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.
Take a look inside a sample report to see what you will receive: Download now.
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
Why buy from us?
Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.
Buy now and you'll have instant access to the information you need to make the right decisions.
Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.
A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.