Table of Contents
Executive Summary
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- Overview
- Healthy growth predicted
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- Figure 1: Total US retail sales and fan chart forecast of baby food and drink, at current prices, 2008-18
- Sales driven by increasing number of babies/toddlers, rise of organic products
- Slow economy and rise in breastfeeding prevent greater gains
- Key players
- The consumer
- Respondents are most apt to feed their kids store-bought, but homemade also popular
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- Figure 2: Foods parents feed their children aged 2 or younger, January 2014
- Parents more apt to give their kids water, cow’s milk than baby/toddler juice or formula
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- Figure 3: Drinks parents give to their children aged 2and younger, January 2014
- More than half of respondents report loyalty to one brand of formula
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- Figure 4: Behaviors and preferences toward baby/toddler formula, January 2014
- More than four in 10 want brands to provide more online (website/social media) deals
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- Figure 5: What parents would like to see baby/toddler food and drink companies provide, January 2014
- What we think
Issues and Insights
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- Can brands persuade parents to use baby food over adult food?
- Insight: Highlighting the nutrients in baby foods
- How can juice brands help decelerate losses?
- Insight: Reducing sugar, not diluting; adding vitamins and minerals
Trend Applications
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- Trend: Let’s Make A Deal
- Trend: Extend My Brand
- Trend: Prove It
Market Size and Forecast
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- Key points
- Slow economic rebound limits sales growth potential
- Sales and forecast of baby food and drink
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- Figure 6: Total US retail sales and forecast of baby food and drink, at current prices, 2008-18
- Figure 7: Total US retail sales and forecast of baby food and drink, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 8: Total US retail sales and fan chart forecast of baby food and drink, at current prices, 2008-18
Market Drivers
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- Key points
- Slow economic recovery prevents greater growth
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- Figure 9: US unemployment rate, by month, 2002-14
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- Figure 10: Attitudes toward baby food and drink, January 2014
- Number of children aged three and younger expected to increase 2013-19
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- Figure 11: Household usage of liquid/powdered baby formula, 2007-13
- Figure 12: Population projections for children aged three and younger, 2013-19
- Blacks report most use of liquid/powdered formula and baby foods, cereals, juices
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- Figure 13: Household usage of liquid/powdered baby formula, by race/Hispanic origin, November 2012-December 2013
- Figure 14: Household use of baby foods, baby cereals, or baby juices, by race/Hispanic origin, November 2012-December 2013
- Organic brands will drive future sales
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- Figure 15: What parents would like to see baby/toddler food and drink companies provide, by gender, January 2014
Competitive Context
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- Rate of breastfeeding increases
- Homemade baby food/drink competes directly with store-bought brands
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- Figure 16: Foods parents feed their children aged 2 or younger, January 2014
- Nearly half of parents give their babies adult food
- Product recalls may scare away some parents
Segment Performance
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- Key points
- Baby formula holds 70% share, baby food/snacks segment grows faster
- Sales of baby food and drink, by segment
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- Figure 17: Total US retail sales of baby food and drink, segmented by type, 2011 and 2013
Segment Performance – Baby Formula
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- Key points
- Baby formula sales impacted by breastfeeding trends, price objections
- Sales and forecast of baby formula
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- Figure 18: Total US retail sales and forecast of baby formula, at current prices, 2008-18
Segment Performance – Baby Food and Snacks
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- Key points
- Moderate growth predicted for baby food/snacks
- Sales and forecast of baby food and snacks
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- Figure 19: Total US retail sales and forecast of baby food and snacks, at current prices, 2008-18
Segment Performance – Baby Electrolytes
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- Key points
- Moderate growth expected in 2013-19, but small share overall
- Sales and forecast of baby electrolytes
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- Figure 20: Total US retail sales and forecast of baby electrolytes, at current prices, 2008-18
Segment Performance – Baby Juice
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- Key points
- Baby juice is drying up
- Sales and forecast of baby juice
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- Figure 21: Total US retail sales and forecast of baby juice, at current prices, 2008-18
Retail Channels
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- Key points
- Supermarkets sales flat; drug stores and other channels grow substantially
- Sales of baby food and drink, by channel
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- Figure 22: Total US retail sales of baby food and drink, by channel, 2011 and 2013
- Figure 23: US supermarket sales of baby food and drink, 2008-13
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- Figure 24: US drug store sales of baby food and drink, 2008-13
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- Figure 25: US other channel sales of baby food and drink, 2008-13
Leading Companies
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- Key points
- Nestlé S.A. leads market, registers only sales gain
- Private label grows 9.3%
- Manufacturer sales of baby food and drink
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- Figure 26: Manufacturer sales of baby food and drink, 2013 and 2014
- Brand loyalty runs high for Nestlé among baby food/snack buyers
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- Figure 27: Key purchase measures for the top baby food/snack brands, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 30, 2012 (year ago)
