Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising clips
- Social Media
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Dollar sales retreat in 2009
- Private label present but with minimal impact
- Medical community’s influence on buying behavior
- Convenience of supermarkets a strong draw
- Birth rates and recession driving market behavior
- Significant changes to the WIC program in 2009 have and will affect formula and baby food market
- Baby food market is very competitive
- Convenience and value are primary considerations for shoppers
- Innovation a big part of the baby food and drink category
Insights and Opportunities
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- Develop multicultural line of baby foods
- Get parents to warm up to frozen baby foods
- Baby food delivery service
- Develop premium private label lines
- eSell baby food in larger multi-unit packaging
- Create line extensions focused on specific nutritional needs
- Leverage medical community’s expertise as an informational resource
Inspire Insights
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- Feed Your Child and Others Across the Globe
- What’s it about
- What we’ve seen
- Implications
- Text4baby
- What’s it about
- What we’ve seen
- Implications
Market Size and Forecast
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- Key points
- Dollar sales retreat in 2009
- Private label present but with minimal impact
- Sales and forecast of baby food and drink
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- Figure 1: Total U.S. retail sales of baby food and drink, at current prices, 2004-14
- Figure 2: Total U.S. retail sales of baby food and drink, at inflation-adjusted prices*, 2004-14
- Walmart sales
Competitive Context
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- Key points
- Consumers believe one thing but do another
- Parents look to familiar name brands
- Medical community’s influence on buying behavior
- Baby food is huge business
- Prepared adult food eats into store bought baby food sales
Segment Performance
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- Key points
- Baby formula drives the category
- Baby food and snacks only segment to grow share
- Sales of baby food and drink in FDMx, by segment
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- Figure 3: FDMx sales of baby food and drink, by segment, 2007-09
Segment Performance—Baby Formula
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- Key points
- Infant formula highly dependent on birth rate
- Breastfeeding advocacy groups curtail sales
- Sales and forecast of baby formula
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- Figure 4: FDMx sales of baby formula, 2004-14
Segment Performance—Baby Food and Snacks
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- Key points
- Sales steady and set to rebound
- Innovation and changes to WIC keeps segment moving forward
- Sales and forecast of baby food and snacks
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- Figure 5: FDMx sales and forecast of baby food and snacks, at current prices, 2004-14
Segment Performance—Baby Electrolytes
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- Key points
- Baby electrolytes falling out of favor
- Sales and forecast of baby electrolytes
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- Figure 6: FDMx sales and forecast of baby electrolytes, at current prices, 2004-14
Segment Performance—Baby Juice
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- Key points
- Baby juice lack of support from medical community hinders sales
- Sales and forecast of baby juice
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- Figure 7: FDMx sales and forecast of baby juice, at current prices, 2004-14
Retail Channels
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- Key points
- Convenience of supermarkets a strong draw
- Drug and other outlets see slight improvement in share
- Sales of baby food and drink, by channel
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- Figure 8: Total FDMx sales of baby food and drink, by channel, 2007 and 2009
Retail Channels—Supermarkets
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- Key points
- Sales at lowest levels since 2004
- Profits low on baby products but could pay off in long run
- Supermarket/food stores’ sales of baby food and drink
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- Figure 9: Supermarket/food stores’ sales of baby food and drink, at current prices, 2004-09
Retail Channels—Drug and Other
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- Key points
- Birthrates and affordability drive sales
- Exclusive product rights drive consumers to specific retailers
- Drug and other stores’ sales of baby food and drink
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- Figure 10: Drug and other stores’ sales of baby food and drink, at current prices, 2004-09
Retail Channels—Natural Foods Supermarkets
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- Key points
- Baby food a small part of natural foods supermarkets
- Natural channel sales of baby food and drink
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- Figure 11: Natural product supermarket retail sales of baby food and drink, at current prices, 2008-10
- Figure 12: Natural product supermarket retail sales of baby food and drink, at inflation-adjusted prices, 2008-10
- Baby food outsells formula in natural channels
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- Figure 13: Natural supermarket sales of baby food, by segment, March 2008 and March 2010
- Leading baby food and drink companies in natural supermarkets
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- Figure 14: Manufacturer brand natural supermarket sales of baby food, 2008* and 2010*
- Natural channel sales of baby food and drink, by organic content
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- Figure 15: Natural supermarket sales of baby food and drink, by organic, 2008* and 2010*
Market Drivers
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- Key points
- Recent WIC program changes have and will impact performance of formula and baby food segments
- Specific changes to the program “food packages”
- U.S. birth rates decline across most race groups
- Newer moms more likely to be expecting again
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- Figure 16: Moms currently expecting, April 2008-June 2009
- Figure 17: Moms currently expecting, by race/Hispanic origin, April 2008-June 2009
- Good value more important than brand loyalty
- Popular additives face potential ban in U.S.
