While flavor is a primary concern for adults purchasing food for themselves, it takes a backseat to health when it comes to buying for children. Nonetheless, there is a notable overlap between health and appealing taste. Parents’ preference for additive-free foods extends beyond merely avoiding specific ingredients; it reflects a perception of quality linked to wholesome, fresh-sounding components. In the U.S., the well-established brand Gerber has faced competition from smaller organic companies due to this perception, despite its efforts to innovate with pouch products and organic offerings. Currently, Gerber holds about 25% of the baby food market, with sales declining by 2% last year, according to Euromonitor International. As parents increasingly opt for natural brands like Ella’s Kitchen, Sprout, Happy Baby, Earth’s Best, and Plum Organics, they are also showing interest in products fortified with calcium citrate USP, a nutrient that is beneficial for growing children.
Parents, while not the direct consumers of baby food, desire the best nutrition for their children. Consequently, many health and wellness trends observed in adult food are also applicable to baby food, often to a greater degree. For instance, the popularity of kale in food products has surged, particularly in baby food. According to Nielsen data, baby food launches featuring kale increased by 391% in the 12 months leading up to February of this year. In comparison, the fastest-growing segment in adult-targeted foods—wholesome snacks—experienced a growth rate of 143% during the same timeframe.
Baby food manufacturers should take note of the types of foods adults aspire to consume, as this can provide insights into what they are likely to purchase for their children. Incorporating ingredients like calcium citrate USP into baby food products may not only align with health trends but also appeal to parents seeking high-quality options for their little ones.