Brand Share – Baby Formula
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- Key points
- Abbott leads but drops 3.6%
- Mead Johnson drops 1.4% but finds a good formula with Nutramigen
- Nestlé gains 16.7% with Gerber Good Start Soothe
- Manufacturer sales of baby formula
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- Figure 28: Manufacturer sales of baby formula, 2013 and 2014
Brand Share – Baby Food
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- Key points
- Nestlé’s Gerber tops segment, drops slightly
- Milnot and The Hain Celestials Group comprise much smaller share
- Manufacturer sales of baby food
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- Figure 29: Manufacturer sales of baby food, 2013 and 2014
Brand Share – Baby Electrolytes
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- Key points
- Abbott experiences little competition for electrolyte sales
- Manufacturer sales of baby electrolytes
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- Figure 30: Manufacturer sales of baby electrolytes, 2012 and 2013
Brand Share – Baby Juice
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- Key points
- Nestlé has no name brand or private label competition; segment in decline
- Manufacturer sales of baby juice
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- Figure 31: Manufacturer sales of baby juice, 2012 and 2013
Innovations and Innovators
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- Organic claims highest among all claims in 2013
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- Figure 32: Top 9 product claims, baby food and formula, by percent of total claims, 2009-13
- Organic baby foods ease parents’ minds about food safety
- On-the-go products make feeding easier for parents
- Ethnic-inspired and internationally flavored baby foods offer more variety
- Hypoallergenic brands help prevent reactions while still providing nutrients
Marketing Strategies
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- Overview of the brand landscape
- Theme: A partner in prenatal and newborn/toddler care
- Brand example: Gerber
- Gerber TV presence
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- Figure 33: Gerber television ad, 2014
- Figure 34: Gerber Graduates Lil’ Entrees television ad, 2014
- Brand example: Similac
- Brand example: Enfamil
- Enfamil TV presence
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- Figure 35: Enfamil Newborn television ad, 2014
- Figure 36: Enfagrow Toddler Next Step television ad, 2014
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 37: Key social media metrics, April 2014
- Brand usage and awareness
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- Figure 38: Brand usage and awareness for select baby food and drink brands, April 2014
- Interaction with baby food and drink brands
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- Figure 39: Interactions with select baby food and drink brands, April 2014
- Leading online campaigns
- Baby photos
- Parenting advice
- What we think
- Online conversations
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- Figure 40: Online conversations around selected baby food and drink brands, by month, April 1, 2013-March 31, 2014
- Where are people talking about baby food and drink brands?
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- Figure 41: Online conversations around selected baby food and drink brands, by page type, April 1, 2013-March 31, 2014
- What are people talking about?
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- Figure 42: Topics of conversations around selected baby food and drink brands, by month, April 1, 2013-March 31, 2014
Baby Food/drinks Used in the Household
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- Key points
- Nearly six in 10 report household use of baby formula
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- Figure 43: Household use of liquid/powdered baby formula, by age, November 2012-December 2013
- Nearly two thirds use baby foods, cereals, juices in the household
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- Figure 44: Household use of baby foods, baby cereals, or baby juices, by age, November 2012-December 2013
Foods Parents Feed Their Children Aged 2 or Younger
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- Key points
- More than half use a range of store-bought baby foods
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- Figure 45: Foods parents feed their children aged 2 or younger, by gender, January 2014
- Parents who give their children breast milk also likely to feed them homemade pureed fruit/vegetables
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- Figure 46: Foods parents feed their children aged 2 or younger—homemade, by drinks parents give to their children aged 2 and younger, January 2014
- Parents who give their kids juice and/or nutritional shakes also apt to feed them store-bought snacks, yogurt, and treats
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- Figure 47: Foods parents feed their children aged 2 or younger—store-bought, by drinks parents give to their children aged 3 and younger, January 2014
Drinks Parents Give to Their Children Aged Two and Younger
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- Key points
- Parents most apt to give water to their babies aged two and younger
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- Figure 48: Drinks parents give to their children aged 2 and younger, and 1 and younger, by gender, January 2014
Brands Used
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- Key points
- Most use Similac formula in the household
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- Figure 49: Brands of liquid/powdered baby formula products used in the last 12 months, November 2012-December 2013
- Gerber top baby food/cereal/juice choice for parents
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- Figure 50: Brands of baby foods, baby cereal, or baby juices used in the household, November 2012-December 2013
Behaviors and Preferences toward Baby/toddler Formula
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- Key points
- More than half stick to the same formula brand all the time
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- Figure 51: Behaviors and preferences toward baby/toddler formula, by demographics, January 2014
- $50K+ most likely to buy formula with added nutrients such as DHA
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- Figure 52: Behaviors and preferences toward baby/toddler formula, by demographics, January 2014
Behaviors and Preferences toward Baby/toddler Food
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- Key points
- Nearly half feed their children some kind of adult food
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- Figure 53: Behaviors and preferences toward baby/toddler food, by gender, January 2014