Leading Companies
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- Key points
- Baby food market is very competitive
- International markets an important part of the mix
- FDMx sales of baby food and drink by manufacturer
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- Figure 18: Manufacturer FDMx sales of baby food and drink in the U.S., 2009* and 2010*
Brand Share—Baby Formula
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- Key points
- Abbott Nutrition and Mead Johnson at top of baby formula market repackaging their brands
- Melamine scare potentially impacting sales
- Manufacturer and brand sales of baby formula
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- Figure 19: Selected FDMx brand sales of baby formula, 2009* and 2010*
Brand Share—Baby Food and Snacks
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- Key points
- Nestlé’s Gerber acquisition paying dividends
- Beech-Nut making progress but not a threat
- Organics not a major factor yet
- Manufacturer and brand sales of baby food and snacks
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- Figure 20: Selected FDMx brand sales of baby food and snacks, 2009* and 2010*
Brand Share—Baby Electrolytes
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- Key points
- Private label a factor in this segment
- Competition from the sports beverage world
- Manufacturer and brand sales of baby electrolytes
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- Figure 21: Selected FDMx brand sales of baby electrolytes, 2009* and 2010*
Brand Share—Baby Juice
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- Key points
- Juice is the smallest of the baby food/drink segments
- Manufacturer and brand sales of baby juice
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- Figure 22: Selected FDMx brand sales of baby juice, 2009* and 2010*
Brand Qualities
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- Overview
- Similac using new packaging to promote its functional baby formula brands
- Influence on the category
- Enfamil looking to tap into awareness of probiotics
- Influence on the category
- HappyBaby looks for consumers to warm up to frozen baby food
- Influence on the category
Innovations and Innovators
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- Key points
- GNPD data
- Baby savory meals and dishes have most sub-category product introductions
- Baby food/drink product launches 2005-10
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- Figure 23: New product launches, by subcategory, 2005-10*
- New product claims lean toward no additives/preservatives and organic
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- Figure 24: Top baby food/drink product claims/positioning, 2005-10*
- Shelf stable is most popular storage type
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- Figure 25: Storage type across baby food and drink products, 2005-10*
- Baby fruit products, desserts and yogurts
- Baby snacks
Advertising and Promotion
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- Overview
- Gerber unveils new campaign
- Enfamil Premium Lipil
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- Figure 26: Enfamil premium lipil/”our triple advantage” September 2009
- Gerber Graduates Yogurt Melts
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- Figure 27: Gerber graduates yogurt melts, “Start Healthy. Stay healthy. “, March 2009
- Gerber DHA
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- Figure 28: Gerber DHA, “Start Healthy. Stay healthy. “, May 2009
- E-commerce presence
- Moms that order baby food online
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- Figure 29: Moms that order baby food online, by household income, November 2009
- Web marketing
- Social media
Social Media Trends in Baby Food and Drink
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- Key points
- Discussion of manufacturers and brands
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- Figure 30: Total baby food related mentions, by brand, April 2009-April 2010
- Trended total baby food mentions by brand
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- Figure 31: Trended total baby food related mentions, by brand, April 2009-April 2010
- Major feature discussions
- Trends in major feature discussions
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- Figure 32: Total baby food related mentions, by primary topic, April 2009-April 2010
- Discussion of market features around key manufacturers and brands
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- Figure 33: Baby food feature discussion, positive and negative, by company, April 2009-April 2010
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- Figure 34: Baby food feature discussion, positive and negative, by brand, April 2009-April 2010
Household Consumption of Baby Food and Drink
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- Key points
- Formula usage
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- Figure 35: Formula and breast-feeding among moms, by age, November 2009
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- Figure 36: Formula and breast-feeding among moms, by household income, November 2009
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- Figure 37: Liquid/powdered formula usage, by race/Hispanic origin, April 2008-June 2009
- Baby and toddler food usage
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- Figure 38: Baby and toddler food usage; by age, April 2008-June 2009
- Figure 39: Baby and toddler food usage; by race/Hispanic origin, April 2008-June 2009
- Usage frequency
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- Figure 40: Baby food and drink usage frequency, April 2008-June 2009
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- Figure 41: Baby food and drink usage frequency in total each week, by age, April 2008-June 2009
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- Figure 42: Baby food and drink usage frequency in total each week, by household income, April 2008-June 2009
- Frozen/refrigerated baby food usage among moms
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- Figure 43: Frozen/refrigerated baby food usage among moms, by age, November 2009
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- Figure 44: Frozen/refrigerated baby food usage among moms, by household income, November 2009
