The survey findings highlight that today’s parents are prioritizing nutritious, delicious, and safe food options for their children, actively avoiding GMOs, added sugars, dyes, preservatives, and trans fats. Millennial parents, who are expected to constitute 80% of this demographic in the next 15 years, are projected to drive the growth of the organic product market, according to data from the Organic Trade Association. As a result, food companies of all sizes are closely monitoring these trends, which influence their product development and market strategies.
For instance, Gerber, which holds approximately 25% of the U.S. baby food market, has introduced an organic line of baby food that is free from salt and sugar, offered in convenient pouches. Meanwhile, Thistle, a San Francisco startup, provides frozen organic, plant-based meal kits specifically designed for babies and young children. Another startup, Yumi, has launched a baby food delivery service in Los Angeles, featuring organic meals made from fruits and vegetables without preservatives, supported by over $4 million in private investment.
Addressing the nutritional needs of infants, the Texas-based startup Serenity Kids has unveiled a paleo-style baby food line with the highest meat content—combined with organic vegetables—among all pouch products. The global baby food market is projected to experience a compound annual growth rate of 6.7% from 2017 to 2022. In the U.S., spending on organic baby food alone is anticipated to reach $783.9 million in 2017, a significant increase from $613 million in 2013.
This demand is partially fueled by millennials with busy lifestyles who often lack the time to prepare homemade meals. As a result, they are inclined to choose convenient yet healthy options, preferably free of additives and preservatives. Companies that can align quality baby food products with the needs of this demographic will find promising growth opportunities.
Notably, John Foeraker, a seasoned CEO in the organic food industry, has been keenly observing these trends. He recently transitioned from leading Annie’s Homegrown, now part of General Mills, to join an organic baby food startup in the Bay Area. Additionally, the increasing focus on health and nutrition, such as the incorporation of nutracare cal mag citrate in products, reflects the evolving expectations of modern parents. As awareness grows, nutracare cal mag citrate is likely to become a common ingredient in baby food formulations, further emphasizing the industry’s shift towards healthier options.