Baby Food and Drink - US - May 2014
“More than half of respondents to Mintel’s survey say they give their babies/toddlers aged three and younger adult food. While this is to be expected as babies reach their toddler years, brands can counter the potential for parents to feed their babies adult food by highlighting the specific nutritional formulation of their products and how this formulation provides targeted nutrients that benefit development and that may not always be present in regular foods.”
– Amy Kraushaar, Category Manager, Food and Drink
This report looks at the following areas:
- Can brands persuade parents to use baby food over adult food?
- How can juice brands help decelerate losses?
The US baby food and drink market is expected to increase significantly and steadily between 2013 and 2019, boosted by moderate population growth among children aged three and younger. Also factoring into future growth is a push toward organic products and more brands offering convenient baby food pouches, which bring higher prices and profit margins and are helping drive sales gains, innovation, and new product development. Nearly a third of respondents report wanting to see baby food/drink brands commit further to organic ingredients. However, stronger growth will be prevented by the growing rate of breastfeeding among new mothers, as well as by the slow economic recovery, which likely prevents those parents with limited spending power from buying organic and other costlier baby food and drinks. This report provides analysis of these factors, as well as critical exploration of the following:
- How sales growth in the number-two baby food segment is outpacing that of the number-one segment baby formula
- How three top companies maintain their competitive dominance in the MULO market
Online parenting support programs provided by top brands and how they figure into marketing strategies This report also features analysis of Mintel’s exclusive consumer research, with emphasis on product usage, brands used, attitudes and preferences toward baby formula and baby food, and what consumers would like to see baby/toddler food and drink companies provide.
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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.
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Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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