Baby food products are gaining momentum in India, with launch activities progressing more rapidly than in the global market over the last two years to August 2024.
While the majority of mothers are familiar with packaged baby foods, having used them at some point or other, their routine usage is restricted due to a stronger preference for homemade foods.
With numerous claims and factors influencing purchases, understanding how mothers shop for packaged baby foods is crucial. This report provides an in-depth analysis of their top priorities when selecting baby food.
The report emphasises the untapped opportunities in addressing mothers’ feeding concerns, offering a way to stand out in a crowded market. Moreover, the sources that mothers primarily turn to for information on baby centric products are elucidated.
This report looks at the following areas:
- Usage of packaged and homemade baby food
- Age at which formula feeding and regular packaged milk are introduced
- Factors prioritised by mothers when choosing packaged baby food products
- Concerns of mothers when feeding their babies
- Focus on protein content in baby meals
- Opportunities to enhance trust in and increase the use of packaged baby foods
- Sources that mothers mainly turn to for information on products designed specifically for babies aged 0-3
Taste and brand are key purchase factors, while convenience can steal the spotlight. Bolster the segment by reimagining packaged baby foods to answer mothers' unmet needs.
Anamika Banerji, Research Analyst – Food and Drink, India
Market Definitions
Baby foods include: baby formula (for 0-6 months, 6-12 months), growing up milk (1-4 years), baby cereals, baby fruit products, desserts & yogurts, baby juices & drinks, baby savoury meals, baby snacks, baby biscuits that can be given to babies/toddlers aged 0-3 years.
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- Taste and brand are the foundation, with convenience adding a competitive edge
- Graph 1: factors that are important when choosing packaged baby food products, 2024
- Play the protein card to promote packaged baby food
- Raise the bar for toddlers’ meals/snacks
- The outlook for the Indian baby food category
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- Evolving lifestyles pave the way for the expansion of packaged baby food
- Indian families are getting smaller
- Graph 2: % of households, by size, 1992-2020
- More Indian women are joining the workforce
- Graph 3: estimated Worker Population Ratio (WPR) for women of age 15 years and above, 2017-23
- Increasing disposable incomes fuel consumer spending in India
- Indian consumers are embracing convenience food options
- Parents are meticulous and discerning consumers
- Globally, parents are dedicated to making informed choices for their babies
- Increased access to information and resources drives vigilant shopping
- The ‘Label Padhega India’ initiative is set to raise awareness about the contents of packaged foods
- WHO raises questions about scientific substantiation of health claims by baby milk brands
- The sugar content in Indian baby foods has come under the scanner in recent times
- US study exposes health and nutritional gaps in packaged baby food
- Health & functionality: the key focus of kids’ food innovation
- Winning over parents is all about balancing nutrition, clean labels and taste
- Graph 4: top five factors considered most important when choosing food/drink products for kids*, 2024
- Baby food brands are flagging up better-for-you attributes to garner parents’ attention
- Functional benefits are a parental draw globally
- Technological advancements are being leveraged to improve functionality and bring formula milk closer to breast milk
- Immunity support is a growing focus of baby food brands
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WHAT CONSUMERS WANT AND WHY
- Survey sample: mothers of babies aged 0-3
- Graph 5: children aged 0-3, 2024
- Graph 6: age of the youngest child in the household, 2024
- Baby foods definition
- What you need to know
- The Indian baby food market is abuzz with NPD activity
- Graph 7: % of packaged baby food launches, by launch type, 2023-24
- Graph 8: % of packaged baby food launches, 2019-24
- Baby cereals dominate product launches
- Graph 9: % of packaged baby food launches, by sub-category, 2021-24
- Most mothers have used packaged baby food
- Graph 10: types of baby food provided to the youngest child at some stage between 0-3 years, 2024
- Home-cooked plus packaged: a preferred approach, especially in the West region
- Graph 11: agreement with select statements about baby foods, 2024
- Graph 12: agreement with select statements about baby foods, by region, 2024
- Newbie and working mothers lead in usage of infant formula milk powders; working mothers are quicker to initiate
- Graph 13: infant formula milk powder provided to the youngest child at some stage between 0-3 years, 2024
