Table of Contents
Scope and Themes
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- Definition
Executive Summary
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- Bottom line
- Sales are down in a $3.5 billion (FDM channel) market
- Toddler foods performing well
- “All natural” strikes a chord among moms
- Grocery sales sliding and Wal-Mart sales estimated to be $1.25 billion
- Mixed segment by segment sales performance in FDM channels
- Market led by pharmaceutical suppliers
- Still, a lot of room for toddler foods to grow
- Most babies have formula at some time
- The future of the baby food and drink market
Market Drivers
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- Baby food and drink sales confined by number of users
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- Figure 1: Number of children three and under in the U.S., 2001, 2006 and 2011
- Innovation targeting toddlers attempting to retain consumers
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- Figure 2: Reasons to use toddler foods, July 2006
- Interest in organic and all natural products
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- Figure 3: Numbers of new product launches with natural and organic positioning, 2004 and 2005
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- Figure 4: Cost comparison of organic & conventional baby foods reviewed, September 2006
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- Figure 5: Attributes deemed “very important” when choosing food/drinks for child under 3, July 2006
- Breastfeeding trends
- Growing number of Hispanic children and marketing to their parents
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- Figure 6: Hispanic origin, of any race, both sexes, 2001-11
Market Size and Trends
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- Market size
- FDM
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- Figure 7: U.S. retail FDM sales of baby food and drink, at current and constant prices, 2001-06
- Natural food stores
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- Figure 8: U.S. retail sales of baby food and drink in natural food stores, at current and constant prices, 2003-06*
- Wal-Mart estimate
- Market trends
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- Figure 9: New product releases of baby food and drink, 2000-06
Market Segmentation
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- Introduction
- FDM sales of baby food and drink
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- Figure 10: FDM sales of baby food and drink, segmented by type of product, 2004 and 2006
- Baby formula
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- Figure 11: FDM sales of baby formula, at current and constant prices, 2001-06
- Powder baby formula
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- Figure 12: FDM sales of powder baby formula, at current and constant prices, 2001-06
- Liquid concentrate baby formula
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- Figure 13: FDM sales of liquid concentrate baby formula, at current and constant prices, 2001-06
- RTD baby formula
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- Figure 14: FDM sales of RTD baby formula, at current and constant prices, 2001-06
- Baby food/snacks
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- Figure 15: FDM sales of baby food/snacks, at current and constant prices, 2001-06
- Baby electrolytes
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- Figure 16: FDM sales of baby electrolytes, at current and constant prices, 2001-06
- Baby juice
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- Figure 17: FDM sales of baby juice, at current and constant prices, 2001-06
Supply Structure
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- Companies and brand sales
- Overview
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- Figure 18: Manufacturer FDM sales of baby food and drink in the U.S., 2004 and 2006*
- Powdered baby formula brand sales
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- Figure 19: Manufacturer FDM brand sales of powder baby formula in the U.S., 2004 and 2006*
- Liquid concentrate brand sales
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- Figure 20: Manufacturer FDM brand sales of liquid concentrate baby formula in the U.S., 2004 and 2006*
- RTD baby formula brand sales
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- Figure 21: Manufacturer FDM brand sales of RTD baby formula in the U.S., 2004 and 2006*
- Baby food/snack brand sales
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- Figure 22: Manufacturer FDM brand sales of baby food/snacks in the U.S., 2004 and 2006*
- Baby electrolyte brand sales
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- Figure 23: Manufacturer FDM brand sales of baby electrolytes in the U.S., 2004 and 2006*
- Baby juice brand sales
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- Figure 24: Manufacturer FDM brand sales of baby juice in the U.S., 2004 and 2006*
- Major manufacturer profiles
- Mead Johnson Nutrition (Bristol-Myers Squibb)
- Ross Products Division (Abbott Laboratories)
- Gerber Products Co. (Novartis)
- Nestlé USA
Advertising and Promotion
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- Introduction
- Mead Johnson Nutrition
- Ross Labs
- Gerber Products
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- Figure 25: Ad for Gerber, 300 millionth American, 2006
- Figure 26: Ad for Gerber, “No one babies their food like Gerber,” 2006
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- Figure 27: Ad for Gerber, “Do you know where your baby food is from?” 2006
- Nestlé USA
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- Figure 28: Ad for Nestlé Good Start, Holiday time, 2006
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- Figure 29: Ad for Nestlé Good Start, Mother’s Day, 2006
Retail Distribution
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- Overview
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- Figure 30: U.S. FDM sales of baby food and drink, by channel, 2004 and 2006*
