Baby Food and Drink - US - June 2012
The $5.4 billion baby food and drink category has been steadily declining during and after the recent recession, experiencing a dollar sales drop of 10.3% between 2007 and 2011. Consumer frugality has led many to breastfeeding and feeding their babies and toddlers adult food or made-from-scratch baby food. Additionally, health-related and safety concerns have raised much skepticism and loss of consumer trust.
The baby food and drink market is forecast to continue its decline between 2012 and 2016, albeit at a lower rate than in previous years. However, the expected performance will be linked closely to new product innovation and focus, in addition to changes in demographics and increased childhood obesity. In addition, manufacturers also will need to resolve consumer safety concerns in order to restore credibility and consumer trust.
In order to provide a better understanding and recommendations for future success, this report provides an in-depth look at the baby food and drink market, including:
- How the economy, safety and health-related concerns, coupled with a decline in innovation, are impacting sales trends for the category as a whole and in each of its segments
- How demographic shifts, including among multicultural groups, as well as childhood obesity and its health-related conditions, are influencing future forecasts through 2016
- An assessment of which brands are gaining, which are losing, and why, as well as where private label baby food and drink currently fits within the category and how retailers can better leverage their store brands
- Insight into new product launches and how product claims compare to consumers’ interests and desires
- Evaluation of TV ads, as well as online and digital promotional efforts
- Insights from Mintel’s consumer research into the attitudes and behaviors of moms with children younger than 3 and their relation to baby food and drink, including usage and frequency, feeding behavior, purchase decision criteria, brand preference factors, other product-related attitudes, reasons for purchasing store-bought baby food and drink, and internet usage for baby-related topics
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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