Table of Contents
Overview
-
- What you need to know
- Definition
Executive Summary
-
- The issues
- Better regard for homemade options
-
- Figure 1: Correspondence analysis – Food attributes, December 2017
- Homemade competition to store-bought foods
-
- Figure 2: Baby/toddler food/drink opinions, December 2017
- Safety concerns perplex parents
- The opportunities
- Homemade options reflect interest in control, quality
-
- Figure 3: Opinions on feeding babies/toddlers, by age, December 2017
- Adult foods as a child-friendly option resonates more for moms
-
- Figure 4: Baby/toddler food purchase opinions, December 2017
- Nutrition dominates purchase factors
-
- Figure 5: Baby/toddler drink purchase factors, December 2017
- What it means
The Market – What You Need to Know
-
- Category sales to grow
- Formula dominates market share
- The growing role of the dad
- Impact of delaying families
Market Size and Forecast
-
- Baby/toddler food/drink sales expected to grow
-
- Figure 6: Total US sales and fan chart forecast of baby/toddler food and drink, at current prices, 2012-23
- Figure 7: Total US sales and forecast of baby/toddler food and drink, at current prices, 2012-22
Market Breakdown
-
- Formula maintains significant market share lead
-
- Figure 8: Sales of baby food and drink, by segment, 2012-22
- “Other” channel growth at supermarkets’ expense
-
- Figure 9: Total US retail sales of baby food and drink, by channel, at current prices, 2015 and 2017
- Online spurring “other” channels further
-
- Figure 10: Total US retail sales of baby food and drink, by channel, at current prices, 2012-17
Market Perspective
-
- Increasing regulation could impact products positioned as natural
- Fathers’ roles expand
-
- Figure 11: Gerber, 'Grown in Better Soil for Baby,' 2017
Market Factors
-
- Delayed childbearing leading to smaller households
-
- Figure 12: Average age of mother at first birth, 1990-2015
- Figure 13: Households with own children under age 18, 1960-2017
- Lifestyle and gender-role changes impact the American family
-
- Figure 14: US households, by percentage of total US households, 1960-2017
- Improved economic confidence could lead birthrates higher
-
- Figure 15: Consumer Sentiment Index, January 2007-December 2017
- Safety concerns perplex parents
Key Players – What You Need to Know
-
- Formula maintains strong market position
- Considering cost
- Remaking homemade
- Arsenic study may have impacted sales
Company and Brand Sales of Baby Food and Drink
-
- Food safety scare impacts brand sales
- Sales of baby food and drink by company
-
- Figure 16: Multi-outlet sales of baby food and drink, by leading companies, rolling 52 weeks 2016 and 2017
What’s Working?
-
- Formula with added benefits
-
- Figure 17: Claims on formula launches, US, 2014-17
- Figure 18: Honest Company Sensitive Organic Infant Formula with Iron, 2017
- Figure 19: Honest Company Sensitive Organic Infant Formula with Iron key attributes, 2017
- Electrolyte adds prebiotics
-
- Figure 20: Pedialyte Kiwi Berry Mist Electrolyte Solution, 2017
- Organic promise in purees
-
- Figure 21: Beechnut Nutrition’s Coldpuree Organic, 2017
- Figure 22: Beech-nut Nutrition’s Banana, Cherry & Beet Puree attributes, versus benchmark, 2017
What’s Struggling?
-
- Price strongly impacting consumer choice
-
- Figure 23: Stonyfield Organic Yobaby Yogurt, 2017
- Figure 24: Stonyfield Yobaby Organic Yogurt attributes, versus benchmark, 2017
What’s Next?