- Graph 14: age at which infant formula milk powder was provided to the youngest child for the first time, by employment, 2024
- Infant formula powders compete with budget-friendly regular milk
- Graph 15: age at which select products were provided to the youngest child for the first time, 2024
- Graph 16: select types of baby food provided to the youngest child at some stage between 0-3 years, 2024
- How mothers choose baby foods
- Mothers make taste a top priority to guarantee mealtime is enjoyable and hassle-free
- Graph 17: factors that are important when choosing packaged baby food products, 2024
- Brand has an edge over price for infants; cost gains more prominence as infants progress to toddlers
- Graph 18: select factors that are important when choosing packaged baby food products, by mothers of toddlers and infants, 2024
- Showcase value with economy packs
- Convenience is key in modern parenting
- Graph 19: ‘easy to prepare’ as a select factor of importance when choosing packaged baby food products, by region, city tier, socioeconomic group, 2024
- Graph 20: ‘easy to prepare’ as a select factor of importance when choosing packaged baby food products, 2024
- Provide easy measurement hacks for mothers
- Offer pre-measured portions for mess-free, quick meal solutions
- Travel-ready meals will take wing, driven by the needs of newbie mothers
- Graph 21: select concerns when feeding babies, 2024
- Address the need for baby milk solutions for families on the go
- Case study: Blédina Blédidej offers a milk-based, ready-to-drink breakfast solution
- Be a travel food partner for on-the-go moms
- Offer the comfort of porridge anytime, anywhere
- Support mothers with travel-ready meals for every occasion and taste
- Provide for healthy munching in a resealable bag during travel
- Amidst competition from homemade food, communicate how baby foods are well-placed to deliver measured and optimal nutritional content
- Graph 22: agreement with the statement “I am unsure if my baby’s diet is fulfilling his/her nutrition needs”, by city tier, 2024
- Graph 23: agreement with select statements about packaged baby foods, 2024
- Make bold yet simple communication around nutrition delivery
- Link nutrients to benefits for a more compelling health message
- Nutrient content and clean label are primary needs, while interest in low/no salt and sugar is emerging
- Graph 24: select factors considered important when choosing packaged baby foods, 2024
- Leverage natural and organic claims to engage with mothers in the South
- Graph 25: ‘all natural ingredients’ as a factor considered important when choosing packaged baby foods, by region and socioeconomic group, 2024
- Build trust with ingredients that are 100% natural and familiar
- Differentiate with organic goodness for every stage
- Global inspiration: Leverage ‘grass-fed’ to convey naturalness and quality
- Mothers sceptical about the nutritional value of packaged baby foods can be attracted with functional and minus claims
- Graph 26: select factors considered important when choosing packaged baby food products, 2024
- Functional and minus claims can be a winning strategy in metro cities
- Graph 27: select factors considered important when choosing packaged baby food products, by city tier, 2024
- Indian baby cereals dominate functional, plus and minus claims
- Graph 28: % of launches of packaged baby foods with select claim categories, 2023-24
- Graph 29: % launches of packaged baby foods featuring select claim categories, by sub-categories, 2023-24
- Immunity claims take centre stage in Indian baby foods
- Graph 30: % launches of packaged baby foods featuring select functional claims, 2023-24
- Graph 31: % of launches of packaged baby foods featuring the immunity claim, 2023-24
- Support immunity as babies transition from milk to solid foods
- Help overwhelmed parents understand the benefits of immunity-boosting nutrients
- Leverage an ingredient-driven positioning to showcase functionality
- Blend traditional recipes with functional benefits for a comforting yet effective appeal
- Offer playful nutrition with functional snacks
- Status quo: plus and minus claims in Indian packaged baby foods
- Graph 32: % of launches of packaged baby foods featuring different minus claims, 2023-24
- Graph 33: % of launches of packaged baby foods featuring different plus claims, 2023-24
- Respond to the concern over added sugar and sodium
- Entice moms with sugar-reduced favourites
- Global inspirations: leveraging plus claims for differentiation
- Reimagining baby food to meet mothers’ needs
- Opportunity 1: play the protein card to promote packaged formats
- Graph 34: “I am unsure if my child’s protein need is well satisfied” as a select concern when feeding kids, by mothers of kids in different age groups, 2024
- Win health-conscious mothers with communication around protein intake
- Graph 35: “I am unsure if my child’s protein need is well satisfied”, as a select concern when feeding babies, 2024
