Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Baby/toddler food sales stagnate
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- Figure 1: Total US sales and fan chart forecast of market, at current prices, 2011-21
- Allergen fears weigh on parents
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- Figure 2: Opinions of baby/toddler food, any agree, by age of parent, December 2016
- Birthrates rise among older mothers
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- Figure 3: Birthrates, by age of mother, United States, 2007, 2014, and 2015
- The opportunities
- Parents avoiding artificial
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- Figure 4: Attributes of baby/toddler food, by age of parent, any rank, December 2016
- What parents want
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- Figure 5: Attributes of baby/toddler food, by age of parent, any rank, December 2016
- Superfruit could boost already nutritious baby foods
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- Figure 6: Opinions of baby/toddler food, any agree, by age of parent, December 2016
- What it means
The Market – What You Need to Know
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- Baby/toddler food sales stagnate
- Formula leads market share
- Parents' allergy awareness remains strong
- Lifestyle changes impacting baby/toddler food market
Market Size and Forecast
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- Baby/toddler food sales stagnate
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- Figure 7: Total US sales and fan chart forecast of market, at current prices, 2011-21
- Figure 8: Total US retail sales and forecast of baby/toddler foods, at current prices, 2011-21
Market Breakdown
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- Formula maintains market share dominance
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- Figure 9: Total US retail sales and forecast of baby/toddler foods, by segment, at current prices, 2011-21
- Supermarket share continues to slip
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- Figure 10: Total US retail sales of baby/toddler food, by channel, at current prices, 2011-16
- Figure 11: Total US retail sales of baby/toddler food, by channel, with % change, 2011-16
Market Perspective
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- Allergen impact significant but could lessen
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- Figure 12: Opinions of baby/toddler food, any agree, by age of parent, December 2016
- Formula’s supplemental potential
Market Factors
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- Changes in lifestyles and gender roles impact the American family
- Birthrates rise among older mothers
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- Figure 13: Birthrates by year, 2006-15
- Figure 14: Birthrates, by age of mother, United States, 2007, 2014, and 2015
- Delaying major milestones
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- Figure 15: Parents with children under age 18 in the household, by living arrangement, 2007-16
- Median income climbs, while the gender gap narrows slightly
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- Figure 16: Median household income, in inflation-adjusted dollars, 2005-15
Key Players – What You Need to Know
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- Abbot increases, while other major entities largely decline
- Organic avoids artificial
- Organic options fare well in formula
- Whole lot of interest in whole grains
Sales of Baby Food and Drink
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- Abbot posts category’s most notable sales increase in 2016
- Sales of baby food and drink
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- Figure 17: MULO sales of baby food and drink, by leading companies, 52-weeks ending Oct. 20, 2016, with % change in year-on-year sales in parentheses
- Figure 18: MULO sales of baby food and drink, by leading companies, rolling 52 weeks 2015 and 2016
What’s Working?
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- Organic claims speak to parents avoiding artificial
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- Figure 19: Baby/toddler food launches, by claim, 2012-16
- Figure 20: GMO-free baby/toddler food launches, 2016
- Retaining consumption throughout toddler years and even into adulthood
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- Figure 21: Pedialyte launches, 2016
What’s Struggling?
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- Formula struggles, though organic options fare better
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- Figure 22: Formula launches, 2016
What’s Next?
