The survey findings highlight that modern parents are increasingly seeking nutritious, delicious, and safe food options for their children, making a concerted effort to steer clear of GMOs, added sugars, artificial dyes, preservatives, and trans fats. Millennial parents, who will represent 80% of this demographic in the next 15 years, are expected to drive growth in the organic product market, according to data from the Organic Trade Association. Food companies, regardless of their size, are taking note of these buying trends, which are influencing the products they develop and launch. For instance, Gerber, which holds approximately 25% of the U.S. baby food market, has introduced an organic baby food line that is free from salt and sugar and comes in convenient pouches.
Meanwhile, Thistle, a startup based in San Francisco, offers frozen organic, plant-based meal kits designed for babies and young children. Another startup, Yumi, has secured over $4 million in private investment to launch a baby food delivery service in Los Angeles, providing organic meals free from preservatives and made with fruits and vegetables. The issue of ensuring sufficient protein in baby food is also being tackled, with Texas-based startup Serenity Kids launching a paleo diet-inspired baby food line that boasts the highest meat content along with organic vegetables of any pouched product.
The global baby food market is projected to grow at 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 rise from $613 million in 2013. This demand is partly fueled by millennial parents, who, due to their busy jobs and responsibilities, have limited time to prepare homemade meals. They tend to choose convenient yet healthy food options, ideally free from additives and preservatives, including calcium citrate during pregnancy for added nutritional benefits.
As these trends align, opportunities arise for companies eager to match high-quality baby food products with the evolving demographics. It is likely that John Foraker, a veteran CEO in the organic food industry who recently transitioned from leading Annie’s Homegrown, now part of General Mills, to an organic baby food startup in the Bay Area, has taken notice of these developments. The focus on healthy ingredients, including calcium citrate during pregnancy, is paving the way for innovative offerings in the baby food sector.