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Baby Food and Drink - US - May 2011

"Simply knowing that parents won’t compromise on buying for their little ones should not encourage complacency among manufacturers. To some extent, this has occurred among the multinationals, but the exciting growth of the smaller niche brands eventually spurred them into action."

– Alex Beckett, Senior Food Analyst

This report includes products manufactured specifically for babies and infants aged primarily under 2, although manufacturers are targeting older infants with commercial products.

The report covers:

  • milks, including liquid ready-to-feed (RTF) products
  • meals (wet and dry)
  • baby drinks
  • finger foods, including rusks, ‘extruded snacks’, baby rice cakes, biscuits and fruit snacks.
  • Baby drinks include ready-to-drink (RTD) liquids, which are generally presented in plastic bottles for decanting into a feeding bottle or beaker, as well as concentrates, and powdered granulated drinks, for dilution with water.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer data
              • Advertising clips
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Baby food and drink market declines continue in 2010
                        • Consumers laboring under higher food costs and less disposable income
                          • Baby formula leads overall, but is driving the market’s declines
                            • Supermarkets remain the retailer of choice
                              • Leading companies remain Nestlé and Abbott Nutrition
                                • Innovations continue rapidly apace
                                  • A fresh look at marketing strategies
                                    • The consumer
                                    • Insights and Opportunities

                                      • Smaller companies pursuing new packaging ideas
                                        • Teaming up with larger companies
                                          • Learn from other companies’ mistakes
                                            • Organic baby food has yet to reach its potential
                                              • Changing the eco-friendly paradigm
                                              • Inspire Insights

                                                  • Trend: “Green Technology”
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Baby food and drink market feeling effects of recession, decline in birth rate
                                                        • Sales and forecast of baby food and drink
                                                          • Figure 1: Total U.S. retail sales of baby food and drink, at current prices, 2005-12
                                                          • Figure 2: Total U.S. retail sales of baby food and drink, at inflation-adjusted prices, 2005-12
                                                        • Fan chart forecast
                                                            • Figure 3: Fan chart forecast for baby food and drink, at current prices, 2005-12
                                                          • Walmart sales
                                                          • Market Drivers

                                                            • Rising food prices impacting consumers’ disposable income
                                                              • Birth rate at its lowest point in the last century
                                                                  • Figure 4: Households by presence of children, 1999-2009
                                                                • Companies face labeling warnings from FDA
                                                                  • New federal regulations encourage breastfeeding
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Breastfeeding slowing usage of baby formula
                                                                        • High unemployment leaves more time to make food, save money
                                                                          • Figure 5: Feeding behavior, by age and household income, January/February 2011
                                                                        • Making do with substitutes
                                                                          • Mommy blogs proving to have staying power
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Baby formula shows decline, but continues to dominate the category
                                                                                • Sales of market, by segment
                                                                                  • Total U.S. sales of baby food and drink, by segment
                                                                                    • Figure 6: Total U.S. sales of baby food and drink, by segment, 2008-10
                                                                                • Segment Performance—Baby Formula

                                                                                  • Key points
                                                                                    • Breastfeeding having an impact on sales of baby formula
                                                                                      • Sales and forecast of baby formula
                                                                                        • Figure 7: Total U.S. sales of baby formula, 2005-12
                                                                                    • Segment Performance—Baby Food and Snacks

                                                                                      • Key points
                                                                                        • Sales of baby food and snacks remains stable
                                                                                          • Sales and forecast of baby food and snacks
                                                                                            • Figure 8: Total U.S. sales and forecast of baby food and snacks, at current prices, 2005-12
                                                                                        • Segment Performance—Baby Electrolytes

                                                                                          • Key points
                                                                                            • Baby electrolytes fall further out of favor
                                                                                              • Sales and forecast of baby electrolytes
                                                                                                • Figure 9: Total U.S. sales and forecast of baby electrolytes, at current prices, 2005-12
                                                                                            • Segment Performance—Baby Juice

                                                                                              • Key points
                                                                                                • Baby juice sales continue to decline
                                                                                                  • Sales and forecast of baby juice
                                                                                                    • Figure 10: Total U.S. sales and forecast of baby juice, at current prices, 2005-12
                                                                                                • Retail Channels

