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Baby Food and Drink - US - March 2018

"After two years of stagnating sales, the $6.8 billion market for baby/toddler food and drink shows indications of growth ahead. Largely stemming from formula sales, the category is expected to leverage a number of healthy attributes and claims in premium-positioned products. Parents are seeking healthy attributes above all other interests, though there remains potential for products positioned as convenient and packaged for on-the-go consumption."

- William Roberts, Jr, Senior Food & Drink Analyst

This report will look at the following areas:

  • Better regard for homemade options
  • Homemade competition to store-bought foods
  • Safety concerns perplex parents

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Better regard for homemade options
            • Figure 1: Correspondence analysis – Food attributes, December 2017
          • Homemade competition to store-bought foods
            • Figure 2: Baby/toddler food/drink opinions, December 2017
          • Safety concerns perplex parents
            • The opportunities
              • Homemade options reflect interest in control, quality
                • Figure 3: Opinions on feeding babies/toddlers, by age, December 2017
              • Adult foods as a child-friendly option resonates more for moms
                • Figure 4: Baby/toddler food purchase opinions, December 2017
              • Nutrition dominates purchase factors
                • Figure 5: Baby/toddler drink purchase factors, December 2017
              • What it means
              • The Market – What You Need to Know

                • Category sales to grow
                  • Formula dominates market share
                    • The growing role of the dad
                      • Impact of delaying families
                      • Market Size and Forecast

                        • Baby/toddler food/drink sales expected to grow
                          • Figure 6: Total US sales and fan chart forecast of baby/toddler food and drink, at current prices, 2012-23
                          • Figure 7: Total US sales and forecast of baby/toddler food and drink, at current prices, 2012-22
                      • Market Breakdown

                        • Formula maintains significant market share lead
                          • Figure 8: Sales of baby food and drink, by segment, 2012-22
                        • “Other” channel growth at supermarkets’ expense
                          • Figure 9: Total US retail sales of baby food and drink, by channel, at current prices, 2015 and 2017
                        • Online spurring “other” channels further
                          • Figure 10: Total US retail sales of baby food and drink, by channel, at current prices, 2012-17
                      • Market Perspective

                        • Increasing regulation could impact products positioned as natural
                          • Fathers’ roles expand
                            • Figure 11: Gerber, 'Grown in Better Soil for Baby,' 2017
                        • Market Factors

                          • Delayed childbearing leading to smaller households
                            • Figure 12: Average age of mother at first birth, 1990-2015
                            • Figure 13: Households with own children under age 18, 1960-2017
                          • Lifestyle and gender-role changes impact the American family
                            • Figure 14: US households, by percentage of total US households, 1960-2017
                          • Improved economic confidence could lead birthrates higher
                            • Figure 15: Consumer Sentiment Index, January 2007-December 2017
                          • Safety concerns perplex parents
                          • Key Players – What You Need to Know

                            • Formula maintains strong market position
                              • Considering cost
                                • Remaking homemade
                                  • Arsenic study may have impacted sales
                                  • Company and Brand Sales of Baby Food and Drink

                                    • Food safety scare impacts brand sales
                                      • Sales of baby food and drink by company
                                        • Figure 16: Multi-outlet sales of baby food and drink, by leading companies, rolling 52 weeks 2016 and 2017
                                    • What’s Working?

                                      • Formula with added benefits
                                        • Figure 17: Claims on formula launches, US, 2014-17
                                        • Figure 18: Honest Company Sensitive Organic Infant Formula with Iron, 2017
                                        • Figure 19: Honest Company Sensitive Organic Infant Formula with Iron key attributes, 2017
                                      • Electrolyte adds prebiotics
                                        • Figure 20: Pedialyte Kiwi Berry Mist Electrolyte Solution, 2017
                                      • Organic promise in purees
                                        • Figure 21: Beechnut Nutrition’s Coldpuree Organic, 2017
                                        • Figure 22: Beech-nut Nutrition’s Banana, Cherry & Beet Puree attributes, versus benchmark, 2017
                                    • What’s Struggling?

                                      • Price strongly impacting consumer choice
                                        • Figure 23: Stonyfield Organic Yobaby Yogurt, 2017
                                        • Figure 24: Stonyfield Yobaby Organic Yogurt attributes, versus benchmark, 2017
                                    • What’s Next?

                                      • Private potential
                                        • Figure 25: Baby/toddler snack launches, branded versus private label, 2013-17
                                      • Easing the preparation of homemade foods
                                        • Figure 26: Opinions on feeding babies/toddlers, by age, December 2017
                                        • Figure 27: Claims on baby/toddler food launches, 2014-17
                                    • The Consumer – What You Need to Know

                                      • Homemade options emerge as competitors to packaged
                                        • Online retailers prove popular among parents
                                          • Homemade foods provide assurance
                                            • Packaged seen more as a back-up
                                              • Hispanic parents particularly concerned about health of baby/toddler drinks
                                                • Ease and convenience compel processed options
                                                • Baby/Toddler Food/Drink Consumption

                                                  • Milk usage widespread, as two thirds offer homemade foods
                                                    • Figure 28: Baby/toddler food/drink consumption, December 2017
                                                  • Juice, milk particularly popular in larger households
                                                    • Figure 29: Baby/toddler food/drink consumption, by number of children under 18 in household, December 2017
                                                  • Younger and higher-income parents notably more likely to turn to convenient baby foods
                                                    • Figure 30: Baby/toddler food/drink consumption, by age and income, December 2017
                                                  • Homemade resonating with Hispanic consumers
                                                    • Figure 31: Baby/toddler food/drink consumption, by Hispanic origin, December 2017
                                                  • Formula usage remains popular
                                                    • Figure 32: Baby/toddler food frequency, December 2017
                                                • Baby/Toddler Food Purchase Location

