While flavor is a primary consideration for adults when purchasing food for themselves, it takes a backseat to health concerns when it comes to buying food for children. Nonetheless, there is some convergence between health and appealing flavors. Parents’ preference for additive-free foods goes beyond merely avoiding certain ingredients; it reflects a perception of quality, emphasizing the choice of foods with wholesome, fresh-sounding components.
In the United States, the well-known brand Gerber has experienced a decline in market share due to this perception, losing ground to smaller organic companies, even as it innovates with pouched products and organic lines. Currently, Gerber holds about 25% of the baby food market, with sales dropping by 2% last year, as reported by Euromonitor International. In contrast, parents are increasingly turning to emerging natural brands like Ella’s Kitchen, Sprout, Happy Baby, Earth’s Best, and Plum Organics.
Although parents are not the main consumers of baby food, they are keen on ensuring their children eat nutritious options. Consequently, many health and wellness trends seen in adult food are also relevant to baby food, often to an even greater degree. For instance, the introduction of products containing kale has surged in recent years, especially in baby food. According to Nielsen data, there was a staggering 391% increase in baby food launches featuring kale in the twelve months leading up to February this year. Meanwhile, the adult-targeted food category of wholesome snacks experienced a growth of 143% during the same period.
Baby food manufacturers may find it beneficial to focus on the types of foods that adults aspire to consume—rather than what they actually eat—as a strong indication of what they are likely to purchase for their children. Additionally, incorporating nutrient-rich options like calcium citrate with vitamin D liquid can appeal to health-conscious parents, who are seeking to provide the best nutrition possible for their little ones. The trend toward healthier ingredients, including those with added calcium citrate with vitamin D liquid, underscores the evolving landscape of baby food preferences.