What Parents Would Like to See Baby/toddler Food and Drink Companies Provide
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- Key points
- Most want to see online deals for baby/toddler food/drink
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- Figure 54: What parents would like to see baby/toddler food and drink companies provide, by gender, January 2014
Opinions About Baby Food/drink
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- Key points
- A majority feel private label baby food/drink is as good as name brands
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- Figure 55: Opinions about baby food and drink, January 2014
Appendix – Other Useful Consumer Tables
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- Food parents feed their children aged two or younger
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- Figure 56: Foods parents feed their children aged 2 or younger, by age, January 2014
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- Figure 57: Foods parents feed their children aged 2 or younger, by household income, January 2014
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- Figure 58: Foods parents feed their children aged 2 or younger, by marital status, January 2014
- Drinks parents give their child(ren) aged two or younger, and one and younger
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- Figure 59: Drinks parents give to their children aged 2 and younger, by age, January 2014
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- Figure 60: Drinks parents give to their children aged 1 and younger, by demographics, January 2014
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- Figure 61: Drinks parents give to their children aged 2 and younger, by household income, January 2014
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- Figure 62: Drinks parents give to their children aged 1 and younger, by demographics, January 2014
- Behaviors and preferences towards baby/toddler food
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- Figure 63: Behaviors and preferences toward baby/toddler food, by household income, January 2014
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- Figure 64: Behaviors and preferences toward baby/toddler food, by race/Hispanic origin, January 2014
- What parents would like to see baby/toddler food and drink companies provide
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- Figure 65: What parents would like to see baby/toddler food and drink companies provide, by race/Hispanic origin, January 2014
- What parents would like to see baby/toddler food and drink companies provide
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- Figure 66: What parents would like to see baby/toddler food and drink companies provide, by household income, January 2014
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- Figure 67: What parents would like to see baby/toddler food and drink companies provide, by race/Hispanic origin, January 2014
- Opinions about baby food and drink
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- Figure 68: Opinions about baby food and drink, by gender, January 2014
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- Figure 69: Opinions about baby food and drink, by age, January 2014
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- Figure 70: Opinions about baby food and drink, by marital status, January 2014
Appendix – Social Media
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- Brand usage or awareness
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- Figure 71: Brand usage or awareness, January 2014
- Figure 72: Enfamil usage or awareness, by demographics, January 2014
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- Figure 73: Gerber usage or awareness, by demographics, January 2014
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- Figure 74: Plum Organics usage or awareness, by demographics, January 2014
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- Figure 75: Earth’s Best usage or awareness, by demographics, January 2014
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- Figure 76: Ella’s Kitchen usage or awareness, by demographics, January 2014
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- Figure 77: Happy Baby usage or awareness, by demographics, January 2014
- Interactions with brands
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- 78: Activities done, January 2014
- Figure 79: Enfamil – activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
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- Figure 80: Enfamil – activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
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- Figure 81: Enfamil – activities done – I have researched the brand on social media to…., by demographics, January 2014
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- Figure 82: Gerber – activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
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- Figure 83: Gerber – activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
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- Figure 84: Gerber – activities done – I follow/like the brand on social media because…., by demographics, January 2014
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- Figure 85: Gerber – activities done – I have researched the brand on social media to…., by demographics, January 2014
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- Figure 86: Plum Organics – activities done – I have researched the brand on social media to…., by demographics, January 2014
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- Figure 87: Earth’s Best – activities done – I have researched the brand on social media to…., by demographics, January 2014
- Key social media metrics
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- Figure 88: Key social media metrics—Gerber, April 2014
- Figure 89: Key social media metrics—Enfamil, April 2014
- Figure 90: Key social media metrics—Plum Organics, April 2014
- Figure 91: Key social media metrics—Happy Baby, April 2014
- Figure 92: Key social media metrics—Earth’s Best, April 2014
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- Figure 93: Key social media metrics—Ella’s Kitchen, April 2014
- Online conversations
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- Figure 94: Online conversations around selected baby food and drink brands, by month, April 1, 2013-March 31, 2014
- Figure 95: Online conversations around selected baby food and drink brands, by page type, April 1, 2013-March 31, 2014
- Figure 96: Topics of conversations around selected baby food and drink brands, by month, April 1, 2013-March 31, 2014
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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