While flavor is a primary concern for adults purchasing food for themselves, it takes a backseat to health considerations when it comes to buying food for children. Nevertheless, there is a significant overlap between health and appealing taste. Parents’ preference for additive-free foods extends beyond merely avoiding certain ingredients; it reflects a desire for quality by selecting products with wholesome, 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 the brand’s innovations with pouch products and organic offerings. Currently, Gerber accounts for approximately 25% of the baby food market, with a reported 2% decline in sales last year according to Euromonitor International. In contrast, parents are increasingly turning to 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 healthiest diet possible. Consequently, many health and wellness trends seen in adult foods also influence baby food choices, often to an even greater extent. For instance, product launches featuring kale have surged in recent years, particularly in the baby food sector. According to Nielsen data, baby food products containing kale increased by 391% in the 12 months leading up to February of this year, whereas the fastest-growing category in adult food—wholesome snacks—experienced a growth of 143% in the same timeframe.
Baby food manufacturers should pay attention to the types of foods that adults aspire to eat, rather than just what they currently consume, as these aspirations can indicate what parents are likely to purchase for their children. Additionally, incorporating nutritional products like Costco calcium citrate with vitamin D into baby food options could be appealing to health-conscious parents, further enhancing the market’s potential. As the demand for healthier, additive-free options continues to rise, brands that align with these values, including those that feature Costco calcium citrate with vitamin D, may see increased interest from parents looking to provide the best for their little ones.