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Feeding Babies and Toddlers - US - February 2016

Following five years of 2.4% annual sales growth, the market for baby/toddler foods has reached $6.9 billion, and with the increase in the birthrate, the market for baby/toddler food and drinks will grow.

This report examines the following areas:

  • Baby food/drink sales to rise
  • Breastfeeding’s growth comes at formula’s expense
  • Birthrate rise should bode well for baby food/drink

Parents are willing to pay a premium for these goods, providing the quality meets parents’ expectations – and the child enjoys the flavor. Having children later in life means parents are likely more established in their careers and, therefore, have greater available income to pay the premium that organic and natural products typically command. However, these recession-hardened consumers are aware that such claims, as well as preservative-, artificial-, and GMO-free promises, are just as viable from less-expensive alternatives and private label offerings.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Baby food/drink sales to rise
            • Figure 1: Total US sales and fan chart forecast of baby food and drink, at current prices, 2010-20
          • Breastfeeding’s growth comes at formula’s expense
            • Figure 2: Total US retail sales and forecast of baby formula, at current prices, 2010-20
          • Birthrate rise should bode well for baby food/drink
            • Figure 3: Annual births and fertility rate, 2003-14
          • The opportunities
            • Organic, GMO-free baby food claims surge
              • Figure 4: Baby food launches in the US, by claim, 2010-15
            • Health, convenience vie for parent’s baby/toddler food choices
              • Figure 5: Baby/toddler food opportunities, December 2015
            • Calorie concerns among Hispanic parents
              • Figure 6: Attitudes toward vegetables and calorie consumption, Any agree, by Hispanic origin, December 2015
            • What it means
            • The Market – What You Need to Know

              • Baby food/drink sales rise
                • Formula leads a growing market, with baby food/snacks gaining ground
                  • Mothers having children later in life
                  • Market Size and Forecast

                    • Baby food sales continue to grow
                      • Figure 7: Total US sales and fan chart forecast of baby food and drink, at current prices, 2010-20
                      • Figure 8: Total US sales and forecast of baby food and drink, at current prices, 2010-20
                  • Market Breakdown

                    • Formula dominates market share
                      • Figure 9: Sales of baby food and drink, by segment, current year
                    • Formula sales to increase
                      • Figure 10: Total US retail sales and forecast of baby formula, at current prices, 2010-20
                    • Organic impact on baby food/snacks
                      • Figure 11: Total US retail sales and forecast of baby food and snacks, at current prices, 2010-20
                    • Electrolytes a small but growing segment
                      • Figure 12: Total US retail sales and forecast of baby electrolytes, at current prices, 2010-20
                    • Baby juice continues decline
                      • Figure 13: Total US retail sales and forecast of baby juice, at current prices, 2010-20
                    • Supercenters/club stores impacting supermarket baby food sales
                      • Figure 14: Total US retail sales of baby food and drink, by channel, at current prices, 2010-15
                    • Dramatic sales jump for formula in natural channels
                      • Figure 15: Change in sales of baby food and drink – overall natural channel versus naturally-positioned products in the natural channel, at current prices, rolling 52 weeks ending Nov. 3, 2013, and Nov. 1, 2015
                  • Market Perspective

                    • Recall relevance
                      • Breastfeeding boom
                      • Market Factors

                        • Consumer confidence could increase spending and possibly birthrates further
                          • Figure 16: Consumer Sentiment Index, January 2007-November 2015
                        • Birth rate rise should bode well for baby food/drink
                          • Figure 17: Annual births and fertility rate, 2003-14
                        • Babies coming later in mothers’ lives
                          • Figure 18: US birth rates, by age of mother, 1990-2014
                      • Key Players – What You Need to Know

                        • Nestle’s declines are Abbott’s gains
                          • Parents continue to eschew baby juice
                            • Celebrities fuel growth in electrolyte sales
                            • Manufacturer Sales of Baby/Toddler Foods

                              • Nestle dips, as Abbott and Mead Johnson rise
                                • Manufacturer sales of baby food and drink
                                  • Figure 19: Manufacturer sales of baby food and drink, rolling 52 weeks 2014 and 2015
                                • Baby formula brands highlight similarities to breast milk
                                  • Figure 20: MULO sales of baby formula, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                • Organic options emerge in baby food and snacks
                                  • Figure 21: MULO sales of baby food and snacks, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                • Baby electrolytes not just for babies
                                  • Figure 22: MULO sales of baby electrolytes, by leading companies and brands, rolling 52 weeks 2014 and 2015
                              • What’s Working?

