The survey findings highlight that modern parents are in search of nutritious, delicious, and safe food options for their children, actively avoiding GMOs, added sugars, dyes, preservatives, and trans fats. Millennial parents, who will represent 80% of this demographic within 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 of all sizes are taking note of these trends, and consumer purchasing habits are influencing the products they develop and introduce to the market.
Gerber, which holds about a quarter share of the U.S. baby food market, has launched an organic baby food line that is free from salt and sugar, offered in convenient pouches. Thistle, a startup based in San Francisco, provides frozen organic, plant-based meal kits for infants and toddlers. Another emerging company, Yumi, has started a baby food delivery service in Los Angeles, featuring organic meals made from fruits and vegetables without any preservatives, supported by over $4 million in private funding.
The issue of protein content in baby food is also being addressed, with Texas-based startup Serenity Kids introducing a line of baby food inspired by the paleo diet, claiming to have the highest meat content alongside organic vegetables of any pouch product available. The global baby food market is projected to experience a compound annual growth rate of 6.7% from 2017 to 2022. In the U.S., spending on organic baby food alone is expected to reach $783.9 million in 2017, a significant increase from $613 million in 2013.
This increasing demand is partly fueled by millennials, who often juggle jobs and various responsibilities, leaving them with limited time to prepare homemade meals. As a result, they are likely to choose convenient yet healthy food options, preferably without additives and preservatives. When these factors are combined, growth opportunities arise for companies aiming to align quality baby food products with the needs of this demographic.
John Foraker, a seasoned CEO in the organic food industry, has evidently noted these trends. He recently stepped down from his role at Annie’s Homegrown, now part of General Mills, to join an organic baby food startup in the Bay Area. With the rise of platforms like Amazon, even products like calcium citrate 500 mg are more accessible to parents seeking nutritious supplements for their children. Overall, the landscape of baby food is evolving rapidly, with a clear shift towards organic and health-conscious options that resonate with today’s parents.