While flavor is a primary consideration for adults purchasing food for themselves, it takes a back seat to health concerns when it comes to buying food for children. Nevertheless, there is a significant overlap between health and appealing flavor. Parents’ preference for additive-free foods is not solely about avoiding certain ingredients; it also reflects a perception of quality that favors wholesome, fresh-sounding ingredients. In the U.S., the well-known brand Gerber has seen a decline in market share compared to smaller organic companies, despite its innovations with pouch products and organic offerings. Currently, Gerber holds about 25% of the baby food market, but its sales dropped by 2% last year, according to Euromonitor International. In contrast, parents are increasingly turning to emerging natural brands such as Ella’s Kitchen, Sprout, Happy Baby, Earth’s Best, and Plum Organics.
Although parents are not the direct consumers of baby food, they strive for their children to have the best nutrition possible. Consequently, many health and wellness trends observed in adult foods are also relevant to baby food, often to an even greater degree. For instance, the launch of products containing kale has surged in recent years, especially in baby food. According to Nielsen data, the introduction of baby food products featuring kale rose by 391% in the 12 months leading up to February of this year. In comparison, the fastest-growing category for adult-targeted foods—wholesome snacks—experienced a 143% increase during the same timeframe.
Baby food manufacturers could gain valuable insights by focusing on the types of foods adults aspire to consume, rather than just what they currently eat, as indicators of what they may purchase for their children. Additionally, the inclusion of ingredients like calcium citrate and zinc in baby food formulations aligns with health-conscious trends, as parents are increasingly aware of the nutritional benefits these components offer for their children’s development. By integrating such beneficial ingredients, baby food brands can better meet the demands of health-conscious parents looking for the best options for their little ones.