                                • Baby snack innovation rebounds
                                  • Figure 23: Baby food launches in the US, by segment, 2010-15
                                  • Figure 24: Dessert and snack product launch examples
                                • Private label launches reflect national brand trends
                                  • Figure 25: Baby food launches in the US, branded versus private label, 2010-15
                                  • Figure 26: Private label launch examples
                                • Baby food messages conveying the realities of parenting
                                  • Figure 27: Plum Organics # ParentingUnfiltered ad, 2015
                                  • Figure 28: Similac #EndMommyWars ad, 2015
                                  • Figure 29: Plum Organics Mighty Veggie Spinach, Parsnip, Grape and Amaranth Vegetable and Fruit Smoothie
                              • What’s Struggling?

                                • Baby juices continue decline
                                  • Figure 30: MULO sales of baby juice, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                  • Figure 31: Gerber Nature Select Apple Prune Juice
                              • What’s Next?

                                • Organic, GMO-free baby food claims surge
                                    • Figure 32: Baby food launches in the US, by claim, 2010-15
                                    • Figure 33: Organic baby food product launch examples
                                  • Nido broadening appeal to target and advise bicultural mothers
                                      • Figure 34: Nestlé Nido Kinder Powdered Milk Beverage with Vitamins, Minerals and Prebiotic Ingredients
                                  • The Consumer – What You Need to Know

                                    • Water, juice top parental beverage choices for babies
                                      • Nutrition on the minds of parents
                                        • Larger families more likely to trust baby food brands
                                          • Parents quickly learn to make vegetables appeal
                                            • Convenience, ease of preparation appeal to parents
                                              • Parents on introducing solid foods
                                                • Areas for baby food improvement
                                                • Drink Introduction

                                                  • Water, juice lead parental beverage choices
                                                    • Figure 35: Drink consumption and daypart, December 2015
                                                  • Formula resonates mostly with parents of youngest children
                                                    • Figure 36: Drink consumption and daypart among children, Any usage, aged 2 and under, November 2015
                                                  • Daypart and baby beverage consumption
                                                    • Figure 37: Correspondence analysis, drink consumption and daypart, December 2015
                                                  • Formula for reaching Hispanic parents
                                                    • Figure 38: Drink consumption, any use, by Hispanic origin, December 2015
                                                • Nutritional Opinions

                                                  • Health concerns at the fore for parents
                                                    • Figure 39: Opinions of baby food sugar content and nutrition, Any agree, by age of youngest child in household, December 2015
                                                  • Formula resonates more with experienced parents, though sugar concerns also emerge
                                                    • Figure 40: Opinions of baby food nutrition, Any agree, by number of children in household, December 2015
                                                • Baby Food Safety

                                                  • More children leads to greater baby brand trust
                                                    • Figure 41: Opinions of packaged baby food brands, Any agree, by number of children in household, December 2015
                                                  • Parents seeking to trust brands throughout childhood
                                                    • Figure 42: Opinions of baby food safety, Any agree, by age of youngest child in household, December 2015
                                                  • Parents want safety assurance
                                                    • Figure 43: Opinions of baby food brands, any agree, by household income, December 2015
                                                • Opinions on Feeding Babies/Toddlers

                                                  • Experience guiding parental opinions of vegetables, calorie intake
                                                    • Figure 44: Opinions of feeding babies/toddlers vegetables, Any agree, by age of youngest child, December 2015
                                                  • Making vegetables appealing to babies/toddlers
                                                    • Figure 45: Opinions of feeding babies, Any agree, by generation, December 2015
                                                  • Easing parents’ calorie concerns
                                                    • Figure 46: Opinions of feeding babies/toddlers vegetables, Any agree, by household income, December 2015
                                                  • Calorie concerns among Hispanic parents
                                                    • Figure 47: Opinions of calorie content of baby foods, Any agree, by Hispanic origin, December 2015
                                                • Opinions on Improving Baby/Toddler Foods

