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Baby Food and Drink - US - May 2013

“U.S. Census Bureau data show a 2.7% decline in population of children younger than five from 2008-13, signaling a shrinking market for baby food and drink. Innovative packaging and new formats that can make baby food and drink products appealing to babies longer will help counter losses in sales due to fewer babies being born.”

– Sarah Day Levesque, Food Analyst

Some questions answered in this report include:

  • What can the industry do to counter the effects of declining birthrates?
  • What role does nutrition play in the baby/toddler food market?
  • How can the industry address concerns over product safety?
 

After suffering a two-year setback in sales as a result, in large part, of the recession, the baby food and drink industry has started to recover and in 2012 sales reached $6.5 billion. The market is driven by the dominant baby formula segment and to a much lesser extent the baby food and snacks segment. Both segments have been held back by a declining birthrate and sluggish economy. However, product innovation in packaging that is both convenient for adults and toddlers to use has sparked some growth as well as expanded the consumer base for some products to older children. Small but growing sales of organic products are attracting new users and new companies, both of which encourage growth. Economic recovery along with continued innovation will help drive growth in this challenged industry.

 

Among the topics covered in this report are:

  • What is driving the baby/toddler food and drink market?
  • Current market size and future projections
  • How can baby/toddler food and drink companies balance health and nutrition trends with demand for convenient products?
  • Which companies have been the most aggressive in terms of marketing, product mix, and product innovations, and are they in sync with what consumers are most interested in?
  • What factors influence consumer behavior and what matters most to consumers?

This report includes powdered, ready-to-drink (RTD), and concentrated, canned baby formula. It also includes canned and jarred baby food (including shelf-stable and frozen/refrigerated products), cereal, and snacks, as well as baby juice.

Not included are other foods that babies consume such as fruit, non-baby-specific juice, or non-baby-specific canned or jarred products that may be eaten by consumers of all ages (e.g., “regular” apple sauce or cereal, “regular” juice).

For the purposes of this report, babies are children younger than one, and toddlers are aged 1-2 years.

 

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Table of contents

  1. Scope and Themes

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

                      • Overview
                        • Baby food and drink market size and forecast
                          • Figure 1: Total U.S. sales and fan chart forecast of baby food and drink, at current prices, 2007-17
                        • Baby food and drink segment performance
                          • Figure 2: Sales of baby food and drink, segmented by type, 2007-17
                        • Decline in birthrate shrinks baby food and drink consumer base
                          • Figure 3: Fertility rate, by race and ethnicity, 2010
                        • Full-time employment drives baby formula and store-bought food usage
                          • Figure 4: Parents' behaviors toward feeding their child(ren), by employment, February 2013
                        • Interest in all-natural and organic products adds momentum to market
                          • Figure 5: New baby food and drink product launches, by organic and not organic, 2007-13*
                        • Supermarkets suffer as consumers turn to value shopping experience
                          • Figure 6: Total U.S. retail sales of baby food and drink, by channel, at current prices, 2010 and 2012
                        • Three brands account for 87% of category sales
                          • Figure 7: MULO sales of baby food and drink, by leading companies, rolling 52 weeks 2012 and 2013
                        • Parents more likely to use formula but not necessarily store-bought food
                          • Figure 8: Parents' behaviors toward feeding their child(ren) younger than one, February 2013
                          • Figure 9: Parents' behaviors toward feeding their child(ren) younger than three, February 2013
                        • Price, all-natural ingredients, and convenience most important to parents
                          • Figure 10: Important characteristics when purchasing baby food and drink, February 2013
                        • Nutrition and safety on the minds of most parents
                          • Figure 11: Important nutritional characteristics when purchasing baby food and drink, February 2013
                        • What we think
                        • Issues in the Market

                            • What can the industry do to counter the effects of declining birthrates?
                              • What role does nutrition play in the baby/toddler food market?
                                • How can the industry address concerns over product safety?
                                • Insights and Opportunities