- Supermarkets
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- Figure 31: U.S. supermarket sales of baby food and drink, at current and constant prices, 2001-06
- Mass merchandisers
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- Figure 32: U.S. mass merchandiser sales of baby food and drink, at current and constant prices, 2001-06
- Drug stores
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- Figure 33: U.S. drug store sales of baby food and drink, at current and constant prices, 2001-06
The Consumer
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- Introduction
- Summary
- Household penetration of baby food and drink
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- Figure 34: Incidence of baby food and drink usage in baby and toddler households, January 2005-September 2005
- Household penetration by brand
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- Figure 35: Brands of baby food and drink used, January-September 2005
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- Figure 36: Brands of baby food and drink used, by age of children in HH, January-September 2005
- Feeding habits—breastfeeding versus formula
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- Figure 37: Feeding habits, breastmilk and/or formula, July 2006
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- Figure 38: Feeding habits, breastmilk and/or formula, by household income, July 2006
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- Figure 39: Feeding habits, breastmilk and/or formula, by employment, July 2006
- Moms name their most influential sources for information on feeding
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- Figure 40: Sources of information about baby nutrition, July 2006
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- Figure 41: Sources of information about baby nutrition, by age, July 2006
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- Figure 42: Sources of information about baby nutrition, by employment, July 2006
- Mom’s personal nutrition habits during pregnancy and breastfeeding
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- Figure 43: Mom’s personal nutrition habits while pregnant or nursing, July 2006
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- Figure 44: Mom’s personal nutrition habits while pregnant or nursing, by employment, July 2006
- Toddler nutrition
- Types of foods toddlers are fed
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- Figure 45: How toddlers are/will be fed, “toddler foods” and/or “adult foods,” July 2006
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- Figure 46: How toddlers are/will be fed, “toddler foods” and/or “adult foods,” by age, July 2006
- Why moms buy toddler foods
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- Figure 47: Reasons toddler foods are used, July 2006
- Attributes moms value in nutrition for their children
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- Figure 48: Attributes moms believe are important for toddler nutrition, July 2006
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- Figure 49: Attributes moms believe are important for toddler nutrition, by age of mom, July 2006
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- Figure 50: Important attributes of toddler nutrition, by employment, July 2006
- Brand by brand analysis of baby market brands
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- Figure 51: Relationship between brands of baby formula, diapers and baby bath product, and brand of baby food used, January-September 2005
Future and Forecast
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- Future trends
- Lack of growth in number of women in “prime” childbearing years
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- Figure 52: U.S. female population projections, by age, 2001-11
- Market players to keep a close eye on organic baby food opportunity
- Marketing to grandparents
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- Figure 53: Who looks after kids when parents are away, September 2005
- Trend to address obesity epidemic earlier
- Market forecast
- Baby food and drink
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- Figure 54: Forecast of U.S. FDM sales of baby food and drink, at current and constant prices, 2006-11
- Baby formula
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- Figure 55: Forecast of U.S. FDM sales of baby formula, at current and constant prices, 2006-11
- Powder baby formula
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- Figure 56: Forecast of U.S. FDM sales of powder baby formula, at current and constant prices, 2006-11
- Liquid concentrate baby formula
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- Figure 57: Forecast of U.S. FDM sales of liquid concentrate baby formula, at current and constant prices, 2006-11
- RTD baby formula
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- Figure 58: Forecast of U.S. FDM sales of RTD baby formula, at current and constant prices, 2006-11
- Baby food and snacks
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- Figure 59: Forecast of U.S. FDM sales of baby food and snacks, at current and constant prices, 2006-11
- Baby electrolytes
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- Figure 60: Forecast of U.S. FDM sales of baby electrolytes, at current and constant prices, 2006-11
- Baby juice
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- Figure 61: Forecast of U.S. FDM sales of baby juice, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
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- Gerber: Gerber Graduates Peach Puffs
- Giant Eagle: Giant Eagle Nature’s Basket Organic Applesauce
- Gerber: Graduates For Toddlers Lil’ Entrees
- Ross Products: Similac Organic Infant Formula
- Ross Products: Similac Advance Infant Formula Singles Powder Packets
- Mead Johnson Nutritionals: Enfamil with Iron
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