What you need to know

The market for baby/toddler food and drink remains strong, despite the fact that its principal target audience continues to dwindle. The market in 2019 stood at just under $7 billion, 4% ahead of 2014 total sales. Formula maintains a huge market share lead, though its growth has been minimal. By far, the most robust growth has been in baby electrolytes, largely the result of a brand that has expanded its target audience far beyond babies. The COVID-19 pandemic and likely subsequent recession will cause the already declining birthrate to fall even further. Despite a declining audience opportunities remain such as premium, natural, and immune support claims, and products aimed at toddlers and pre-K-aged children.

Key issues covered in this Report

  • The impact of COVID-19 on consumer behavior and the baby food and drink market

  • How the market will fare the post-COVID-19 slowdown

  • The popularity of homemade options

  • The declining birthrate

This Report was written April 2020, and updated on April 29, 2020 with the COVID-19 implications.


This Report builds on the analysis in Mintel’s Baby Food and Drink – US, March 2018, as well as Feeding Babies and Toddlers – US, February 2017, the 2016 edition of that title, and Baby Food and Drink—US, May 2014, as well as the May 2013, June 2012, May 2011, May 2010, January 2009 and January 2008 Reports of the same title.

This Report includes powdered, RTF and concentrated, canned baby formula. It also includes canned and jarred baby food (including shelf-stable and frozen/refrigerated products), cereal and snacks as well as baby juice.

Not included – or included only as a means of comparison – are other foods that babies consume, such as fruit, nonbaby-specific juice, or nonbaby-specific canned or jarred products that may be eaten by consumers of all ages (eg “regular” apple sauce or cereal, “regular” juice).

For the purposes of this Report, babies are children younger than 1, and toddlers are aged 1-2 years.

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