“Modern Parents Prioritize Nutritious Baby Food: Trends Driving Growth in Organic Market”
The survey findings highlight that modern parents are prioritizing nutritious, flavorful, and safe food options for their children, actively avoiding GMOs, added sugars, dyes, preservatives, and trans fats. Millennial parents, who are projected to represent 80% of this demographic within the next 15 years, are expected to continue driving growth in the organic product market, as indicated by data from the Organic Trade Association.
Food companies of all sizes are taking note of these trends, adjusting their product development and marketing strategies accordingly. For instance, Gerber, which holds approximately 25% of the U.S. baby food market, has introduced an organic baby food line that is free from salt and sugar, conveniently packaged in pouches. Meanwhile, Thistle, a startup based in San Francisco, provides frozen organic, plant-based meal kits tailored for babies and young children. Another startup, Yumi, has launched a baby food delivery service in Los Angeles, supported by over $4 million in private investment, featuring organic meals crafted from fruits and vegetables, all without preservatives.
Addressing the need for adequate protein in baby food, Texas-based startup Serenity Kids has released a line resembling a paleo diet, boasting the highest meat content—combined with organic vegetables—of any pouch product available. The global baby food market is projected to grow at a compound annual growth rate of 6.7% from 2017 to 2022. In the U.S., organic baby food spending alone is anticipated to reach $783.9 million in 2017, a rise from $613 million in 2013.
Much of this demand is fueled by busy millennial parents juggling jobs and various responsibilities, leaving them with limited time to prepare homemade meals. As a result, they are inclined to choose convenient yet healthy food options, preferably free from additives and preservatives.
By recognizing these trends, companies have the opportunity to align high-quality baby food products with the needs of this demographic. For instance, incorporating ingredients like calcium citrate, known for being easy to swallow, can enhance product appeal. It’s a reasonable assumption that seasoned organic food industry leader John Foraker is well aware of these developments. He recently transitioned from leading Annie’s Homegrown—now part of General Mills—to join an organic baby food startup in the Bay Area, likely anticipating the increased demand for nutritious, easy-to-swallow options like those containing calcium citrate.
