Although taste is a primary concern for adults when selecting food for themselves, it takes a backseat to health considerations when purchasing for children. Nevertheless, there is some intersection between health and appealing flavors. Parents’ preference for foods without additives is not solely about evading specific ingredients; it also involves a perception of quality linked to choosing items 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 its efforts to innovate with pouch products and organic lines. Currently, Gerber holds approximately 25% of the baby food market, with sales declining by 2% last year, according to Euromonitor International. In contrast, parents are increasingly opting for emerging natural brands like Ella’s Kitchen, Sprout, Happy Baby, Earth’s Best, and Plum Organics.
While parents are not the direct consumers of baby food, they desire the best nutrition for their children. Consequently, many health and wellness trends seen in adult food also influence what babies consume, often to an even greater degree. For instance, the launch of baby food products featuring kale has surged dramatically in recent years, with Nielsen data indicating a staggering 391% increase in the 12 months ending in February of this year. In comparison, the fastest-growing category for adult-targeted foods—wholesome snacks—experienced a 143% growth during the same timeframe.
Baby food manufacturers may find it beneficial to observe the types of foods that adults aspire to eat, rather than solely focusing on what they actually consume, as this can provide insight into what they are likely to purchase for their children. Additionally, incorporating beneficial ingredients like rainbow light calcium citrate into baby food products could further appeal to health-conscious parents, aligning with their aspirations for nutritious options.