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Description

Description

"The market for baby/toddler food and drink remains strong, despite the fact that its principal target audience continues to dwindle. The market in 2019 stood at just under $7 billion, 4% ahead of 2014 total sales. Formula maintains a huge market share lead, though its growth has been minimal. By far, the most robust growth has been in baby electrolytes, largely the result of a brand that has expanded its target audience far beyond babies. Continued growth for the category will demand brands capitalize on premium and natural claims, or expand their brand into products aimed at toddlers and pre-K-aged children."

- William Roberts, Jr, Senior Food & Drink Analyst

This Report looks at the following areas:

  • A continuing birth dearth
  • Homemade remains popular among younger parents
  • Toddler food eschewed in favor of regular foods

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Market overview
              • Figure 1: Total US retail sales and forecast of baby food and drink, in millions, by segment, at current prices, 2014-24
            • Impact of COVID-19 on baby food and drink
              • Top takeaways
                • The issues
                  • A continuing birth dearth
                    • Figure 2: Annual births and general fertility rate in the US, 2007-17
                  • Homemade remains popular among younger parents
                    • Figure 3: Homemade baby food consumption, by age, January 2020
                  • Toddler food eschewed in favor of regular foods
                    • Figure 4: Attitudes toward feeding children regular food instead of baby/toddler food, January 2020
                  • The opportunities
                    • Fruits and vegetables top parents’ wish list
                      • Figure 5: Parental wish list, January 2020
                    • Clean and natural appeal to Hispanic parents
                      • Figure 6: Innovation potential in baby/toddler food/drink, by Hispanic origin, January 2020
                    • Younger parents seek developmental support
                      • Figure 7: Developmental wish list, by age, January 2020
                  • The Impact of COVID-19 on Baby Food and Drink

                    • What You Need to Know
                      • Figure 8: Short, medium and long term impact of COVID-19 on baby food and drink, April 2020
                    • Opportunities and Threats
                      • Birthrates will continue to drop even further
                        • Figure 9: Annual births and general fertility rate in the US, 2007-18
                      • Parents will seek immunity supporting products
                        • Figure 10: Baby food and drink product launches, 2015-19*
                      • Shelter-in-place orders will affect families differently
                        • Trust and value will be of paramount importance, threatening new market entrants
                          • Impact on the baby food and drink market
                            • Slow market growth expected to persist, at best
                              • Figure 11: Total US retail sales and forecast of baby food and drink, in millions, by segment, at current prices, 2014-24
                            • Formula segment, while dominant, could be the most vulnerable
                              • How the crisis will affect baby food and drink’s key consumer segments
                                • Already present shifts in channel choice will accelerate
                                  • Parents of young children are relying on ecommerce
                                    • Figure 12: Behavior changes as a result of COVID-19, “shopping more online”, by parental status and age of child/children, fielded April 16-24 2020
                                  • How a COVID-19 recession will reshape the baby food and drink industry
                                    • Immunity claims will prevail
                                      • COVID-19: Baby food and drink context
                                      • The Market – What You Need to Know

                                        • Sales growth continues
                                          • Nonsupermarkets dominate baby food retail
                                          • Market Size and Forecast

                                            • Baby/toddler food/drink on positive path yet hangs in the balance
                                              • Figure 13: Total US retail sales and forecast of baby food and drink, at current prices, 2014-24
                                          • Market Breakdown

                                            • Steady, moderate growth for baby food and formula, while baby electrolyte sales continue brisk sales growth
                                              • Figure 14: Total US retail sales and forecast of baby food and drink, in millions, by segment, at current prices, 2014-24
                                              • Figure 15: Total US retail sales and forecast of baby food and drink, by segment, at current prices, 2014-24
                                            • Nonsupermarkets dominate retail landscape for baby food/drink
                                              • Figure 16: Total US retail sales of baby food and drink, by channel, at current prices, 2014-19
                                          • Market Perspective

                                            • Why parents look to homemade and regular foods
                                              • Figure 17: Usage of homemade and regular foods, January 2020
                                              • Figure 18: Interest in regular options instead of baby/toddler foods, January 2020
                                          • Market Factors