-
- Private potential
-
- Figure 25: Baby/toddler snack launches, branded versus private label, 2013-17
- Easing the preparation of homemade foods
-
- Figure 26: Opinions on feeding babies/toddlers, by age, December 2017
-
- Figure 27: Claims on baby/toddler food launches, 2014-17
The Consumer – What You Need to Know
-
- Homemade options emerge as competitors to packaged
- Online retailers prove popular among parents
- Homemade foods provide assurance
- Packaged seen more as a back-up
- Hispanic parents particularly concerned about health of baby/toddler drinks
- Ease and convenience compel processed options
Baby/Toddler Food/Drink Consumption
-
- Milk usage widespread, as two thirds offer homemade foods
-
- Figure 28: Baby/toddler food/drink consumption, December 2017
- Juice, milk particularly popular in larger households
-
- Figure 29: Baby/toddler food/drink consumption, by number of children under 18 in household, December 2017
- Younger and higher-income parents notably more likely to turn to convenient baby foods
-
- Figure 30: Baby/toddler food/drink consumption, by age and income, December 2017
- Homemade resonating with Hispanic consumers
-
- Figure 31: Baby/toddler food/drink consumption, by Hispanic origin, December 2017
- Formula usage remains popular
-
- Figure 32: Baby/toddler food frequency, December 2017
Baby/Toddler Food Purchase Location
-
- Supermarkets, mass remain purchase location of choice for baby foods, online options command sizable portion
-
- Figure 33: Purchase location, December 2017
- Youngest parents significantly less likely to turn to non-supermarket locations
-
- Figure 34: Purchase location, by parental age, December 2017
- Online resonating as a baby food resource for higher-income households
-
- Figure 35: Purchase location, by household income, December 2017
- Hispanic parents much more likely to buy baby foods at mass merchandisers, club stores, natural
-
- Figure 36: Purchase location, by Hispanic origin, December 2017
Attitudes Toward Baby/Toddler Foods
-
- Homemade options afford control
-
- Figure 37: Attitudes toward baby/toddler foods, December 2017
- With more children, more interest in branded options for older children
-
- Figure 38: Attitudes toward feeding babies/toddlers, by number of children under 18 in household, December 2017
Baby Food Purchase Opinions
-
- Adult foods as a child-friendly option resonates more for moms
-
- Figure 39: Baby/toddler food purchase opinions, by parental age and gender, December 2017
- Younger, higher-income consumers much more likely to turn to manufactured options only as a backup
-
- Figure 40: Baby/toddler food purchase opinions, by parental age and household income, December 2017
Nutrition Leads Drink Concerns
-
- Nutrition, health concerns dominate purchase factors
-
- Figure 41: Gerber pouches with Smart Flow spout, 2017
- Figure 42: Baby/toddler drink purchase factors, December 2017
- Higher-income households express strong interest in specific ingredients
-
- Figure 43: Baby/toddler drink purchase factors, by household income, December 2017
- Organic of relatively little interest to rural consumers
-
- Figure 44: Baby/toddler drink purchase factors, by location, December 2017
- Sugar content and brands resonating with Black consumers
-
- Figure 45: Baby/toddler drink purchase factors, by race, December 2017
- Nutrition, vitamin and mineral content of particular interest to Hispanic consumers
-
- Figure 46: Baby/toddler drink purchase factors, by Hispanic origin, December 2017
Food Attributes
-
- Jarred, pouch foods regarded as easy, processed; formula as expensive; homemade as more natural and customizable
-
- Figure 47: Gerber, 'Grown in Better Soil for Baby,' 2017
- Figure 48: Correspondence analysis – Food attributes, December 2017
- Homemade options resonate strongly, though ease of preparation factors strongly in jar, pouch options
-
- Figure 49: Food attributes, December 2017
- Homemade much more associated with trust
-
- Figure 50: Food attributes, by household income, December 2017
- Ease of use resonating in jar, pouch options
-
- Figure 51: Food attributes, by Hispanic origin, December 2017
- Brand, health claims strongly impact baby drink interest
-
- Figure 52: TURF analysis – Drink purchase factors, December 2017
- Healthy attributes factor strongly in consumer food interest
-
- Figure 53: TURF analysis – Food purchase factors, December 2017
Appendix – Data Sources and Abbreviations
-
- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations
- Abbreviations
Appendix – The Market
-
-
- Figure 54: Total US sales and forecast of baby food and drink, at inflation-adjusted prices, 2012-22
- Figure 55: Total US retail sales and forecast of baby food and drink, by segment, at current prices, 2012-22
- Figure 56: Total US retail sales and forecast of baby formula, at current prices, 2012-22
- Figure 57: Total US retail sales and forecast of baby formula, at inflation-adjusted prices, 2012-22
-
- Figure 58: Total US retail sales and forecast of baby food, snacks, juice, at current prices, 2012-22
- Figure 59: Total US retail sales and forecast of baby food, snacks, juice, at inflation-adjusted prices, 2012-22
- Figure 60: Total US retail sales and forecast of baby electrolytes, at current prices, 2012-22
- Figure 61: Total US retail sales and forecast of baby electrolytes, at inflation-adjusted prices, 2012-22
-
- Figure 62: Total US retail sales of baby food and drink, by channel, at current prices, 2015 and 2017
- Figure 63: Total US retail sales of baby food and drink, by channel, at current prices, 2012-2017
-
Appendix – Key Players
-
-
- Figure 64: Multi-outlet sales of baby food and drink, by leading companies, rolling 52 weeks 2016 and 2017
- Figure 65: Multi-outlet sales of baby formula, by leading companies and brands, rolling 52 weeks 2016 and 2017
-
- Figure 66: Multi-outlet sales of baby food, snacks, and juice, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 67: Multi-outlet sales of baby electrolytes, by leading companies and brands, rolling 52 weeks 2016 and 2017
-
Correspondence Analysis Methodology
-
-
- Figure 68: Food attributes, December 2017
-
TURF Analysis – Methodology
-
-
- Figure 69: Table – TURF analysis – Drink purchase factors, December 2017
-
- Figure 70: Table – TURF analysis – Food purchase factors, December 2017
-
Back to top