                                  • Expanding market beyond babies and toddlers
                                    • Positioning pureed fruits and vegetables for adults
                                      • Ethnic and exotic flavors may appeal to young adults
                                        • Baby food products that offer versatility in usage
                                        • Trend Applications

                                            • Trend: Factory Fear
                                              • Trend: Buydeology
                                                • Mintel Futures: Access Anything, Anywhere
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Declining birthrates, struggling economy, price instability obstruct growth
                                                      • Economic recovery, innovation, and market expansion will drive category
                                                        • Sales and forecast of baby food and drink
                                                          • Figure 12: Total U.S. retail sales and forecast of baby food and drink, at current prices, 2007-17
                                                          • Figure 13: Total U.S. retail sales and forecast of baby food and drink, at inflation adjusted prices, 2007-17
                                                        • Fan chart forecast
                                                            • Figure 14: Total U.S. sales and fan chart forecast of baby food and drink, at current prices, 2007-17
                                                        • Market Drivers

                                                          • Key points
                                                            • Declining fertility rates challenge baby food and drink market growth
                                                              • Figure 15: Fertility rate, by race and ethnicity, 2010
                                                            • Full-time employment drives use of store-bought baby/toddler food
                                                              • Figure 16: Parents' behaviors toward feeding their child(ren), by employment, February 2013
                                                            • Organic movement has hit baby food market
                                                            • Competitive Context

                                                              • Breast milk still number one source of nutrition for baby
                                                                • Homemade baby/toddler food used by more parents than store-bought food
                                                                  • Adult foods, such as cereals, compete for growing babies
                                                                    • Figure 17: Cheerios TV ad, “Two Generations,” 2012
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Baby formula remains dominant, but baby food growth rate much higher
                                                                      • Sales of baby food and drink, by segment
                                                                        • Figure 18: Sales of baby food and drink, segmented by type, 2010 and 2012
                                                                    • Segment Performance – Baby Formula

                                                                      • Key points
                                                                        • Baby formula to continue to drive slow category sales growth
                                                                          • Sales and forecast of baby formula
                                                                            • Figure 19: Sales and forecast of baby formula, at current prices, 2007-17
                                                                        • Segment Performance – Baby Food and Snacks

                                                                          • Key points
                                                                            • Baby food and snacks fares relatively well in recession recovery
                                                                              • Sales and forecast of baby food and snacks
                                                                                • Figure 20: Sales and forecast of baby food and snacks, at current prices, 2007-17
                                                                            • Segment Performance – Baby Electrolytes

                                                                              • Key points
                                                                                • Baby electrolytes suffer after recession, expected to slowly recover
                                                                                  • Sales and forecast of baby electrolytes
                                                                                    • Figure 21: Sales and forecast of baby electrolytes, at current prices, 2007-17
                                                                                • Segment Performance – Baby Juice

                                                                                  • Key points
                                                                                    • Baby juice on downward spiral, no end in sight
                                                                                      • Sales and forecast of baby juice
                                                                                        • Figure 22: Sales and forecast of baby juice, at current prices, 2007-17
                                                                                    • Retail Channels

                                                                                      • Key points
                                                                                        • Other channels sales dominance grows as supermarkets lose sales
                                                                                          • Sales of baby food and drink, by channel
                                                                                            • Figure 23: Total U.S. retail sales of baby food and drink, by channel, at current prices, 2010-12
                                                                                        • Retail Channels – Supermarkets

                                                                                          • Key points
                                                                                            • Supermarket sales of baby food and drink take 13% tumble since 2007
                                                                                              • Supermarket sales of baby food and drink
                                                                                                • Figure 24: U.S. supermarket sales of baby food and drink, at current prices, 2007-12
                                                                                            • Retail Channels – Drug Stores

                                                                                              • Key points
                                                                                                • Drug store sales remain small fraction of total sales
                                                                                                  • Drug store sales of baby food and drink
                                                                                                    • Figure 25: U.S. drug store sales of baby food and drink, at current prices, 2007-12
                                                                                                • Retail Channels – Other