                                                                                                  • Key points
                                                                                                    • Supermarkets and their promise of one-stop shopping a powerful draw
                                                                                                      • Figure 11: Total U.S. FDMx sales of baby food and drink, by channel, 2008 and 2010
                                                                                                    • Sales through supermarkets continue to be on the decline
                                                                                                      • Some stores trying to cater to certain demographics
                                                                                                        • Figure 12: Supermarket/food store sales of baby food and drink, at current prices, 2005-10
                                                                                                      • Warehouse clubs see sales drop between 2008 and 2010
                                                                                                        • Figure 13: Supercenter and warehouse club sales of baby food and drink, at current prices, 2005-10
                                                                                                      • Drugstores see less of a decline than other channels in 2009-2010
                                                                                                        • Figure 14: Other retailer sales of baby food and drink, at current prices, 2005-10
                                                                                                    • Retail Channels—Natural Supermarkets

                                                                                                      • Key points
                                                                                                        • Insights
                                                                                                          • Sales of baby food in the natural channel
                                                                                                            • Figure 15: Natural supermarket sales of baby food, at current prices, 2008-10*
                                                                                                            • Figure 16: Natural supermarket sales of baby food, at inflation-adjusted prices, 2008-10*
                                                                                                          • Natural channel sales by segment
                                                                                                            • Figure 17: Natural supermarket sales of baby food, by segment, 2008 and 2010*
                                                                                                          • Leading brands
                                                                                                            • Natural channel sales by organic content
                                                                                                              • Figure 18: Natural supermarket sales of baby food, by organic content, 2008 and 2010*
                                                                                                          • Leading Companies

                                                                                                            • Key points
                                                                                                              • Leading companies jockeying for the top position
                                                                                                                • FDMx sales of baby food and drink by manufacturer
                                                                                                                  • Figure 19: Manufacturer FDMx sales of baby food and drink in the U.S., 2010 and 2011
                                                                                                              • Brand Share—Baby Formula

                                                                                                                • Key points
                                                                                                                  • Rebranding only partially successful
                                                                                                                    • Changes in WIC program continue to have an impact
                                                                                                                      • Private label receives a boost
                                                                                                                        • Manufacturer and brand sales of baby formula
                                                                                                                          • Figure 20: Selected FDMx brand sales of baby formula, 2010 and 2011
                                                                                                                      • Brand Share—Baby Food and Snacks

                                                                                                                        • Key points
                                                                                                                          • Largest manufacturers stepping up their offerings
                                                                                                                            • Smaller companies find ways to compete
                                                                                                                              • Manufacturer and brand sales of baby food and snacks
                                                                                                                                • Figure 21: Selected FDMx brand sales of baby food and snacks, 2010 and 2011
                                                                                                                            • Brand Share—Baby Electrolytes

                                                                                                                              • Key points
                                                                                                                                • Pedialyte remains in the top spot, even as private label gains ground
                                                                                                                                  • Manufacturer and brand sales of baby electrolytes
                                                                                                                                    • Figure 22: Selected FDMx brand sales of baby electrolytes, 2010 and 2011
                                                                                                                                • Brand Share—Baby Juice

                                                                                                                                  • Key points
                                                                                                                                    • Juice remains the smallest segment of the baby food and drink category
                                                                                                                                      • Manufacturer and brand sales of baby juice
                                                                                                                                        • Figure 23: Selected FDMx brand sales of baby juice, 2010 and 2011
                                                                                                                                    • Innovations and Innovators

                                                                                                                                      • Key points
                                                                                                                                        • Drop-off in number of baby savory meals and dishes introduced
                                                                                                                                          • Baby food and drink product launches 2007-11
                                                                                                                                            • Figure 24: New baby food product launches, by subcategory, 2007-11
                                                                                                                                          • Desire for products with no additives or preservatives fuels new product launches
                                                                                                                                            • Figure 25: New baby food product launches, by product claim, 2007-11
                                                                                                                                          • Shelf-stable remains the most popular packaging type by far
                                                                                                                                            • Figure 26: New baby food product launches, by storage type, 2007-11
                                                                                                                                          • Gerber has the most new product launches
                                                                                                                                            • Figure 27: New baby food product launches, by top five companies/top three brands, 2007-11
                                                                                                                                            • Figure 28: New baby food product launches, by name brand and private label segmentation, 2007-11
                                                                                                                                          • Product innovations
                                                                                                                                            • Baby fruit products, desserts and yogurts
                                                                                                                                              • Baby savory meals and dishes
                                                                                                                                                • Baby snacks
                                                                                                                                                • Marketing Strategies

