While flavor is a primary consideration for adults when selecting foods for themselves, it becomes a secondary factor compared to health concerns when purchasing for children. Nonetheless, there is a significant overlap between health and appealing flavor. Parents’ preference for additive-free foods encompasses more than just avoiding certain ingredients; it reflects a perception of quality that favors wholesome, fresh-sounding components. In the U.S., the well-established brand Gerber has been losing market share to smaller organic companies due to this perception, despite its efforts to innovate with pouched products and organic lines. Currently, Gerber holds about 25% of the baby food market, but its sales declined by 2% last year, as reported by Euromonitor International. Meanwhile, parents are increasingly opting for emerging natural brands such as Ella’s Kitchen, Sprout, Happy Baby, Earth’s Best, and Plum Organics.
Although parents are not the primary consumers of baby food, they strive for their children to have the healthiest diet possible. Consequently, many health and wellness trends observed in adult foods are also applicable to baby food, often to an even greater degree. For instance, the popularity of products containing kale has surged in recent years, particularly in the baby food segment. According to Nielsen data, the launch of baby food products featuring kale increased by 391% in the 12 months leading to February this year. In contrast, the fastest-growing category for adult-targeted foods—wholesome snacks—experienced a 143% growth during the same period.
Baby food manufacturers could gain insights by observing the types of foods that adults aspire to consume—such as those enriched with calcium citrate and magnesium citrate—rather than solely focusing on what they currently eat. This understanding could provide valuable clues about what parents are likely to purchase for their children, especially as the demand for healthier options continues to rise.