Stay ahead of the curve in the baby food market with Mintel’s US Baby Food and Drink Market Report. Inside the full report, you’ll be provided with consumer-led market intelligence that outlines the trends and behaviors affecting your industry, alongside baby food market statistics and data-driven recommendations that help you to benchmark and align your strategy with other industry professionals. Read on to discover key insights from the full report.
Key Issues Covered in this Report:
- Food and drink consumed by children under 3.
- Frequency of foods consumed by children under 3.
- Important attributes of food and drinks given to babies/toddlers.
- Sources of information about baby/toddler nutrition.
- Toddler and baby feeding behaviors.
- Attitudes toward baby/toddler food and drink.
US Baby Food Market – Current Landscape
The US baby and toddler food and drink market has maintained a modest upward trajectory, boosted by the necessity of the market, but stunted by lower birth rates and changing product categorization.
- US baby food market share:Â Private label brands were among the biggest increase in market share for 2024, increasing by 0.5%.
US Baby Food and Drink – Consumer Trends
Brands have a big opportunity to become the go-to brand for babies and toddlers, as the smallest members of the family are often the most routine-driven, and their parents tend to be brand loyal. Over three-quarters of US consumers agree brands have a role to play in educating parents about nutrition, making knowledge a clear point of entry for brands. Tying nutritional claims to health outcomes and developmental stages can help parents understand what products fit the needs of their babies.
Parents across demographics are under pressure, though their individual pain points depend on the specific structure of their lives. Marital status matters, as does geographic location and work-from-home (WFH) status. That said, baby/toddler food and drink that delivers nutrition from vegetables, fruits and protein sources are particularly sought after.
Luckily for brands, parents are practical: they understand good products may cost more, and are willing to pay (within reason). The burden, then, is proving claims and boosting products with an edge of ease and convenience.
Purchase the full report for a complete overview of the US baby food and drink market, including consumer insights, competitive strategies and a breakdown of the market.
Expert Analysis from an Industry Specialist
This report, written by Michele Scott, a leading Food and Drink analyst, delivers in-depth commentary and analysis to highlight current trends in the US baby food and drink market and add expert context to the numbers.
Babies and toddlers have specific nutrition needs, and feeding them can be stressful. Help parents navigate, and be an invaluable resource as babies grow into kids.
Michele Scott
Associate Director, US Research – Food and Drink
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- Key issues covered in this Report
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Executive Summary
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Consumer Insights
- Consumer fast facts
- Food and drink consumed by children under 3
- Graph 1: food and drink consumed by children under 3, 2023
- Graph 2: food and drink consumed by children under 3, by region, 2023
- Graph 3: food and drink consumed by children under 3, by financial situation, 2023
- Graph 4: food and drink consumed by children under 3, employment situation, 2023
- Graph 5: food and drink consumed by children under 3, marital status, 2023
- Frequency of foods consumed by children under 3
- Graph 6: frequency of food and drink consumed by children under 3, 2023
- Important attributes of drinks given to babies/toddlers
- Graph 7: important attributes in drinks given to babies/toddlers, 2023
- Graph 8: important attributes in drinks given to babies/toddlers, by region, 2023
- Important attributes of food given to babies/toddlers
- Graph 9: important attributes in food given to babies/toddlers, 2023
- Graph 10: important attributes in food given to babies/toddlers, by employment situation, 2023
- Sources of information about baby/toddler nutrition
- Graph 11: resources used for feeding children, 2023
- Graph 12: resources used for feeding children, by marital status, 2023
- Graph 13: resources used for feeding children, by region, 2023
- Toddler and baby feeding behaviors
- Graph 14: toddler and baby feeding behaviors, US
- Graph 15: toddler and baby feeding behaviors by region, 2023
- Graph 16: toddler and baby feeding behaviors, by marital status, 2023
- Attitudes toward baby/toddler food and drink
- Graph 17: attitudes about feeding babies/toddlers, 2023
- Graph 18: attitudes about feeding babies/toddlers, by region, 2023
- Graph 19: attitudes about feeding babies/toddlers, by marital status, 2023
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Competitive Strategies
- Launch activity and innovation
- Marketing and advertising
- Opportunities
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The Market
- Market context
- Market drivers
- Graph 20: wages and CPI, percent change from year ago, 2021-23
- Market size and forecast
- Market segmentation
- Graph 21: total retail sales and forecast, by segment, at current prices, 2018-28
- Market share/brand share
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Appendix
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