                                                                                                                                                  • Overview
                                                                                                                                                    • Social media marketing
                                                                                                                                                      • Gerber engaging more directly with consumers
                                                                                                                                                        • Television advertising
                                                                                                                                                          • Beech-Nut Steamies
                                                                                                                                                            • Figure 29: Beech-Nut Steamies, 2011
                                                                                                                                                          • Enfamil Premium Newborn
                                                                                                                                                            • Figure 30: Enfamil Premium Newborn, 2011
                                                                                                                                                          • Gerber Graduates Puffs
                                                                                                                                                            • Figure 31: Gerber Graduates Puffs, 2010
                                                                                                                                                          • PBM Products
                                                                                                                                                            • Figure 32: PBM Products, 2010
                                                                                                                                                        • Baby Food and Drink Usage

                                                                                                                                                          • Key points
                                                                                                                                                            • Formula usage
                                                                                                                                                              • Figure 33: Baby food and drink usage, by age and household income, January/February 2011
                                                                                                                                                              • Figure 34: Liquid/powdered baby formula, by race/Hispanic origin, July 2009-September 2010
                                                                                                                                                              • Figure 35: Liquid/powdered baby formula, by household income, July 2009-September 2010
                                                                                                                                                            • Baby and toddler food usage
                                                                                                                                                              • Figure 36: baby food/baby cereals/juices, by race/Hispanic origin, July 2009-September 2010
                                                                                                                                                              • Figure 37: baby food/baby cereals/juices, by household income, July 2009-September 2010
                                                                                                                                                            • Usage frequency
                                                                                                                                                              • Figure 38: Baby food and drink usage frequency, July 2009-September 2010
                                                                                                                                                            • Organic food/baby food usage
                                                                                                                                                              • Figure 39: Organic food/baby food usage, by race/Hispanic origin, July 2009-September 2010
                                                                                                                                                              • Figure 40: Organic food/baby food usage, by race/Hispanic origin, July 2009-September 2010
                                                                                                                                                          • Feeding Behavior

                                                                                                                                                            • Key points
                                                                                                                                                              • Feeding behavior
                                                                                                                                                                • Figure 41: Feeding behavior, by age and household income, January/February 2011
                                                                                                                                                                • Figure 42: Feeding behavior during a typical week, by age and household income, January/February 2011
                                                                                                                                                            • Reasons Why Moms Use Store-Bought Baby Food

                                                                                                                                                              • Key points
                                                                                                                                                                • Experienced moms rely less on convenience
                                                                                                                                                                  • Figure 43: Reasons why moms use store-bought baby food, by various demographics, January/February 2011
                                                                                                                                                                  • Figure 44: Attributes that matter to moms for food/drink they buy for child(ren) age 3 and under, by various demographics, January/February 2011
                                                                                                                                                              • Brand Usage and Attitudes

                                                                                                                                                                • Key points
                                                                                                                                                                  • Lack of brand loyalty among moms buying store-bought baby food
                                                                                                                                                                    • Figure 45: Brand usage and attitudes, by various demographics, January/February 2011
                                                                                                                                                                    • Figure 46: Attitudes toward varieties of baby food and drink, January/February 2011
                                                                                                                                                                    • Figure 47: Attitudes toward varieties of baby food and drink, by various demographics, January/February 2011
                                                                                                                                                                • Internet Usage for Baby-Related Concerns

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Mommy blogs as internet phenomenon
                                                                                                                                                                      • Figure 48: Internet usage for baby-related concerns, January/February 2011
                                                                                                                                                                      • Figure 49: Internet usage for baby-related concerns, by top five responses, and by various demographics, January/February 2011
                                                                                                                                                                      • Figure 50: Internet usage for baby-related concerns, by bottom five responses, and by various demographics, January/February 2011
                                                                                                                                                                  • Cluster Analysis