                                                  • Adding benefits to baby food
                                                    • Figure 48: Opinions of baby food labeling, Any agree, by generation, December 2015
                                                  • Superfood enrichment could appeal to a host of parents
                                                    • Figure 49: Opinions of baby food labeling, any agree, by number of children in household, December 2015
                                                  • Baby/toddler brands resonate with Hispanic consumers
                                                    • Figure 50: Opinions of baby food labeling, any agree, by Hispanic origin, December 2015
                                                • Baby/Toddler Food Opportunities

                                                  • Health, convenience vie for parents’ baby/toddler food choices
                                                    • Figure 51: Baby/toddler food opportunities, December 2015
                                                  • Convenience resonates with lower-income households
                                                    • Figure 52: Baby/toddler food convenience opportunities, by household income, December 2015
                                                  • Hispanics seek organic, nutritional improvements in baby/toddler food
                                                    • Figure 53: Baby/toddler food organic/nutritional opportunities, by Hispanic origin, December 2015
                                                • Introducing Foods to Children

                                                  • Solid food introductions could build relationships with parents
                                                      • Figure 54: Food introduction age, December 2015
                                                    • Hispanics more likely to introduce certain solid foods within first six months
                                                        • Figure 55: Food introduction age, December 2015
                                                    • Baby Food in Need of Flavor Innovation

                                                      • Cereals, baby foods could benefit from added flavors
                                                        • Figure 56: Baby/toddler food improvement, December 2015
                                                      • Household income and flavor improvement
                                                        • Figure 57: Improvement for cereal, yogurt, baby/toddler foods, by household income, December 2015
                                                      • Hispanics looking for cookie, yogurt flavor improvements
                                                        • Figure 58: Yogurt, cookies, snacks for flavor improvement, by Hispanic origin, December 2015
                                                    • Target Group Segmentation

                                                        • Figure 59: Target groups, November 2015
                                                      • Group one: Nutrition Needers
                                                        • Figure 60: Opinions, any agree, by Nutrition Needers, November 2015
                                                      • Group two: Pacified Parents
                                                        • Figure 61: Drink consumption, any use, by Pacified Parents, November 2015
                                                      • Group three: Baby Food Boosters
                                                        • Figure 62: Opinions, by Baby Food Boosters, November 2015
                                                      • Group four: Formula Fans
                                                        • Figure 63: Opinions, by Formula Fans, November 2015
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Data sources
                                                        • Sales data
                                                          • Fan chart forecast
                                                            • Consumer survey data
                                                              • Consumer qualitative research
                                                                • Correspondence analysis methodology
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                    • Appendix – Market

                                                                      • Market breakdown
                                                                        • Figure 64: Total US sales and forecast of baby food and drink, at inflation-adjusted prices, 2010-20
                                                                        • Figure 65: Total US retail sales and forecast of baby formula, at inflation-adjusted prices, 2010-20
                                                                        • Figure 66: Total US retail sales and forecast of baby food and snacks, at inflation-adjusted prices, 2010-20
                                                                        • Figure 67: Total US retail sales and forecast of baby electrolytes, at inflation-adjusted prices, 2010-20
                                                                        • Figure 68: Total US retail sales and forecast of baby juice, at inflation-adjusted prices, 2010-20
                                                                        • Figure 69: Births, by age of mother, live-birth order, 2014
                                                                      • Retail channel sales
                                                                        • Figure 70: Total US retail sales of baby food and drink, by channel, at current prices, 2013 and 2015
                                                                        • Figure 71: US supermarket sales of baby food and drink, at current prices, 2010-15
                                                                        • Figure 72: US drugstore sales of baby food and drink, at current prices, 2010-15
                                                                        • Figure 73: US sales of baby food and drink through other retail channels, at current prices, 2010-15
                                                                      • Natural channel sales
                                                                        • Figure 74: Natural supermarket sales of foods and formula for babies, by segment, at current prices, rolling 52 weeks ending Nov. 3, 2013, and Nov. 1, 2015
                                                                        • Figure 75: Naturally positioned baby food and formula brands sold in natural supermarket, at current prices, rolling 52 weeks ending Nov. 3, 2013, and Nov. 1, 2015

                                                                    Companies Covered

                                                                    • Walmart Stores (USA)

                                                                    Feeding Babies and Toddlers - US - February 2016

                                                                    £3,199.84 (Excl.Tax)