                                            • Declining birthrates strongly impact market for baby food
                                              • Figure 19: Annual births and general fertility rate in the US, 2007-17
                                            • The COVID-19 generation?
                                            • Key Players – What You Need to Know

                                              • Sales slow for segment leaders
                                                • Formula grows by improving upon nature, where possible
                                                  • Disruptor brands challenge strongly in food
                                                    • Prioritizing immune system development
                                                    • Company and Brand Sales of Baby Food and Drink

                                                      • Category leaders see sales slow
                                                        • Sales of baby food and drink by company
                                                          • Figure 20: Multi-outlet sales of baby food and drink, by leading companies, rolling 52 weeks 2019 and 2020
                                                      • What’s Working

                                                        • Reckitt’s Enfamil manages growth in the beleaguered formula segment
                                                          • Baby electrolytes grow with an adult focus
                                                          • What’s Struggling

                                                            • Legacy brand baby snacks struggle
                                                            • What to Watch

                                                              • Better than breast?
                                                                • COVID-19 impact to endure long past sheltering in place
                                                                  • Figure 21: Baby food and drink product launches, 2015-19*
                                                                • Baby foods in the post-pandemic landscape
                                                                • The Consumer – What You Need to Know

                                                                  • Parents seek a role beyond product choice
                                                                    • Homemade options square off against packaged baby foods
                                                                      • Mom and dad aren’t aligned in baby drink drivers
                                                                        • Baby brands trusted as a guide to healthy baby options
                                                                          • Regular foods prove a challenging competitor
                                                                            • Leverage trust of parents of multiple children
                                                                              • Real foods tops parents’ wish list
                                                                              • Consumption of Baby Food and Drink

                                                                                • Parents getting involved
                                                                                  • Figure 22: Baby food and drink consumption, January 2020
                                                                                • Younger parents much more likely to go homemade
                                                                                  • Figure 23: Baby food and drink consumption, by age, January 2020
                                                                                • Formula notably more popular among lower-income households
                                                                                  • Figure 24: Baby food and drink consumption, by household income, January 2020
                                                                                • Homemade options resonating among Hispanic parents
                                                                                  • Figure 25: Baby food and drink consumption, by Hispanic origin, January 2020
                                                                              • Frequency of Consumption

                                                                                • Breast milk more frequently used than formula
                                                                                  • Figure 26: Frequency of baby milk/formula consumption, January 2020
                                                                                • Baby juice continues to struggle
                                                                                  • Figure 27: Frequency of baby/toddler milk/juice consumption, January 2020
                                                                                • Parents turn to a diversity of options for toddler-aged children
                                                                                  • Figure 28: Frequency of baby/toddler snack/food consumption, January 2020
                                                                              • Baby/Toddler Drink Purchase Factors

                                                                                • Health concerns outweigh even price on drink choice
                                                                                  • Figure 29: Toddler drink purchase factors, January 2020
                                                                                • Moms motivated by nutrition facts on drinks
                                                                                  • Figure 30: Toddler drink purchase factors, by parental status, by gender, January 2020
                                                                                • Health/nutrition concerns about drinks far outweigh price among Hispanics
                                                                                  • Figure 31: Toddler drink purchase factors, by Hispanic origin, January 2020
                                                                                • Clear role for nutrition in potential baby/toddler drinks
                                                                                  • Figure 32: TURF analysis – Drink purchase factors, January 2020
                                                                              • Baby/Toddler Food Purchase Factors

                                                                                • Fruit/vegetable content far surpasses other drivers among baby/toddler food
                                                                                  • Figure 33: Baby/toddler food purchase factors, January 2020
                                                                                • Fruit/vegetable content resonates significantly more with moms
                                                                                  • Figure 34: Baby/toddler food purchase factors, by gender, January 2020
                                                                                • Natural foods resonate most strongly with younger parents
                                                                                  • Figure 35: Baby/toddler food purchase factors, by age, January 2020
                                                                                • Brand notably resonating among lower-income households
                                                                                  • Figure 36: Baby/toddler food purchase factors, by household income, January 2020
                                                                                • Augmenting a well-priced food with fruit/vegetable content and protein maximizes potential consumer base
                                                                                  • Figure 37: TURF analysis – Food purchase factors, January 2020
                                                                              • Attitudes Toward Baby Food/Drink

