Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Baby food and drink market declines continue in 2010
- Consumers laboring under higher food costs and less disposable income
- Baby formula leads overall, but is driving the market’s declines
- Supermarkets remain the retailer of choice
- Leading companies remain Nestlé and Abbott Nutrition
- Innovations continue rapidly apace
- A fresh look at marketing strategies
- The consumer
Insights and Opportunities
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- Smaller companies pursuing new packaging ideas
- Teaming up with larger companies
- Learn from other companies’ mistakes
- Organic baby food has yet to reach its potential
- Changing the eco-friendly paradigm
Inspire Insights
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- Trend: “Green Technology”
Market Size and Forecast
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- Key points
- Baby food and drink market feeling effects of recession, decline in birth rate
- Sales and forecast of baby food and drink
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- Figure 1: Total U.S. retail sales of baby food and drink, at current prices, 2005-12
- Figure 2: Total U.S. retail sales of baby food and drink, at inflation-adjusted prices, 2005-12
- Fan chart forecast
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- Figure 3: Fan chart forecast for baby food and drink, at current prices, 2005-12
- Walmart sales
Market Drivers
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- Rising food prices impacting consumers’ disposable income
- Birth rate at its lowest point in the last century
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- Figure 4: Households by presence of children, 1999-2009
- Companies face labeling warnings from FDA
- New federal regulations encourage breastfeeding
Competitive Context
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- Key points
- Breastfeeding slowing usage of baby formula
- High unemployment leaves more time to make food, save money
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- Figure 5: Feeding behavior, by age and household income, January/February 2011
- Making do with substitutes
- Mommy blogs proving to have staying power
Segment Performance
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- Key points
- Baby formula shows decline, but continues to dominate the category
- Sales of market, by segment
- Total U.S. sales of baby food and drink, by segment
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- Figure 6: Total U.S. sales of baby food and drink, by segment, 2008-10
Segment Performance—Baby Formula
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- Key points
- Breastfeeding having an impact on sales of baby formula
- Sales and forecast of baby formula
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- Figure 7: Total U.S. sales of baby formula, 2005-12
Segment Performance—Baby Food and Snacks
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- Key points
- Sales of baby food and snacks remains stable
- Sales and forecast of baby food and snacks
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- Figure 8: Total U.S. sales and forecast of baby food and snacks, at current prices, 2005-12
Segment Performance—Baby Electrolytes
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- Key points
- Baby electrolytes fall further out of favor
- Sales and forecast of baby electrolytes
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- Figure 9: Total U.S. sales and forecast of baby electrolytes, at current prices, 2005-12
Segment Performance—Baby Juice
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- Key points
- Baby juice sales continue to decline
- Sales and forecast of baby juice
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- Figure 10: Total U.S. sales and forecast of baby juice, at current prices, 2005-12
Retail Channels
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- Key points
- Supermarkets and their promise of one-stop shopping a powerful draw
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- Figure 11: Total U.S. FDMx sales of baby food and drink, by channel, 2008 and 2010
- Sales through supermarkets continue to be on the decline
- Some stores trying to cater to certain demographics
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- Figure 12: Supermarket/food store sales of baby food and drink, at current prices, 2005-10
- Warehouse clubs see sales drop between 2008 and 2010
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- Figure 13: Supercenter and warehouse club sales of baby food and drink, at current prices, 2005-10
- Drugstores see less of a decline than other channels in 2009-2010
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- Figure 14: Other retailer sales of baby food and drink, at current prices, 2005-10
Retail Channels—Natural Supermarkets
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- Key points
- Insights
- Sales of baby food in the natural channel
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- Figure 15: Natural supermarket sales of baby food, at current prices, 2008-10*
- Figure 16: Natural supermarket sales of baby food, at inflation-adjusted prices, 2008-10*
- Natural channel sales by segment
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- Figure 17: Natural supermarket sales of baby food, by segment, 2008 and 2010*
- Leading brands
- Natural channel sales by organic content
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- Figure 18: Natural supermarket sales of baby food, by organic content, 2008 and 2010*
Leading Companies
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- Key points
- Leading companies jockeying for the top position
- FDMx sales of baby food and drink by manufacturer
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- Figure 19: Manufacturer FDMx sales of baby food and drink in the U.S., 2010 and 2011
Brand Share—Baby Formula
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- Key points
- Rebranding only partially successful
- Changes in WIC program continue to have an impact
- Private label receives a boost
- Manufacturer and brand sales of baby formula
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- Figure 20: Selected FDMx brand sales of baby formula, 2010 and 2011
Brand Share—Baby Food and Snacks
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- Key points
- Largest manufacturers stepping up their offerings
- Smaller companies find ways to compete
- Manufacturer and brand sales of baby food and snacks
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- Figure 21: Selected FDMx brand sales of baby food and snacks, 2010 and 2011
Brand Share—Baby Electrolytes
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- Key points
- Pedialyte remains in the top spot, even as private label gains ground
- Manufacturer and brand sales of baby electrolytes
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- Figure 22: Selected FDMx brand sales of baby electrolytes, 2010 and 2011
Brand Share—Baby Juice
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- Key points
- Juice remains the smallest segment of the baby food and drink category
- Manufacturer and brand sales of baby juice
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- Figure 23: Selected FDMx brand sales of baby juice, 2010 and 2011
Innovations and Innovators
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- Key points
- Drop-off in number of baby savory meals and dishes introduced
- Baby food and drink product launches 2007-11
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- Figure 24: New baby food product launches, by subcategory, 2007-11
- Desire for products with no additives or preservatives fuels new product launches
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- Figure 25: New baby food product launches, by product claim, 2007-11
