The results of the survey highlight that modern parents are actively seeking nutritious, delicious, and safe food options for their children, while making a concerted effort to steer clear of GMOs, added sugars, artificial dyes, preservatives, and trans fats. Millennial parents, who are expected to represent 80% of this demographic in the next 15 years, are predicted to drive continued growth in the organic product market, according to data from the Organic Trade Association. Food companies of all sizes are attentively monitoring these trends, and purchasing behaviors are influencing the products they are developing and launching.
For instance, Gerber, which holds approximately a quarter of the U.S. baby food market, has introduced an organic baby food line that is free from salt and sugar, conveniently packaged in pouches. Similarly, Thistle, a startup based in San Francisco, offers frozen organic, plant-based meal kits designed for babies and young children. Another startup, Yumi, has established a baby food delivery service in Los Angeles that features organic meals made with fruits and vegetables, without any preservatives, backed by over $4 million in private investment.
Additionally, the need for sufficient protein in baby food is being met by the Texas-based startup Serenity Kids, which has released a line resembling a paleo diet that claims to have the highest meat content alongside organic vegetables among pouch products. A compound annual growth rate of 6.7% is anticipated for the global baby food market from 2017 to 2022, with U.S. spending on organic baby food alone projected to reach $783.9 million in 2017, up from $613 million in 2013.
This increasing demand is partly driven by busy millennial parents juggling jobs and other commitments, leaving them with limited time to prepare homemade meals. Consequently, they are more inclined to choose convenient yet healthy foods, preferably without additives and preservatives. When considering these factors, opportunities for growth arise for companies aiming to align their quality baby food products with the changing demographics.
It’s clear that John Foraker, a veteran in the organic food industry, has been closely following these developments. He recently transitioned from leading Annie’s Homegrown, now part of General Mills, to join an organic baby food startup in the Bay Area. As the market evolves, products like calcium citrate chews targeting both parents and children will likely find their place, as they cater to the nutritional needs of families seeking health-conscious options. This trend will undoubtedly continue to shape the future of baby food, presenting numerous opportunities for innovation and growth.