                                                                                                  • Key points
                                                                                                    • Other channel finds success with competitive pricing
                                                                                                      • Other channel sales of baby food and drink
                                                                                                        • Figure 26: U.S. sales of baby food and drink, through other retail channels, at current prices, 2007-12
                                                                                                    • Retail Channels – Natural Supermarkets

                                                                                                      • Key points
                                                                                                        • Insights
                                                                                                          • Sales of baby food in the natural channel
                                                                                                            • Figure 27: Natural supermarket sales of baby food, at current prices, 2010-12*
                                                                                                            • Figure 28: Natural supermarket sales of baby food, at inflation-adjusted prices, 2010-12*
                                                                                                          • Natural channel sales of baby foods by segment
                                                                                                            • Figure 29: Natural supermarket sales of baby food, by segment, 2011 and 2013*
                                                                                                          • Natural channel sales of baby food by organic
                                                                                                            • Figure 30: Natural supermarket sales of baby food, by organic, 2011 and 2013*
                                                                                                        • Leading Companies

                                                                                                          • Key points
                                                                                                            • Three brands dominate baby food and drink market
                                                                                                              • Private label, other companies’ sales growing faster than leaders’
                                                                                                                • MULO sales of baby food and drink
                                                                                                                  • Figure 31: MULO sales of baby food and drink, by leading companies, rolling 52 weeks 2012, 2013
                                                                                                              • Brand Share – Baby Formula

                                                                                                                • Key points
                                                                                                                  • Similac, Enfamil lead segment, but Gerber experiences strongest growth
                                                                                                                    • Private label not making much headway
                                                                                                                      • MULO sales of baby formula
                                                                                                                        • Figure 32: MULO sales of baby formula, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                    • Brand Share – Baby Food and Snacks

                                                                                                                      • Key points
                                                                                                                        • Gerber dominates market, but shows little sign of growth in 2013
                                                                                                                          • Demand for organic, new products, savings drives other sales
                                                                                                                            • MULO sales of baby food and snacks
                                                                                                                              • Figure 33: MULO sales of baby food and snacks, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                          • Brand Share – Baby Electrolytes

                                                                                                                            • Key points
                                                                                                                              • Pedialyte and private label share baby electrolyte market
                                                                                                                                • MULO sales of baby electrolytes
                                                                                                                                  • Figure 34: MULO sales of baby electrolytes, by leading companies, rolling 52 weeks 2012, 2013
                                                                                                                              • Brand Share – Baby Juice

                                                                                                                                • Key points
                                                                                                                                  • Gerber, other brands suffer as baby juice sales decline
                                                                                                                                    • MULO sales of baby juice
                                                                                                                                      • Figure 35: MULO sales of baby juice, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                  • Innovations and Innovators

                                                                                                                                    • Traditional baby food leads all subcategories in innovation
                                                                                                                                      • Figure 36: New baby food and drink product launches, by subcategory, 2007-13*
                                                                                                                                    • Innovation in organic baby food is helping drive the market
                                                                                                                                      • Figure 37: New baby food and drink product launches, by organic and not organic, 2007-13*
                                                                                                                                      • Figure 38: New baby food and drink product launches, by brand, 2007-13*
                                                                                                                                    • New product claims reflect what parents say is important
                                                                                                                                      • Figure 39: Top 10 claims on new baby food and drink product launches, 2007-13*
                                                                                                                                  • Marketing Strategies