- Shelf-stable remains the most popular packaging type by far
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- Figure 26: New baby food product launches, by storage type, 2007-11
- Gerber has the most new product launches
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- Figure 27: New baby food product launches, by top five companies/top three brands, 2007-11
- Figure 28: New baby food product launches, by name brand and private label segmentation, 2007-11
- Product innovations
- Baby fruit products, desserts and yogurts
- Baby savory meals and dishes
- Baby snacks
Marketing Strategies
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- Overview
- Social media marketing
- Gerber engaging more directly with consumers
- Television advertising
- Beech-Nut Steamies
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- Figure 29: Beech-Nut Steamies, 2011
- Enfamil Premium Newborn
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- Figure 30: Enfamil Premium Newborn, 2011
- Gerber Graduates Puffs
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- Figure 31: Gerber Graduates Puffs, 2010
- PBM Products
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- Figure 32: PBM Products, 2010
Baby Food and Drink Usage
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- Key points
- Formula usage
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- Figure 33: Baby food and drink usage, by age and household income, January/February 2011
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- Figure 34: Liquid/powdered baby formula, by race/Hispanic origin, July 2009-September 2010
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- Figure 35: Liquid/powdered baby formula, by household income, July 2009-September 2010
- Baby and toddler food usage
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- Figure 36: baby food/baby cereals/juices, by race/Hispanic origin, July 2009-September 2010
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- Figure 37: baby food/baby cereals/juices, by household income, July 2009-September 2010
- Usage frequency
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- Figure 38: Baby food and drink usage frequency, July 2009-September 2010
- Organic food/baby food usage
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- Figure 39: Organic food/baby food usage, by race/Hispanic origin, July 2009-September 2010
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- Figure 40: Organic food/baby food usage, by race/Hispanic origin, July 2009-September 2010
Feeding Behavior
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- Key points
- Feeding behavior
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- Figure 41: Feeding behavior, by age and household income, January/February 2011
- Figure 42: Feeding behavior during a typical week, by age and household income, January/February 2011
Reasons Why Moms Use Store-Bought Baby Food
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- Key points
- Experienced moms rely less on convenience
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- Figure 43: Reasons why moms use store-bought baby food, by various demographics, January/February 2011
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- Figure 44: Attributes that matter to moms for food/drink they buy for child(ren) age 3 and under, by various demographics, January/February 2011
Brand Usage and Attitudes
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- Key points
- Lack of brand loyalty among moms buying store-bought baby food
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- Figure 45: Brand usage and attitudes, by various demographics, January/February 2011
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- Figure 46: Attitudes toward varieties of baby food and drink, January/February 2011
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- Figure 47: Attitudes toward varieties of baby food and drink, by various demographics, January/February 2011
Internet Usage for Baby-Related Concerns
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- Key points
- Mommy blogs as internet phenomenon
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- Figure 48: Internet usage for baby-related concerns, January/February 2011
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- Figure 49: Internet usage for baby-related concerns, by top five responses, and by various demographics, January/February 2011
- Figure 50: Internet usage for baby-related concerns, by bottom five responses, and by various demographics, January/February 2011
Cluster Analysis
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- Price Insensitives
- Demographics
- Characteristics
- Opportunity
- Store-Bought Advocates
- Demographics
- Characteristics
- Opportunity
- Budgeting Combiners
- Demographics
- Characteristics
- Opportunity
- Characteristic tables
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- Figure 51: Baby food and drink clusters, January/February 2011
- Figure 52: Baby food and drink usage, by baby food and drink clusters, January/February 2011
- Figure 53: Feeding behavior, by baby food and drink clusters, January/February 2011
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- Figure 54: Reasons why moms use store-bought baby food, by baby food and drink clusters, January/February 2011
- Figure 55: Brand usage and attitudes, by baby food and drink clusters, January/February 2011
- Demographic tables
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- Figure 56: Baby food and drink clusters, by age, January/February 2011
- Figure 57: Baby food and drink clusters, by household income, January/February 2011
- Figure 58: Baby food and drink clusters, by household size, January/February 2011
- Figure 59: Baby food and drink clusters, by children under 18 in household, January/February 2011
- Figure 60: Baby food and drink clusters, by employment, January/February 2011
- Cluster methodology
Custom Consumer Groups
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- Key points
- Feeding behavior
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- Figure 61: Feeding behavior, by formula/breastfeeding groups, January/February 2011
- Attitudes and behavior, by custom groups
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- Figure 62: Brand usage and attitudes, by custom groups, January/February 2011
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- Figure 63: Attitudes to varieties of baby food and drink, by custom groups, January/February 2011
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- Figure 64: Internet usage for baby-related concerns (top five responses), by custom groups, January/February 2011
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- Figure 65: Internet usage for baby-related concerns (next five responses), by custom groups, January/February 2011
SymphonyIRI/Builders—Key Household Purchase Measures
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- Baby food
- Consumer insights on key purchase measures – baby food
- Brand map
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- Figure 66: Brand map, selected brands of baby food buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 67: Key purchase measures for the top brands of baby food, by household penetration, 2010*
Appendix—Other Useful Tables
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- Figure 68: Households expecting babies, by key demographics, July 2009-September 2010
- Figure 69: Population, by age, 2006-16
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- Figure 70: Population by race and Hispanic origin, 2006-16
- Figure 71: Population, by generation, 2011
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- Figure 72: Real disposable income, 2007-10
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Appendix—Trade Associations
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