India’s baby food market is undergoing a significant transformation, driven by macro shifts such as delayed marriages, more women in the workforce, a growing preference for single-child households among urban elites, rising health-consciousness and the influence of digital media on parenting.
While homemade meals remain the norm for infants, packaged foods are gaining traction as children move into toddlerhood. This Report identifies white spaces in packaged baby food, spotlighting opportunities for brand innovation and differentiation.
It segments Indian mothers into three parenting styles – Traditionalists, Trend Followers and Conscious Balancers – and examines how each group’s motivations shape purchase decisions.
The Report also highlights health differentiators that can help infant formula and milk powders stand out, along with the untapped potential of gut health-focused baby foods.
This report looks at the following areas:
- Consumption frequency of food and drink given/fed by mothers to their child (aged 0-3 years), identifying untapped food categories.
- Key factors driving mothers’ choices when selecting packaged food and drink products for their child (aged 0-3), with insights into the distinct priorities of different mother segments – Trend Followers, Traditionalists and Conscious Balancers.
- Health benefits that inspire mothers to spend more on infant formula, growing-up milk powder or supplements for their child (aged 0-3).
- Attitude and perceptions of mothers towards baby food and beverages, highlighting the emerging focus on gut health.
- Three major trends shaping India’s baby food market.
Tailor innovation strategies to the three mum tribes. Premiumise baby formulas with holistic benefits and gut-health innovations.
Tulsi Joshi, Principal Food & Drink Market Research Analyst, 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
- Tailor innovation strategies to align with each of the mum tribes
- Upgrade infant formulas/supplements with bone, immune and gut support
- Upgrade infant formulas/supplements with the golden trio of bone, immune and gut support
- Graph 1: % of launches with select functional health claims in baby formula (0-12 months and growing up milk (1-4 years), 2022-25
- Unlock the gut health opportunity
- Seize the gut health opportunity in baby foods
- Graph 2: % of launches with gut health claim (functional – digestive, high/added fibre, probiotics or prebiotic) with select functional health claims in baby food, 2022-25
- Mintel predicts
- The outlook of baby foods in India
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KEY TRENDS
- What you need to know
- Urban elites are trading up for tiny tummies
- Declining fertility rates and the rise of smaller families
- Graph 3: total fertility rate (TFR), 1971-2020
- Urban parents are driving demand for premium baby food
- Graph 4: % of launches with ‘premium’ claim in baby foods, 2022-25
- India’s baby food market is poised for fierce competition, with premium offerings set to take centre stage
- Graph 5: % of new product launches* as a share of total baby food launches, 2022-25
- Digital & D2C brands are fuelling premium access
- Click, read, feed – digital-savvy mums drive demand for honest nutrition
- The growing influence of digital channels on new mothers
- Graph 6: select sources mothers turn to for information on products designed specifically for babies aged 0-3, 2024
- It takes a virtual village to raise a child – new-age brands are paving the way
- Digital-savvy mothers redefine baby food expectations – demand for honest nutrition rises
- Surge in nutrition claims in baby food mirrors mothers’ push for healthier choices
- Graph 7: % of launches with select category claim in baby foods, 2022-25
- Graph 8: % of launches with select category claims in baby foods, 2022-25
- The convenience-guilt paradox: the time-strapped mother’s dilemma
- The rise of women aged 20-40 in India’s workforce
- Graph 9: % of female labour force participation rate, by select age group, 2017-24
- Graph 10: % of female (aged 15+) labour force participation rate, 2017-24
- Indian working mothers are busy, stressed and guilty
- Time-saving claims are trending in baby foods
- Graph 11: % of launches with select claim in baby foods, 2022-25
- Brands are increasingly spotlighting the struggles of working mothers
- Time-savvy mothers are opening up to convenient  packaged foods for their little ones
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Homemade is still top for tiny tummies; packaged biscuits/cookies and snacks gain ground among toddlers
