Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Market size and sales data for this report
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The bottom line—a bland market
- Three companies control 90% of FDM market
- Formula is a two-brand market—for now
- Sales of baby food actually decline for two big brands, while the organic one rises
- Advertising is traditional, but online bulletin boards and the like are causing a seismic shift in moms’ attentions
- Channels sales rise fastest outside FDM
- Consumer highlights—trust and convenience, convenience and trust
Fast Forward Trends
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- Hyper-Parenting
- Parents and kids—who's controlling who?
- Status anxiety
- Types of mom
- New product trends from Mintel’s GNPD
- Organic and Kosher-certified
- Packaging also plays a role: focusing on convenience
- Over-optioned consumer
- Too many or just too clouded?
- Target to type
Market Drivers and Future Trends
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- Increasing growth in number of young children—but not babies and toddlers
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- Figure 1: U.S. population projections, by age groups, 2002-12
- The debate rages over the value of organic and all-natural
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- Figure 2: Cost comparison of organic & conventional baby foods reviewed, September 2006
- Increased interest in fortified nutrition and homestyle products
- Internet challenging conventional wisdom
- Convenience trumps taste
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- Figure 3: Reasons toddler foods are used, December 2007
Market Size and Trends
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- Market size
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- Figure 4: FDM sales of baby food and drink, at current and constant prices, 2002-07
- Market trends
- Organics
- Frozen
- Independent homemade foods
- Fortified choices
Market Segmentation
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- Introduction
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- Figure 5: FDM sales of baby food and drink, segmented by type, 2005 and 2007
- Baby formula
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- Figure 6: FDM sales of baby formula, at current and constant prices, 2002-07
- Baby food/snacks
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- Figure 7: FDM sales of baby food/snacks, at current and constant prices, 2002-07
- Baby electrolytes
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- Figure 8: FDM sales of baby electrolytes, at current and constant prices, 2002-07
- Baby juice
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- Figure 9: FDM sales of baby juice, at current and constant prices, 2002-07
Supply Structure
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- Overview
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- Figure 10: Manufacturer and brand FDM sales of baby food and drink, 2005 and 2007
- Baby formula
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- Figure 11: Manufacturer and brand FDM sales of baby formula, 2005 and 2007
- Baby food
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- Figure 12: Manufacturer and brand FDM sales of baby food, 2005 and 2007
- Earth’s Best Organic
- Gerber
- Tastybaby
- HappyBaby
- Baby juice
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- Figure 13: Manufacturer and brand FDM sales of baby juice, 2005 and 2007
- Baby electrolytes
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- Figure 14: Manufacturer and brand FDM sales of baby electrolytes, 2005 and 2007
Advertising and Promotion
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- Traditional formats
- Partnering and panels
- Maternity ward marketing
- Company activity
- Safeway
- Safeway O Organics – organic baby food
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- Figure 15: O Organics, 2007
- Gerber
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- Figure 16: Gerber Baby Fruit Puree, 2007
- Nestlé
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- Figure 17: Nestlé Good Start, 2007
Retail Distribution
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- Baby food at FDM
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- Figure 18: FDM sales of baby food and drink, by channel, 2005 and 2007
- Supermarkets
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- Figure 19: Supermarket sales of baby food and drink, at current and constant prices, 2002-07
- Private label offerings increase
- Other supermarkets adding Kids Centers licensed characters
- Other types of retailer
- Baby food in the natural channel/SPINS
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- Figure 20: Natural product supermarket retail sales of baby food, at current and constant prices, 2004-07
- Natural channel sales by segment
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- Figure 21: Natural product supermarket retail sales of baby food, by segment, 2005 and 2007
- Natural product supermarket channel sales of baby food
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- Figure 22: Natural product supermarket retail sales of baby food at current and constant prices, 2004-07
- Natural supermarket channel sales of baby formula
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- Figure 23: Natural product supermarket retail sales of baby formula at current and constant prices, 2004-07
- Natural channel sales of organic baby foods
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- Figure 24: Natural product supermarket retail sales of baby food, by organic, 2005 and 2007
- Natural channel baby food brands
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- Figure 25: Manufacturer brand natural supermarket sales of non-dairy beverages, 2005 and 2007
- Small but growing segment of frozen organic baby food emerging
The Consumer
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- Summary
- Household penetration of baby food and drink
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- Figure 26: Incidence of baby food and drink usage in baby and toddler households, May 2006-June 2007
- Household penetration by brand
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- Figure 27: Brands of baby food and drink used, May 2006-June 2007
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- Figure 28: Brands of baby food and drink used, by age of children in the household, May 2006-June 2007
- Feeding habits—breastfeeding versus formula
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- Figure 29: Feeding habits, breastmilk and/or formula, December 2007
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- Figure 30: Feeding habits, breastmilk and/or formula, by employment status, December 2007
- Moms name their most influential sources for feeding information
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- Figure 31: Sources of information about baby nutrition, December 2007
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- Figure 32: Sources of information about baby nutrition, by marital status, December 2007
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- Figure 33: Sources of information about baby nutrition, by employment status, December 2007
- Vitamin and supplement usage during pregnancy and breastfeeding
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- Figure 34: Vitamin and supplement usage while pregnant or nursing, December 2007
- Toddler nutrition
- Types of foods toddlers are fed
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- Figure 35: How toddlers are/will be fed toddler foods and/or adult foods, December 2007
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- Figure 36: How toddlers are/will be fed toddler foods and/or adult foods, by marital status, December 2007
- Why moms buy toddler foods
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- Figure 37: Reasons toddler foods are used, December 2007
- Attributes that moms value in nutrition for their children
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- Figure 38: Attributes moms believe are important for toddler nutrition, December 2007
Market Forecast
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- Baby food and drink
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- Figure 39: Forecast of total U.S. FDM sales of baby food and drink, at current and constant prices, 2007-12
- Baby formula
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- Figure 40: Forecast of U.S. FDM sales of baby formula, at current and constant prices, 2007-12
- Baby food and snacks
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- Figure 41: Forecast of U.S. FDM sales of baby food and snacks, at current and constant prices, 2007-12
- Forecast factors
Appendix: Trade Associations
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