                                                                                                                                    • Overview of brand landscape
                                                                                                                                      • Brand analysis: Gerber Good Start
                                                                                                                                        • Figure 40: Brand analysis of Gerber Good Start, 2013
                                                                                                                                      • Online initiatives
                                                                                                                                        • Figure 41: Gerber Facebook Post, 2013
                                                                                                                                        • Figure 42: Gerber Website, 2013
                                                                                                                                      • TV presence
                                                                                                                                        • Figure 43: Gerber Good Start TV ad, “Baby Einstein,” 2012
                                                                                                                                      • Brand analysis: Gerber Graduates
                                                                                                                                        • Figure 44: Brand analysis of Gerber Graduates, 2013
                                                                                                                                      • TV presence
                                                                                                                                        • Figure 45: Gerber Graduates TV ad, “Graduates Grabbers/Lil’ Entrees,” 2012
                                                                                                                                      • Brand analysis: Earth’s Best Organic
                                                                                                                                        • Figure 46: Brand analysis of Earth’s Best Organics, 2013
                                                                                                                                      • Online initiatives
                                                                                                                                        • Figure 47: Earth’s Best Organic Facebook Post, 2013
                                                                                                                                      • TV presence
                                                                                                                                        • Figure 48: Earth’s Best organic TV ad, “Best Way to Grow,” 2012
                                                                                                                                      • Brand analysis: Enfamil
                                                                                                                                        • Figure 49: Brand analysis of Enfamil, 2013
                                                                                                                                      • Online initiatives
                                                                                                                                        • Figure 50: Enfamil Facebook Post, 2013
                                                                                                                                        • Figure 51: Enfamil YouTube Video, 2013
                                                                                                                                      • TV presence
                                                                                                                                        • Figure 52: Enfamil TV ad, “Peace of Mind,” 2012
                                                                                                                                    • Social Media – Baby Food and Drink

                                                                                                                                      • Key points
                                                                                                                                        • Social media metrics
                                                                                                                                          • Figure 53: Key performance indicators, April 2013
                                                                                                                                        • Market overview
                                                                                                                                          • Brand usage and awareness
                                                                                                                                            • Figure 54: Usage and awareness of selected baby food and drink brands, February 2013
                                                                                                                                          • Interaction with baby food and drink brands
                                                                                                                                            • Figure 55: Interaction with baby food and drink brands, February 2013
                                                                                                                                          • Online conversations
                                                                                                                                            • Figure 56: Selected baby food and drink brands’ share of conversation, Jan. 17-April 16, 2013
                                                                                                                                            • Figure 57: Conversations on selected baby food and drink brands, by week, Jan. 17-April 16, 2013
                                                                                                                                          • Where are people talking about baby food and drink brands?
                                                                                                                                            • Figure 58: Selected baby food and drink brands’ share of brand conversations, by page type, Jan. 17-April 16, 2013
                                                                                                                                          • What are people talking about?
                                                                                                                                            • Figure 59: Types of conversations concerning selected baby food and drink brands, Jan. 17-April 16, 2013
                                                                                                                                            • Figure 60: Types of conversations concerning selected baby food and drink brands, by week, Jan. 17-April 16, 2013
                                                                                                                                            • Figure 61: Types of conversations concerning selected baby food and drink brands, by site type, Jan. 17-April 16, 2013
                                                                                                                                          • Analysis by brand
                                                                                                                                            • Enfamil
                                                                                                                                              • Figure 62: Enfamil—Key social media indicators, April 15, 2013
                                                                                                                                            • Key online campaigns
                                                                                                                                              • What we think
                                                                                                                                                • Gerber
                                                                                                                                                  • Figure 63: Gerber—Key social media indicators, April 15, 2013
                                                                                                                                                • Key online campaigns
                                                                                                                                                  • What we think
                                                                                                                                                    • Plum Organics
                                                                                                                                                      • Figure 64: Plum Organics—Key social media indicators, April 15, 2013
                                                                                                                                                    • Key online campaigns
                                                                                                                                                      • Figure 65: Word cloud of mentions of Plum Organic’s “The Full Effect” campaign, Jan. 17-April 21, 2013
                                                                                                                                                    • What we think
                                                                                                                                                      • Earth’s Best
                                                                                                                                                        • Figure 66: Earth’s Best—Key social media indicators, April 15, 2013
                                                                                                                                                      • Key online campaigns
                                                                                                                                                        • What we think
                                                                                                                                                          • Ella’s Kitchen
                                                                                                                                                            • Figure 67: Ella’s Kitchen—Key social media indicators, April 15, 2013
                                                                                                                                                          • Key online campaigns
                                                                                                                                                            • What we think
                                                                                                                                                              • Happy Baby
                                                                                                                                                                • Figure 68: Happy Baby—Key social media indicators, April 15, 2013
                                                                                                                                                              • Key online campaigns
                                                                                                                                                                • What we think
                                                                                                                                                                • Parents’ Feeding Behavior

