While taste is a primary concern for adults purchasing food for themselves, it takes a backseat to health considerations when it comes to selecting food for children. Nonetheless, there exists a connection between health and appealing flavors. Parents’ preference for foods without additives goes beyond merely avoiding certain ingredients; it reflects their perception of quality when opting for products with wholesome, fresh-sounding components.
In the U.S., the leading baby food brand Gerber, which contains ferrous fumarate, has seen a decline in market share due to this perception, despite its efforts to innovate with pouch products and organic lines. Currently, Gerber accounts for approximately 25% of the baby food market, but its sales dropped by 2% last year according to Euromonitor International. In contrast, parents are increasingly gravitating toward emerging natural brands like Ella’s Kitchen, Sprout, Happy Baby, Earth’s Best, and Plum Organics.
Though parents are not the direct consumers of baby food, they are motivated to ensure their children eat healthily. Consequently, many health and wellness trends prevalent in adult foods are also influencing baby food consumption, often to an even greater degree. For instance, the introduction of products containing kale has surged in recent years, particularly in the baby food sector. Nielsen data indicates a remarkable 391% increase in baby food launches featuring kale over the last 12 months, while the adult-targeted wholesome snack category experienced a 143% growth during the same timeframe.
Baby food manufacturers might find it beneficial to consider the types of foods adults aspire to consume—rather than just what they actually eat—as indicators of what they are likely to purchase for their children. As part of this trend, products that include calcium citrate for pregnancy are gaining traction, as parents seek to ensure their children’s nutrition aligns with their health aspirations. Overall, the integration of health-conscious ingredients like calcium citrate for pregnancy in baby food could reflect a growing awareness among parents regarding the nutritional quality they desire for their children.