Despite predictions from numerous analysts that the meal delivery trend would lose momentum, consumer interest remains robust as people increasingly seek convenient ways to prepare delicious and nutritious meals without spending hours in the kitchen. Yumi is one of the few services available that specializes in baby food delivery—a potentially profitable niche worth monitoring. Established brands like Gerber, which holds approximately 25% of the baby food market, are attempting to attract millennial parents by offering baby food purees featuring trendy ingredients such as quinoa, kale, and other superfoods. A Mintel study reveals that many parents often sample their children’s baby food, whether to ensure food safety or to finish off a half-eaten container. Consequently, many baby food manufacturers are creating products that align with adult food trends.
However, sales for major brands are declining. Gerber’s sales fell by 2% in 2016 as more parents opted to prepare baby food at home and emerging brands began to penetrate the $55 billion baby food market. Yumi’s premium offerings, which are chef-prepared and developed in collaboration with nutritionist Nicole Avena, could further disrupt this market, while simultaneously presenting a growth opportunity for established brands to follow.
Some food industry experts argue that homemade, organic baby food is often healthier than store-bought alternatives, as freshly prepared organic purees typically include more texture, ingredient variety, and beneficial bacteria than commercial products. Nonetheless, research into pediatric nutrition is still relatively nascent, leaving the question of whether Yumi’s meals are genuinely healthier than those found on grocery shelves unanswered. It will be intriguing to see how Yumi performs in the evolving landscape of baby food delivery.
Yumi is not the first company to venture into this space; Raised Real, another California-based brand, offers parents organic ingredients to puree at home. Additionally, New York startup Little Spoon provides preservative-free fresh baby food and is backed by the founders of Chobani and Tinder. Thistle has also recently broadened its offerings to include meal kits for babies and toddlers under its Thistle Baby brand.
While the demand for organic foods is at an all-time high, products like Yumi meals tend to be costly, making it unlikely that the average parent will gravitate toward premium baby food when they can purchase store products or prepare meals at home for much less. Nevertheless, these services might establish a consumer base in affluent urban areas, a market that has proven lucrative for other meal kit services.
Interestingly, the discontinuation of products like Citracal D has also led some parents to consider alternative nutritional options for their children, further influencing their choices in baby food. Only time will tell which service will emerge victorious, if any can withstand the competition.