                                                                                                                                                                      • Price Insensitives
                                                                                                                                                                        • Demographics
                                                                                                                                                                          • Characteristics
                                                                                                                                                                            • Opportunity
                                                                                                                                                                              • Store-Bought Advocates
                                                                                                                                                                                • Demographics
                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                      • Budgeting Combiners
                                                                                                                                                                                        • Demographics
                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                              • Characteristic tables
                                                                                                                                                                                                • Figure 51: Baby food and drink clusters, January/February 2011
                                                                                                                                                                                                • Figure 52: Baby food and drink usage, by baby food and drink clusters, January/February 2011
                                                                                                                                                                                                • Figure 53: Feeding behavior, by baby food and drink clusters, January/February 2011
                                                                                                                                                                                                • Figure 54: Reasons why moms use store-bought baby food, by baby food and drink clusters, January/February 2011
                                                                                                                                                                                                • Figure 55: Brand usage and attitudes, by baby food and drink clusters, January/February 2011
                                                                                                                                                                                              • Demographic tables
                                                                                                                                                                                                • Figure 56: Baby food and drink clusters, by age, January/February 2011
                                                                                                                                                                                                • Figure 57: Baby food and drink clusters, by household income, January/February 2011
                                                                                                                                                                                                • Figure 58: Baby food and drink clusters, by household size, January/February 2011
                                                                                                                                                                                                • Figure 59: Baby food and drink clusters, by children under 18 in household, January/February 2011
                                                                                                                                                                                                • Figure 60: Baby food and drink clusters, by employment, January/February 2011
                                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Feeding behavior
                                                                                                                                                                                                    • Figure 61: Feeding behavior, by formula/breastfeeding groups, January/February 2011
                                                                                                                                                                                                  • Attitudes and behavior, by custom groups
                                                                                                                                                                                                      • Figure 62: Brand usage and attitudes, by custom groups, January/February 2011
                                                                                                                                                                                                      • Figure 63: Attitudes to varieties of baby food and drink, by custom groups, January/February 2011
                                                                                                                                                                                                      • Figure 64: Internet usage for baby-related concerns (top five responses), by custom groups, January/February 2011
                                                                                                                                                                                                      • Figure 65: Internet usage for baby-related concerns (next five responses), by custom groups, January/February 2011
                                                                                                                                                                                                  • SymphonyIRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                      • Baby food
                                                                                                                                                                                                        • Consumer insights on key purchase measures – baby food
                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                            • Figure 66: Brand map, selected brands of baby food buying rate by household penetration, 2010*
                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                              • Figure 67: Key purchase measures for the top brands of baby food, by household penetration, 2010*
                                                                                                                                                                                                          • Appendix—Other Useful Tables

                                                                                                                                                                                                              • Figure 68: Households expecting babies, by key demographics, July 2009-September 2010
                                                                                                                                                                                                              • Figure 69: Population, by age, 2006-16
                                                                                                                                                                                                              • Figure 70: Population by race and Hispanic origin, 2006-16
                                                                                                                                                                                                              • Figure 71: Population, by generation, 2011
                                                                                                                                                                                                              • Figure 72: Real disposable income, 2007-10
                                                                                                                                                                                                          • Appendix—Trade Associations

                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                            • Abbott Laboratories
                                                                                                                                                                                                            • Beech-Nut Nutrition Corp.
                                                                                                                                                                                                            • Bristol-Myers Squibb Company
                                                                                                                                                                                                            • Chattem, Inc.
                                                                                                                                                                                                            • Duane Reade, Inc
                                                                                                                                                                                                            • Ella's Kitchen Ltd
                                                                                                                                                                                                            • Food and Drug Administration
                                                                                                                                                                                                            • Food Institute
                                                                                                                                                                                                            • Food Marketing Institute
                                                                                                                                                                                                            • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                            • International Food Information Council Foundation (IFIC)
                                                                                                                                                                                                            • Merz Pharmaceuticals LLC
                                                                                                                                                                                                            • Nestlé USA
                                                                                                                                                                                                            • Organic Trade Association
                                                                                                                                                                                                            • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                            • Procter & Gamble USA
                                                                                                                                                                                                            • The Hain Celestial Group, Inc.
                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                            • U.S. Department of Agriculture
                                                                                                                                                                                                            • US Department of Labor
                                                                                                                                                                                                            • Walgreen Co
                                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                                            • Walt Disney Company, The
                                                                                                                                                                                                            • Whole Foods Market Inc

                                                                                                                                                                                                            Baby Food and Drink - US - May 2011

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