Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.
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THECONSUMER KEY POINTS • Mintel research shows that 75 percent of parents of children younger than 3 think that all-natural ingredients/ no additives or preservatives is an important attribute of baby food and drink products, and a smaller but still significant 46 percent of these parents think that organic is important. • Parents buying baby and toddler food and drink have nutrition on the brain: 43 percent of parents of children younger than 3 read nutrition labels before purchasing food; 70 percent value low/no sugar products; 65 percent value fortification; 63 percent seek out whole grain/whole wheat; and 59 percent want low/no sodium products. • Connecting with first-time parents can pay off. Baby food companies may have more success appealing to firsttime moms and dads and emphasizing the convenience their brand can offer in a time that can be confusing and hectic. Good avenues are advertising on baby websites and so-called mommy blogs, as the data show that 21 percent of parents of children younger than 3 use blogs for nutritional information. • Offering a variety of flavors to appeal to picky eaters is paramount for parents. Nearly a quarter (23 percent) of parents who feed their babies and toddlers a mix of homemade and store-bought food are significantly more likely to think there is not enough ethnic/multicultural baby/toddler food available, suggesting an opportunity to appeal to this group of parents with new, more exotic varieties. IMPORTANT CHARACTERISTICS OF BABY FOOD AND DRINK "Thinking about your most recent purchases of baby food and drink (solid food or formula) for your child/ren younger than 3, how important has each of the following product characteristics been in your buying decision?" RECENT PRODUCT INTRODUCTIONS • BabyGourmet Banana Raisin Oatmeal Pouch • GoGoSqueez Fast Fruit Apple, Peach, Passionfruit Has Importance % Price 86 All-natural ingredients, no artificial additives or preservatives 75 Convenient packaging (e.g., portable, resealable) 72 On sale/have a coupon 71 Low/no sugar 70 Fortification (e.g., added iron, DHA) 65 Brand name I recognize 64 Whole grain/whole wheat 63 Low/no sodium 59 Low/reduced/no allergen (any allergen, including soy, gluten) 48 Organic 46 Lactose/dairy free 29 Important Characteristics When Purchasing Baby Food and Drink, February 2013 Base: 391 parents with children younger than 3 who use store-bought baby/toddler foods/formula Source: Mintel After price and all-natural attributes, convenience was the third most important baby food and drink attribute for 72 percent of parents with kids younger than 3. The popularity of convenient packaging is exemplified by the success of the reclosable, flexible pouch packaging that many baby food brands have employed during the past three years. • HainCelestial Earth's Best Organic Whole Grain Mixed Grain Cereal in Apple Sweet Potato, Best Infant Puree Pouch in Apple Plum Kamut • HappyFamily Happy Baby Basmati Rice Coconut Milk & Carrot Grains Homestyle Meals in Pouches • KidsGourmet Squoosh Beetberry Pouch • OuhlalaGourmetCorp. Buddy Fruits Pure Fruit Jiggle Gel • PlumOrganics Plum Tot's Fiddlesticks Organic Fruit & Grain Snack Sticks • ummySpoonfuls Frozen Chunky Yummy Y Organic Adzuki Beans and Sweet Potato Porridge Editor's Note: Specialty Food Magazine is pleased to be working with Mintel on Research Spotlight. Mintel is a leading supplier of competitive media, product and consumer data. A 34-year reputation for delivering dependable and original market information has allowed Mintel to maintain Business Superbrand status in the U.K. Mintel's product line includes: Mintel Reports, a renowned market intelligence report series, publishing more than 600 reports annually covering the U.S. and Europe; and Mintel's GNPD, the Global New Products Database, which monitors worldwide product innovation in consumer packaged goods markets. For more information call 312.943.5250 or visit mintel.com. Specialty Food Association members may purchase Mintel's baby food and drink report at a 10 percent discount. Denise Shoukas is contributing editor to Specialty Food Magazine. NOVEMBER/DECEMBER 2013 47