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Parents more likely to buy formula and food than nurse and make food
                                                                                                                                                                      • Figure 69: Parents' behaviors toward feeding their child(ren), by age of child(ren), February 2013
                                                                                                                                                                    • Employment status impacts how parents feed babies and toddlers
                                                                                                                                                                      • Figure 70: Parents' behaviors toward feeding their child(ren), by employment, February 2013
                                                                                                                                                                    • First-time parents more likely to rely on store-bought baby/toddler food
                                                                                                                                                                      • Figure 71: Parents' behaviors toward feeding their child(ren), by parents with children, February 2013
                                                                                                                                                                  • Attitudes Comparing Homemade and Store-bought Food

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Homemade baby/toddler food more highly regarded than store-bought food
                                                                                                                                                                        • Figure 72: Attitudes toward baby/toddler food, February 2013
                                                                                                                                                                      • Dads more likely than moms to favor store-bought baby/toddler food
                                                                                                                                                                        • Figure 73: Store-bought baby/toddler food, by gender, February 2013
                                                                                                                                                                      • New parents more likely to think store-bought food is cheaper, less wasteful
                                                                                                                                                                        • Figure 74: Store-bought baby/toddler food, by parents with children, February 2013
                                                                                                                                                                    • Important Product Attributes

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Parents value price, all-natural ingredients, and convenience most
                                                                                                                                                                          • Figure 75: Important characteristics when purchasing baby food and drink, February 2013
                                                                                                                                                                        • Many parents think nutritional attributes are important
                                                                                                                                                                          • Parents using only store-bought food value nutrition, ingredients less
                                                                                                                                                                            • Figure 76: Any important characteristics when purchasing baby food and drink, by parents' behaviors toward feeding their child(ren), February 2013
                                                                                                                                                                        • Baby/Toddler Food and Drink Parent Behavior

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Word-of-mouth marketing plays role in baby/toddler food marketing
                                                                                                                                                                              • Figure 77: Behaviors toward baby/toddler food and drink, February 2013
                                                                                                                                                                            • Labeling may be more effective in reaching parents aged 35+
                                                                                                                                                                              • Figure 78: Research behavior toward baby/toddler food and drink, by age, February 2013
                                                                                                                                                                            • Parents aged 35+ more brand loyal, less likely to value shop
                                                                                                                                                                              • Figure 79: Purchase behavior toward baby/toddler food and drink, by age, February 2013
                                                                                                                                                                          • Parents’ Attitudes on Baby and Toddler Food

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Nutrition a concern for almost a quarter of parents
                                                                                                                                                                                • Figure 80: Attitudes toward baby food and drink nutritional attributes, February 2013
                                                                                                                                                                              • Low-income parents more concerned about product safety
                                                                                                                                                                                • Figure 81: Attitudes toward baby food and drink nutritional attributes, by household income, February 2013
                                                                                                                                                                              • Parents who use a mix of foods more likely to desire ethnic food options
                                                                                                                                                                                • Figure 82: Attitudes toward baby food and drink nutritional attributes, by feeding type, February 2013
                                                                                                                                                                            • Sources of Nutritional Information

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Parents most likely to look online for baby food and drink products
                                                                                                                                                                                  • Figure 83: Attitudes toward nutritional information, February 2013
                                                                                                                                                                                • Men and women favor different sources for baby food information
                                                                                                                                                                                  • Figure 84: Attitudes toward nutritional information, by gender, February 2013
                                                                                                                                                                                • Household income level plays a role in determining information sources
                                                                                                                                                                                  • Figure 85: Attitudes toward nutritional information, by household income, February 2013
                                                                                                                                                                              • Race and Hispanic Origin