- Graph 12: consumption frequency of types of food/drink given by mothers to youngest child, by mothers of infants (0-13 months) and toddlers (13-36 months), 2025
- Status quo on launches: cereals maintain top spot as supplements gain ground
- Graph 13: top growing sub-categories in baby foods, 2022-25
- Graph 14: total share of launches in baby foods, by sub-categories, 2022-25
- White space opportunities for baby snacks, bakes and supplements
- White space baby food categories
- New-age brands are baking up baby snack innovations
- Explore the untapped infant & toddler VMS market
- Ease the guilt of time-strapped mothers with child-friendly meal kits
- Meet the three mum tribes
- Meet the three mum tribes: Trend Followers, Traditionalists and Conscious Balancers
- Graph 15: % of respondents who agree to select statements, 2025
- Demographic profile: Trend Followers
- Demographic profile: Traditionalists
- Demographic profile: Conscious Balancers
- Trust and tummy-friendliness are top purchase drivers of baby foods
- Graph 16: important features when choosing a packaged food and drink for children aged 0-3, 2025
- Status quo: vitamins/minerals and digestion claims rise, while low sugar remains niche
- Graph 17: % of launches in baby foods, by select claims, 2022-25
- Understanding the three mum tribes and their purchase triggers
- Tailor innovation strategies to align with each of the mom tribes
- Tailor innovation strategies to align with each of the mum tribes
- Upgrade vitamin/mineral fortification to address the demand for comprehensive infant nutrition
- Display amount as well as the rich variety of fruit/vegetable content
- Explore fruit- and vegetable-based vitamin/mineral supplement powders
- Emphasise low-sugar innovations
- Go beyond portion size; support developing babies with age-appropriate meals
- Mintel spark creates baby foods for the three mum tribes
- Upgrade infant formula and growing up milk with functional health claims
- Upgrade infant formulas/supplements with the golden trio of bone, immune and gut support
- Holistic wellness is on mothers’ minds, with a focus on bone, immune and gut health benefits
- Graph 18: top three health benefits that mothers are willing to pay more for infant formula or growing-up milk powder or supplements for youngest child aged 0-3, 2025
- Functional health claims are emerging in baby formula and growing up milk
- Graph 19: % of launches with select functional health claims in Baby Formula (0-12 months and growing up milk (1-4 years), 2022-25
- Now: offer enhanced bone health with better calcium absorption
- Now: prioritise immunity development and maturation
- Next: blend prebiotics with immunonutrients
- Graph 20: % of launches with select claim in baby formula (0-12 months) and growing up milk (1-4 years) with immunity claim, 2022-25
- What’s next: HMOs to aid immune support
- Recent patent innovations explore HMOs for varied health benefits
- Unlock the gut health opportunity
- India’s gut feels off
- Graph 21: frequency of experiencing gastrointestinal/digestive health issues in the last six months, by consumers who had one or more digestive issues in the last six months, 2024
- Graph 22: consumers facing gastrointestinal/digestive health issues in the last six months, 2024
- Gut talk trends: Gen Z and Millennials are leading the gut health talk on social media
- Status quo: gut health claims are on the rise; probiotics see peak growth
- Graph 23: % of select claims in baby foods, 2022-25
- Unlock the gut health opportunity
- Happy kids, healthy guts: Indian mums are on it
- Ride the rising probiotic tide in various baby food categories
- Consider probiotic-rich yogurt inclusion to promote gut health
- Combine protein with gut health support in baby foods
- Graph 24: select features considered important when choosing packaged food and drinks for their youngest child aged 0-3, by select consumer segment, 2025
- Expand the horizon of high-protein baby foods with easy-to-digest formulation
- What’s next: link gut health to holistic wellness
- Graph 25: % of gut health claim (functional – digestive, high/added fibre, probiotics or prebiotic) launches with select functional health claims in baby food, 2022-25
- What’s next: connect gut health with various functional health benefits
- Connect gut health with various functional health benefits
- Mintel Spark creates baby food that promotes various gut-axis and holistic wellbeing
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APPENDIX
- Report definition
- Consumer survey methodology
- Social data research methodology
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