                                                                                • Toddler foods face competition from regular foods
                                                                                  • Figure 38: Attitudes toward baby food and drink, January 2020
                                                                                • Sugar concerns weigh on parents
                                                                                  • Figure 39: Attitudes toward baby food and drink, by gender, January 2020
                                                                              • Areas for Baby/Toddler Food Innovation

                                                                                • Baby snacks at point of purchase
                                                                                  • Figure 40: Innovation potential in baby/toddler food/drink, January 2020
                                                                                • Larger families seek options for throughout childhood
                                                                                  • Figure 41: Innovation potential in baby/toddler food/drink, by age of children in household, January 2020
                                                                                • Environmentally friendly and portability resonate with Hispanic parents
                                                                                  • Figure 42: Innovation potential in baby/toddler food/drink, by Hispanic origin, January 2020
                                                                              • Parental Wish List

                                                                                • Fruits/vegetables top parental wish list
                                                                                  • Figure 43: Parental wish list, January 2020
                                                                                • Younger parents more likely to seek baby foods that support cognitive and immune health
                                                                                  • Figure 44: Parental wish list, by age, January 2020
                                                                                • Vitamins/minerals top Hispanic parents’ wish lists
                                                                                  • Figure 45: Parental wish list, by Hispanic origin, January 2020
                                                                              • Appendix – Data Sources and Abbreviations

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

                                                                                              • Figure 46: Total US retail sales and forecast of baby food and drink, at inflation-adjusted prices, 2014-24
                                                                                              • Figure 47: Total US retail sales of baby food and drink, by segment, at current prices, 2017 and 2019
                                                                                              • Figure 48: Total US retail sales and forecast of baby formula, at current prices, 2014-24
                                                                                              • Figure 49: Total US retail sales and forecast of baby formula, at inflation-adjusted prices, 2014-24
                                                                                              • Figure 50: Total US retail sales and forecast of baby food, snacks and juice, at current prices, 2014-24
                                                                                              • Figure 51: Total US retail sales and forecast of baby food, snacks and juice, at inflation-adjusted prices, 2014-24
                                                                                              • Figure 52: Total US retail sales and forecast of baby electrolytes, at current prices, 2014-24
                                                                                              • Figure 53: Total US retail sales and forecast of baby electrolytes, at inflation-adjusted prices, 2014-24
                                                                                          • Appendix – Retail Channels

                                                                                              • Figure 54: Total US retail sales of baby food and drink, by channel, at current prices, 2017 and 2019
                                                                                              • Figure 55: US supermarket sales of baby food and drink, at current prices, 2014-19
                                                                                              • Figure 56: US drug store sales of baby food and drink, at current prices, 2014-19
                                                                                              • Figure 57: US sales of baby food and drink through other retail channels, at current prices, 2014-19
                                                                                          • Appendix – Key Players

                                                                                              • Figure 58: Multi-outlet sales of baby formula, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                              • Figure 59: Multi-outlet sales of baby food, snacks, and juice, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                              • Figure 60: Multi-outlet sales of baby electrolytes, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                          • Appendix – TURF Analysis – Methodology

                                                                                              • Figure 61: Table – TURF analysis – Drink purchase factors, January 2020
                                                                                              • Figure 62: Table – TURF analysis – Food purchase factors, January 2020

                                                                                          About the report

                                                                                          This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                          • The Consumer

                                                                                            What They Want. Why They Want It.

                                                                                          • The Competitors

                                                                                            Who’s Winning. How To Stay Ahead.

                                                                                          • The Market

                                                                                            Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                          • The Innovations

                                                                                            New Ideas. New Products. New Potential.

                                                                                          • The Opportunities

                                                                                            Where The White Space Is. How To Make It Yours.

                                                                                          • The Trends

                                                                                            What’s Shaping Demand – Today And Tomorrow.

                                                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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