                                                  • Supermarkets, mass remain purchase location of choice for baby foods, online options command sizable portion
                                                    • Figure 33: Purchase location, December 2017
                                                  • Youngest parents significantly less likely to turn to non-supermarket locations
                                                    • Figure 34: Purchase location, by parental age, December 2017
                                                  • Online resonating as a baby food resource for higher-income households
                                                    • Figure 35: Purchase location, by household income, December 2017
                                                  • Hispanic parents much more likely to buy baby foods at mass merchandisers, club stores, natural
                                                    • Figure 36: Purchase location, by Hispanic origin, December 2017
                                                • Attitudes Toward Baby/Toddler Foods

                                                  • Homemade options afford control
                                                    • Figure 37: Attitudes toward baby/toddler foods, December 2017
                                                  • With more children, more interest in branded options for older children
                                                    • Figure 38: Attitudes toward feeding babies/toddlers, by number of children under 18 in household, December 2017
                                                • Baby Food Purchase Opinions

                                                  • Adult foods as a child-friendly option resonates more for moms
                                                    • Figure 39: Baby/toddler food purchase opinions, by parental age and gender, December 2017
                                                  • Younger, higher-income consumers much more likely to turn to manufactured options only as a backup
                                                    • Figure 40: Baby/toddler food purchase opinions, by parental age and household income, December 2017
                                                • Nutrition Leads Drink Concerns

                                                  • Nutrition, health concerns dominate purchase factors
                                                    • Figure 41: Gerber pouches with Smart Flow spout, 2017
                                                    • Figure 42: Baby/toddler drink purchase factors, December 2017
                                                  • Higher-income households express strong interest in specific ingredients
                                                    • Figure 43: Baby/toddler drink purchase factors, by household income, December 2017
                                                  • Organic of relatively little interest to rural consumers
                                                    • Figure 44: Baby/toddler drink purchase factors, by location, December 2017
                                                  • Sugar content and brands resonating with Black consumers
                                                    • Figure 45: Baby/toddler drink purchase factors, by race, December 2017
                                                  • Nutrition, vitamin and mineral content of particular interest to Hispanic consumers
                                                    • Figure 46: Baby/toddler drink purchase factors, by Hispanic origin, December 2017
                                                • Food Attributes

                                                  • Jarred, pouch foods regarded as easy, processed; formula as expensive; homemade as more natural and customizable
                                                    • Figure 47: Gerber, 'Grown in Better Soil for Baby,' 2017
                                                    • Figure 48: Correspondence analysis – Food attributes, December 2017
                                                  • Homemade options resonate strongly, though ease of preparation factors strongly in jar, pouch options
                                                    • Figure 49: Food attributes, December 2017
                                                  • Homemade much more associated with trust
                                                    • Figure 50: Food attributes, by household income, December 2017
                                                  • Ease of use resonating in jar, pouch options
                                                    • Figure 51: Food attributes, by Hispanic origin, December 2017
                                                  • Brand, health claims strongly impact baby drink interest
                                                    • Figure 52: TURF analysis – Drink purchase factors, December 2017
                                                  • Healthy attributes factor strongly in consumer food interest
                                                    • Figure 53: TURF analysis – Food purchase factors, December 2017
                                                • Appendix – Data Sources and Abbreviations

                                                  • Data sources
                                                    • Sales data
                                                      • Fan chart forecast
                                                        • Consumer survey data
                                                          • Abbreviations
                                                            • Abbreviations
                                                            • Appendix – The Market

                                                                • Figure 54: Total US sales and forecast of baby food and drink, at inflation-adjusted prices, 2012-22
                                                                • Figure 55: Total US retail sales and forecast of baby food and drink, by segment, at current prices, 2012-22
                                                                • Figure 56: Total US retail sales and forecast of baby formula, at current prices, 2012-22
                                                                • Figure 57: Total US retail sales and forecast of baby formula, at inflation-adjusted prices, 2012-22
                                                                • Figure 58: Total US retail sales and forecast of baby food, snacks, juice, at current prices, 2012-22
                                                                • Figure 59: Total US retail sales and forecast of baby food, snacks, juice, at inflation-adjusted prices, 2012-22
                                                                • Figure 60: Total US retail sales and forecast of baby electrolytes, at current prices, 2012-22
                                                                • Figure 61: Total US retail sales and forecast of baby electrolytes, at inflation-adjusted prices, 2012-22
                                                                • Figure 62: Total US retail sales of baby food and drink, by channel, at current prices, 2015 and 2017
                                                                • Figure 63: Total US retail sales of baby food and drink, by channel, at current prices, 2012-2017
                                                            • Appendix – Key Players

                                                                • Figure 64: Multi-outlet sales of baby food and drink, by leading companies, rolling 52 weeks 2016 and 2017
                                                                • Figure 65: Multi-outlet sales of baby formula, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                • Figure 66: Multi-outlet sales of baby food, snacks, and juice, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                • Figure 67: Multi-outlet sales of baby electrolytes, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                            • Correspondence Analysis Methodology

                                                                • Figure 68: Food attributes, December 2017
                                                            • TURF Analysis – Methodology

                                                                • Figure 69: Table – TURF analysis – Drink purchase factors, December 2017
                                                                • Figure 70: Table – TURF analysis – Food purchase factors, December 2017

                                                            Baby Food and Drink - US - March 2018

                                                            US $4,395.00 (Excl.Tax)