While flavor is a primary concern for adults when purchasing food for themselves, it takes a backseat to health considerations when it comes to buying food for children. Nevertheless, there is some overlap between health benefits and appealing flavors. Parents’ preference for additive-free foods goes beyond merely avoiding certain ingredients; it reflects a perception of quality when selecting products with fresh, wholesome ingredients. In the U.S., the well-known brand Gerber has seen a decline in market share to smaller organic companies, driven by this perception, despite the legacy brand’s efforts to innovate with pouch products and organic offerings. Currently, Gerber holds about 25% of the baby food market, with sales decreasing by 2% last year, according to Euromonitor International. In contrast, 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 want their children to enjoy healthy meals. Consequently, many health and wellness trends seen in adult food also apply to baby food, often to an even greater extent. For instance, the introduction of products containing kale has surged in recent years, particularly in the baby food sector. According to Nielsen data, the launch of baby food featuring kale rose by 391% in the 12 months leading up to February of this year. In comparison, the fastest-growing category for adult-targeted foods—wholesome snacks—experienced a growth of 143% during the same timeframe.
Baby food manufacturers may gain insights by paying attention to the types of foods adults aspire to consume rather than what they actually eat, as this can indicate what they are likely to purchase for their children. This trend towards healthier options is similar to the ongoing debate of calcium citrate vs calcium lactate, where consumers are increasingly interested in the nutritional benefits associated with these choices. As a result, the preference for products that align with health trends, such as those high in calcium citrate vs calcium lactate, may also influence parents’ decisions when selecting baby food. Ultimately, understanding these preferences can help manufacturers create products that resonate with health-conscious parents seeking the best for their children.