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Non-white parents more likely to use formula, make baby food
                                                                                                                                                                                    • Figure 86: Parents’ behavior toward feeding their child(ren), by race, February 2013
                                                                                                                                                                                    • Figure 87: Parents’ behavior toward feeding their child(ren) drinks, by race, February 2013
                                                                                                                                                                                  • Low/no sugar, recognizable brand trump convenience for other races
                                                                                                                                                                                    • Figure 88: Any important characteristics when purchasing baby food and drink, by race, February 2013
                                                                                                                                                                                    • Figure 89: Attitudes toward nutritional information, by race, February 2013
                                                                                                                                                                                • IRI/Builders – Key Household Purchase Measures

                                                                                                                                                                                    • Overview of baby food
                                                                                                                                                                                      • Baby food/snacks
                                                                                                                                                                                        • Consumer insights on key purchase measures—baby food/snacks
                                                                                                                                                                                          • Brand map
                                                                                                                                                                                            • Figure 90: Brand map, selected brands of baby food/snacks, by household penetration, 2012*
                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                              • Figure 91: Key purchase measures for the top brands of baby food/snacks, by household penetration, 2012*
                                                                                                                                                                                          • Appendix – Food and Drink Market Drivers

                                                                                                                                                                                            • Consumer confidence
                                                                                                                                                                                              • Figure 92: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                                            • Unemployment
                                                                                                                                                                                              • Figure 93: U.S. unemployment rate, by month, 2002-13
                                                                                                                                                                                              • Figure 94: U.S. Unemployment and underemployment rates, 2007-13
                                                                                                                                                                                              • Figure 95: Number of employed civilians in U.S., in thousands, 2007-13
                                                                                                                                                                                            • Food cost pressures
                                                                                                                                                                                              • Figure 96: Changes in USDA Food Price Indexes, 2011 through 2013, March 25, 2013
                                                                                                                                                                                            • Obesity
                                                                                                                                                                                              • Figure 97: U.S. Obesity, by age group, 2008 and 2012
                                                                                                                                                                                            • Childhood and teen obesity—highest in decades
                                                                                                                                                                                              • Figure 98: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                            • Racial, ethnic population growth
                                                                                                                                                                                              • Figure 99: Population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                              • Figure 100: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                            • Shifting U.S. demographics
                                                                                                                                                                                              • Figure 101: Population, by age, 2008-18
                                                                                                                                                                                              • Figure 102: Households, by presence of own children, 2002-12
                                                                                                                                                                                          • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                              • Figure 103: Parents' behaviors toward feeding their child(ren), by gender, February 2013
                                                                                                                                                                                              • Figure 104: Parents' behaviors toward feeding their child(ren), by household income, February 2013
                                                                                                                                                                                              • Figure 105: Parents' behaviors toward feeding their child(ren), by parents with children, February 2013
                                                                                                                                                                                              • Figure 106: Homemade baby/toddler food, by gender, February 2013
                                                                                                                                                                                              • Figure 107: Homemade baby/toddler food, by household income, February 2013
                                                                                                                                                                                              • Figure 108: Homemade baby/toddler food, by employment, February 2013
                                                                                                                                                                                              • Figure 109: Homemade baby/toddler food, by region, February 2013
                                                                                                                                                                                              • Figure 110: Homemade baby/toddler food, by parents' behaviors toward feeding their child(ren), February 2013
                                                                                                                                                                                              • Figure 111: Store-bought baby/toddler food, by gender, February 2013
                                                                                                                                                                                              • Figure 112: Store-bought baby/toddler food, by region, February 2013
                                                                                                                                                                                              • Figure 113: Store-bought baby/toddler food, by parents' behaviors toward feeding their child(ren), February 2013
                                                                                                                                                                                              • Figure 114: They are about the same, by parents' behaviors toward feeding their child(ren), February 2013
                                                                                                                                                                                              • Figure 115: Attitudes toward nutritional information, by presence of children in household, February 2013
                                                                                                                                                                                              • Figure 116: Attitudes toward nutritional information, by parents' behaviors toward feeding their child(ren), February 2013
                                                                                                                                                                                              • Figure 117: Usage of baby drink and food in the past 12 months, by attitudes toward nutritional information, February 2013
                                                                                                                                                                                              • Figure 118: Usage of baby drink and food in the past 12 months, by attitudes toward nutritional information, February 2013
                                                                                                                                                                                              • Figure 119: Usage of baby drink and food in the past 12 months, by attitudes toward nutritional information, February 2013
                                                                                                                                                                                              • Figure 120: Usage of baby drink and food in the past 12 months, by behaviors toward baby/toddler food and drink, February 2013
                                                                                                                                                                                              • Figure 121: Usage of baby drink and food in the past 12 months, by behaviors toward baby/toddler food and drink, February 2013
                                                                                                                                                                                              • Figure 122: Attitudes toward baby food and drink nutritional attributes, by generation, February 2013
                                                                                                                                                                                          • Appendix – Social Media – Baby Food and Drink

