research spotlight
Baby Food
Grows Up
Baby food was hit hard
by the recession—with
parents making food at
home and mothers returning to breastfeeding to
save on formula costs. But
the category is showing
new life with expanded
packaging innovations
and an improved image as
wholesome, safe and a
much-needed time saver.
BY DENISE SHOUKAS
W
hen it comes to raising babies, everyone has an opinion, whether it be formula or breastfeeding purism
or homemade versus store-bought food. The data in Mintel's recent category report show a multitude
of factors—from working situations to age—that influence the choices parents make. And although
the baby food industry lagged during the recession and saw the lowest birthrate in 25 years, recovery has been sweet
with 2012 industry sales reaching $6.5 billion. The true renaissance for the industry lies in product formulation and
packaging innovations, such as resealable, flexible pouches that appeal to many age groups. All in all, Mintel estimates
that the market will grow 22 percent from 2012 to 2017 and reach almost $8 billion.
For this report, Mintel defines baby food as powdered, ready-to-drink and concentrated, canned baby formula;
canned and jarred baby food (including shelf-stable and frozen/refrigerated products); cereal; snacks and baby juice.
Not included are other foods that babies consume such as fruit, non-baby-specific juice, or non-baby specific canned
or jarred products. While the Mintel report offers extensive information on baby formulas—a dominant segment of
the industry—this snapshot hones in on baby food, snacks and juices.
NOVEMBER/DECEMBER 2013
45
