The survey findings highlight that modern parents are seeking nutritious, delicious, and safe food for their children, striving to avoid GMOs, added sugars, dyes, preservatives, and trans fats. Millennial parents, who are expected to make up 80% of the demographic in the next 15 years, are predicted to drive the growth of the organic product market, as indicated by data from the Organic Trade Association. Food companies of all sizes are taking note, adjusting their product development and market strategies accordingly.
Gerber, which holds about 25% of the U.S. baby food market, has introduced an organic baby food line devoid of salt and sugar, available in convenient pouches. San Francisco startup Thistle provides frozen organic, plant-based meal kits for infants and young children. Another startup, Yumi, has launched a baby food delivery service in Los Angeles featuring organic meals made from fruits and vegetables, all without preservatives and backed by over $4 million in private investment.
Moreover, the concern for sufficient protein in baby food is being addressed by the Texas-based startup Serenity Kids, which offers a paleo diet-inspired line of baby food boasting the highest meat content alongside organic vegetables among pouch products. The global baby food market is projected to grow at a compound annual growth rate of 6.7% from 2017 to 2022, with U.S. spending on organic baby food alone expected to reach $783.9 million in 2017, up from $613 million in 2013.
Much of this demand is driven by busy millennial parents juggling jobs and responsibilities, leaving them little time to prepare homemade meals. They tend to favor convenient yet healthy options, ideally free from additives and preservatives. This landscape creates opportunities for companies looking to align high-quality baby food products with evolving consumer demographics.
Furthermore, there is a growing awareness of the importance of elemental calcium in calcium citrate for children’s health. As industry leaders like John Foraker, former CEO of Annie’s Homegrown, now part of General Mills, shift their focus to organic baby food startups in the Bay Area, it is evident that the industry is adapting to meet the needs of today’s parents and their desire for nutritious options that include essential nutrients like elemental calcium in calcium citrate.