                                                                                                                                                                                            • Brand usage and awareness
                                                                                                                                                                                              • Figure 123: Brand usage or awareness, February 2013
                                                                                                                                                                                              • Figure 124: Enfamil usage or awareness, by demographics, February 2013
                                                                                                                                                                                              • Figure 125: Earth’s best usage or awareness, by demographics, February 2013
                                                                                                                                                                                              • Figure 126: Plum organics usage or awareness, by demographics, February 2013
                                                                                                                                                                                              • Figure 127: Ella’s kitchen usage or awareness, by demographics, February 2013
                                                                                                                                                                                              • Figure 128: Happy Baby usage or awareness, by demographics, February 2013
                                                                                                                                                                                              • Figure 129: Gerber usage or awareness, by demographics, February 2013
                                                                                                                                                                                            • Activities done
                                                                                                                                                                                              • Figure 130: Activities done, February 2013
                                                                                                                                                                                              • Figure 131: Enfamil—Activities done, by demographics, February 2013
                                                                                                                                                                                              • Figure 132: Earth’s Best—Activities done, by demographics, February 2013
                                                                                                                                                                                              • Figure 133: Gerber—Activities done, by demographics, February 2013
                                                                                                                                                                                            • Online conversations
                                                                                                                                                                                              • Figure 134: Selected baby food and drink brands’ share of conversation, Jan. 17-April 16, 2013
                                                                                                                                                                                              • Figure 135: Conversations on selected baby food and drink brands, by day, Jan. 17-April 16, 2013
                                                                                                                                                                                              • Figure 136: Selected baby food and drink brands’ share of brand conversations, by page type, Jan. 17-April 16, 2013
                                                                                                                                                                                              • Figure 137: Types of conversations concerning selected baby food and drink brands, Jan. 17-April 16, 2013
                                                                                                                                                                                              • Figure 138: Types of conversations concerning selected baby food and drink brands, by day, Jan. 17-April 16, 2013
                                                                                                                                                                                              • Figure 139: Types of conversations concerning selected baby food and drink brands, by site type, Jan. 17-April 16, 2013
                                                                                                                                                                                          • Appendix – SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                              • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                • Abbott Laboratories
                                                                                                                                                                                                • Beech-Nut Nutrition Corp.
                                                                                                                                                                                                • Family Dollar Stores, Inc
                                                                                                                                                                                                • Mead Johnson & Company
                                                                                                                                                                                                • Nestlé USA
                                                                                                                                                                                                • The Hain Celestial Group, Inc.
                                                                                                                                                                                                • Walmart Stores (USA)

                                                                                                                                                                                                Baby Food and Drink - US - May 2013

                                                                                                                                                                                                £3,277.28 (Excl.Tax)