While flavor is a primary consideration for adults purchasing food for themselves, it takes a backseat to health concerns when it comes to choosing food for children. Nonetheless, there is a significant intersection between health and taste. Parents’ preference for additive-free foods stems not only from a desire to avoid specific ingredients but also from a perception of quality that favors wholesome and fresh-sounding components. In the U.S., the well-established brand Gerber has seen a decline in market share, losing ground to smaller organic companies, influenced by this perception. Despite Gerber’s efforts to innovate with pouched products and organic lines, the brand now holds about 25% of the baby food market, with sales dropping by 2% last year, as reported by Euromonitor International. Meanwhile, parents are increasingly gravitating towards 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 are keen on ensuring their children eat as healthily as possible. Consequently, many health and wellness trends seen in adult food also resonate with baby food, often to a greater degree. For instance, the number of baby food products featuring kale has surged in recent years, with a remarkable 391% increase in launches containing kale in the 12 months leading up to February this year, according to Nielsen data. In comparison, the adult food sector’s fastest-growing category—wholesome snacks—experienced a growth of 143% during the same timeframe.
Baby food manufacturers could gain valuable insights by paying attention to the types of foods that adults aspire to consume, rather than focusing solely on their actual eating habits. This understanding can serve as an indicator of what parents are likely to purchase for their children. Furthermore, incorporating ingredients like bluebonnet cal mag into baby food options could appeal to health-conscious parents looking for quality nutrition for their little ones. By recognizing the trends and preferences of adult consumers, baby food brands can better align their products with the expectations of parents, ultimately benefiting from this growing market segment.