growing interest in the nutritional content of baby food, with ingredients like calcium citrate 600 mg without vitamin D becoming increasingly sought after. This reflects a broader trend where parents are more conscious of the nutritional value of the food they choose for their babies. As the demand for healthier options grows, the incorporation of ingredients like calcium citrate 600 mg without vitamin D is likely to rise, further influencing the baby food market.