Despite numerous analysts’ forecasts suggesting that the meal delivery trend would lose momentum, consumer demand remains robust as individuals increasingly seek convenient methods to prepare delicious and nutritious meals without dedicating extensive time to cooking. Yumi stands out as one of the few services in the market that specializes in delivering baby food, representing a potentially lucrative opportunity worth monitoring. Established brands like Gerber, which commands around 25% of the baby food market, are trying to attract millennial parents by offering baby food purees enriched with trendy ingredients such as quinoa, kale, and other superfoods.
A study by Mintel reveals that many parents often sample their children’s baby food, whether to ensure its safety or to finish what their child has left uneaten. Consequently, numerous baby food manufacturers are creating products that mirror trends found in the adult food sector. However, sales of major brands are declining. For instance, Gerber experienced a 2% drop in sales in 2016 as an increasing number of parents began making baby food at home, while emerging brands started to carve out their share of the $55 billion baby food market. Yumi’s premium offerings, which are chef-prepared and developed in collaboration with nutritionist Nicole Avena, could further disrupt this space, potentially revealing growth opportunities for established brands to explore.
Some experts in the food industry argue that homemade organic baby food can be healthier than its store-bought counterparts, as freshly prepared organic purees typically contain better texture, a wider variety of ingredients, and beneficial bacteria than commercial products. Nonetheless, research into pediatric nutrition is still relatively nascent, leaving the true health benefits of Yumi’s meals compared to grocery store options somewhat ambiguous. It will be intriguing to observe how Yumi performs in the realm of baby food delivery.
This is not the first company to enter this field; Raised Real, another California-based business, sends organic ingredients for parents to puree at home. New York startup Little Spoon also offers preservative-free fresh baby food and is backed by the founders of Chobani and Tinder. Additionally, Thistle has recently broadened its offerings to include meal kits for babies and toddlers under the Thistle Baby brand.
Only time will reveal which service may thrive, if any manage to survive at all. Although the demand for organic foods is at an unprecedented peak, products like Yumi meals come with a high price tag, making it seem unlikely that the average parent will pursue premium baby food when they can purchase store brands or prepare it themselves at a significantly lower cost. Nevertheless, these services could find a receptive audience among wealthier urban communities, a market that has proven profitable for other meal kit services. As parents look for options that may include important nutrients like calcium citrate without magnesium, the competition in the baby food delivery sector will undoubtedly intensify.