Nutritional Resources Sought and Utilized by Moms
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- Key points
- Sources and tools utilized to obtain nutritional information
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- Figure 45: Baby nutrition sources/tools used by moms, November 2009
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- Figure 46: Primary sources/tools by nutrition sources/tools used by moms, by age, November 2009
- Nutritional supplements used
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- Figure 47: Nutritional supplements used by moms, by age, November 2009
Baby Food and Drink Brand Usage
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- Key points
- Brand loyalty and private label/store brand usage among moms
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- Figure 48: Brand loyalty and private label usage among moms, by age, November 2009
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- Figure 49: Brand loyalty and private label usage among moms, by household income, November 2009
- Brands in use/used in the last year
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- Figure 50: Brands of liquid/powdered formula in use/used in past year, by household income, April 2008-June 2009
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- Figure 51: Brands of baby foods/baby cereals/juices in use/used in past year; Gerber and Beech-Nut, by household income, April 2008-June 2009
- Figure 52: Brands of baby foods/baby cereals/juices in use/used in past year; other brands, by household income, April 2008-June 2009
Consumer Behavior Regarding Baby Food and Drink
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- Key points
- Reasons for using baby/toddler food
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- Figure 53: Reasons moms use baby/toddler food, by household income, November 2009
- Attributes of baby/toddler food that matter to moms
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- Figure 54: Attributes of baby/toddler food that matter to moms, by age, November 2009
- Store-bought versus from-scratch baby/toddler food usage
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- Figure 55: Baby and toddler food usage (store-bought vs from-scratch) among moms, by age, November 2009
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- Figure 56: Baby and toddler food usage (store-bought vs from-scratch) among moms, by household income, November 2009
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- Figure 57: Store-bought vs from-scratch baby food usage among moms that buy store-bought, by age, November 2009
Cluster Analysis
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- Enthusiasts
- Demographics
- Characteristics
- Opportunity
- Pricers
- Demographics
- Characteristics
- Opportunity
- Moderates
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 58: Baby food and drink clusters, November 2009
- Figure 59: Baby nutrition sources/tools used by moms (primary), by baby food and drink clusters, November 2009
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- Figure 60: Baby nutrition sources/tools used by moms (secondary), by baby food and drink clusters, November 2009
- Figure 61: Reasons moms use baby/toddler food, by baby food and drink clusters, November 2009
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- Figure 62: Attributes of baby/toddler food that matter to moms, by baby food and drink clusters, November 2009
- Figure 63: Brand loyalty and private label usage among moms, by baby food and drink clusters, November 2009
- Cluster demographics
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- Figure 64: Baby food and drink clusters, by age group, November 2009
- Figure 65: Baby food and drink clusters, by household income, November 2009
- Cluster methodology
Custom Consumer Groups
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- Key points
- Moms currently expecting
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- Figure 66: Moms currently expecting, by Mosaic cluster, April 2008-June 2009
- Formula and baby food/drink usage
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- Figure 67: Formula and baby food/drink usage; by Mosaic cluster, April 2008-June 2009
- Usage frequency
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- Figure 68: Baby food and drink usage frequency in total each week, by Mosaic cluster, April 2008 - June 2009
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- Figure 69: Baby food and drink usage frequency, by sector, by Mosaic cluster; April 2008 - June 2009
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- Figure 70: Baby cereals usage frequency in last seven days, by Mosaic cluster; April 2008 - June 2009
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- Figure 71: Baby juice usage frequency in last seven days, by Mosaic cluster; April 2008 - June 2009
IRI/Builders—Key Household Purchase Measures
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- Baby food/snacks
- Consumer insights on key purchase measures – baby food snacks
- Brand map
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- Figure 72: Brand map, selected brands of baby food/snacks, buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 73: Key purchase measures for the top brands of baby food/snacks, by household penetration, 2009*
Appendix: Other Useful Consumer Tables
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- Figure 74: Primary sources/tools by nutrition sources/tools used by moms, by household income, November 2009
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- Figure 75: Nutritional supplements used by moms, by household income, November 2009
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- Figure 76: Reasons moms use baby/toddler food, by age, November 2009
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- Figure 77: Attributes of baby/toddler food that matter to moms, by household income, November 2009
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- Figure 78: Store-bought vs from-scratch baby food usage among moms that buy store-bought, by household income, November 2009
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Appendix: Trade Associations
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