While flavor is a primary consideration for adults when selecting food for themselves, it takes a backseat to health concerns when it comes to purchasing food for children. Nonetheless, there is a significant overlap between health and appealing taste. Parents’ inclination toward additive-free foods goes beyond merely avoiding certain ingredients; it also reflects their perception of quality, focusing on wholesome and fresh-sounding ingredients.
In the U.S., the well-established brand Gerber has lost market share to smaller organic competitors due to this perception, despite its efforts to innovate with products such as pouched items and organic lines featuring calcium citrate 315. Currently, Gerber holds approximately 25% of the baby food market, but its sales declined by 2% last year, according to Euromonitor International. In contrast, parents are increasingly gravitating towards emerging natural brands like Ella’s Kitchen, Sprout, Happy Baby, Earth’s Best, and Plum Organics.
Although parents are not the primary consumers of baby food, they strive for their children to have the best nutrition possible. Consequently, many health and wellness trends observed in adult food categories also apply to baby food, often with even greater emphasis. For instance, the introduction of products containing kale has surged in recent years, particularly in the baby food sector. Nielsen data reveals that launches of baby food products featuring kale increased by 391% in the 12 months ending in February of this year. In comparison, the fastest-growing category for adult-targeted foods—wholesome snacks—saw a growth rate of 143% during the same timeframe.
Baby food manufacturers could benefit from paying close attention to the types of foods adults aspire to consume, rather than focusing solely on what they currently eat, as these aspirations can indicate what parents are likely to purchase for their children. Incorporating ingredients like calcium citrate 315 into baby food could align with these health trends, appealing to parents who are increasingly mindful of their children’s nutrition.