Baby Food and Drink - US - May 2013
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- baby food and drink
- May 2013
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“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:
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:
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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