- Graph 36: % of baby food launches featuring the high/added protein claim, 2019-24
- Protein landscape: pea protein and milk protein concentrate are novel protein ingredients used in baby foods
- Protein claims are restricted to baby cereals in the Indian market
- Graph 37: % of launches of packaged baby foods featuring the high/added protein claim, by sub-category, 2022-24
- Support in pushing protein to toddlers via snacks
- Leverage familiar ingredients naturally high in protein for baby meals
- Case study: Sprout Organic leads with protein and natural messaging
- Provide egg-cellent protein nourishment for little ones
- Open up more protein choices for non-vegetarian diets
- Opportunity 2: raise the bar for toddlers’ meals/snacks
- Graph 38: select concerns when feeding babies, by mothers of toddlers aged 25-36 months, 2024
- Sugar is under the scanner for babies
- The global market can inspire the adoption of ‘no added sugar’ claim
- Graph 39: % of launches of packaged baby foods featuring the ‘no added sugar’ claim, 2022-24
- Natural sweeteners: the new sweet spot for baby food
- Indians have a positive vibe for honey, jaggery and stevia
- Brands are creating a healthier picture with jaggery and honey
- “No added sugar” done right by Smiley Kids Granjeritas
- A peek into Indian innovations leveraging fruits as nutritious, natural sweeteners
- Global inspirations: exciting snack formats with no added sugar
- Make ‘no added sugar’ a cherry on the cake
- Ride the millet wave to win in the wholegrain space
- Graph 40: ‘contains millet’ as a feature encouraging snackers to choose one packaged salty snack over another, 2024
- Graph 41: ‘The market has limited options in wholegrain or zero maida baby foods/snacks’ as a select concern when feeding babies, 2024
- Hero millets in baby foods
- Social media is doing its part to keep the millet wave thriving
- Make sauces innocent indulgences
- Case study: Troovy commits to balancing kids’ fun with wellbeing
- The success and accessibility of healthier upgrades hinge on their affordability
- Opportunity 3: disguise healthy ingredients for toddlers
- Graph 42: select concerns when feeding babies, by mothers of toddlers aged 25-36 months, 2024
- Transform the child’s milk experience
- Offer dairy products in snackable formats
- Get creative to foster a positive and enjoyable perception of fruits from an early age
- Let toddlers indulge in bite sized fruit fun
- Case Study: Snack-A-Doodle launches fruit-based snacks
- Tap into playability to engage children in healthy eating experiences
- Create excitement by flaunting vibrant fruit/veggie colours in different formats
- Put veggies in the core of snack formulations
- Elevate the health value with nutrient-dense nuts and seeds
- Sources of information for kids’ products
- Mothers prefer to lean on personal networks for dependable advice
- Graph 43: sources that mothers mainly turn to for information on products designed specifically for babies aged 0-3, 2024
- Personal networks particularly resonate with Gen Z and mothers in the South
- Graph 44: select sources from personal trust network for information on products designed for babies, by generation, 2024
- Graph 45: sources from personal trust network for information on products designed for babies, by region, 2024
- Seeking a doctor’s guidance is crucial for metropolitan and affluent mothers
- Graph 46: doctors/pediatricians as a source that mothers mainly turn to for information on products designed specifically for babies aged 0-3, by city tier and socioeconomic group, 2024
- Global inspirations: packaged baby foods recommended by doctors
- Traditional media is a popular choice among financially healthy mothers
- Contemporary platforms hold promise as new-age mothers start fostering interest in them
- Graph 47: community-based digital networks as a select source that mothers mainly turn to for information on products designed specifically for babies aged 0-3, by employment status, 2024
- Graph 48: sources that mothers mainly turn to for information on products designed specifically for babies aged 0-3, 2024
- Merge peer trust with online accessibility to nurture community support
- Case study: Parentune creates a large network of parents and experts for instant solutions and advice
- Nestlé builds relationships with parents through a dedicated Facebook community
- Slurrp Farm creates a supportive community for parents to foster healthy eating
- The relevance of online shopping platforms for baby product insights remains restricted to metro cities
- Graph 49: select sources that mothers mainly turn to for information on products designed specifically for babies aged 0-3, by city tier, 2024
- Captivate parents digitally with credible and engaging content
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Appendix
- Report definition
- Consumer survey methodology
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