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- Free-from claims emerging
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- Figure 23: Allergen-free toddler food launches, 2016
- Whole-grain promise with other attributes
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- Figure 24: Toddler food launches with whole grains, 2016
- Private label products leveraging organic, health claims
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- Figure 25: Private label/branded baby/toddler food launches, by claim, 2012-16
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- Figure 26: Private label toddler food launches, 2016
The Consumer – What You Need to Know
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- Younger parents more likely to turn to mass merchandisers
- Online may emerge as significant resource
- Cereals, jarred baby food in need of flavor
- Non-artificial interest strong
- Significant allergy-related fears among parents
- Convenience and on-the-go resonate strongly with parents
Purchase Location for Baby/Toddler Food
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- Mass merchandisers emerge as retailer of choice for young parents
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- Figure 27: Purchase location, December 2016
- Supermarket usage trailing notably among younger parents
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- Figure 28: Purchase location, by age of parent, December 2016
- Stronger club appeal among older parents
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- Figure 29: Purchase location, by age of parent, December 2016
- Natural/specialty stores catering to more-affluent consumers
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- Figure 30: Purchase location, by household income, December 2016
- Urban appeal for natural/specialty chains
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- Figure 31: Purchase location, by area, December 2016
- Hispanic parents slightly more likely to turn to specialty stores
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- Figure 32: Purchase location, by Hispanic origin, December 2016
Purchase via Online/Subscription
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- Young consumers predisposed to buying online
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- Figure 33: Purchase location, by age of parent, December 2016
- Black consumers could use online resources for baby food more
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- Figure 34: Purchase location, by race, December 2016
- Figure 35: Frequency of grocery shopping online by Black consumers, by presence of children in household, August 2015
- Online potential for underserved areas
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- Figure 36: Purchase location, by area, December 2016
Improving Baby/Toddler Food
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- General content with flavor options of baby/toddler foods
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- Figure 37: Baby/toddler food improvement, December 2016
- Hispanic non-Millennials seeking more diverse baby/toddler cereals
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- Figure 38: Baby/toddler food improvement, by Hispanic origin, December 2016
Purchase Drivers
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- Real interest in non-artificial
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- Figure 39: Attributes of baby/toddler food, any rank, December 2016
- Seeking added benefits in baby/toddler food
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- Figure 40: Attributes of baby/toddler food, by age of parent, any rank, December 2016
- Artificial an issue with Hispanic parents
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- Figure 41: Attributes of baby/toddler food, by Hispanic origin, any rank, December 2016
- Certain factors less of an issue for Hispanic non-Millennial parents
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- Figure 42: Attributes of baby/toddler food, by Hispanic origin, any rank, December 2016
Health-related Opinions of Baby Food
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- Allergen fears notable among parents
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- Figure 43: Opinions of baby/toddler food, any agree, by age of parent, December 2016
- Superfruit could boost already nutritious baby foods
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- Figure 44: Opinions of baby/toddler food, any agree, by age of parent, December 2016
- Calorie concerns may echo bigger fears
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- Figure 45: Opinions of baby/toddler food, any agree, by area, December 2016
- Sugar concerns weighing on Hispanic non-Millennials
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- Figure 46: Opinions of baby/toddler food, any agree, by Hispanic origin, December 2016
Purchasing Baby/Toddler Food
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- Parents seeking nutritional guidance
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- Figure 47: Opinions of baby/toddler food, any agree, by generation, December 2016
- Need to accentuate foods’ safety
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- Figure 48: Opinions of baby/toddler food, any agree, by area, December 2016
- Black consumers appear more trusting of national brands for guidance
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- Figure 49: Opinions of baby/toddler food, any agree, by race, December 2016
- Safety fears factor prominently among Hispanic parents
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- Figure 50: Opinions of baby/toddler food, any agree, by Hispanic origin, December 2016
Feeding Babies/Toddlers
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- Parents want options to ease dining out
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- Figure 51: Opinions of baby/toddler food, any agree, by generation, December 2016
- Asians seeking packaged options only for away-from-home needs
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- Figure 52: Opinions of baby/toddler food, any agree, by race, December 2016
- Hispanic parents appreciate scheduled feeding times
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- Figure 53: Opinions of baby/toddler food, any agree, by Hispanic origin, December 2016
Opportunities for Baby/Toddler Foods
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- Time concerns pressing parents
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- Figure 54: Baby/toddler food opportunities, December 2016
- Organic’s price may weigh heavily on older parents
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- Figure 55: Baby/toddler food opportunities, by household income, December 2016
- Expanding toddler food’s appeal
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- Figure 56: TURF Analysis – Baby/toddler food opportunities, December 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 57: Total US retail sales and forecast of baby/toddler food, at inflation-adjusted prices, 2011-21
- Figure 58: Total US retail sales of baby/toddler food, by segment, at current prices, 2014 and 2016
- Figure 59: Total US retail sales and forecast of baby formula, at current prices, 2011-21
- Figure 60: Total US retail sales and forecast of baby formula, at inflation-adjusted prices, 2011-21
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- Figure 61: Total US retail sales and forecast of baby food and snacks, at current prices, 2011-21
- Figure 62: Total US retail sales and forecast of baby food and snacks, at inflation-adjusted prices, 2011-21
- Figure 63: Total US retail sales and forecast of baby electrolytes, at current prices, 2011-21
- Figure 64: Total US retail sales and forecast of baby electrolytes, at inflation-adjusted prices, 2011-21
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- Figure 65: Total US retail sales and forecast of baby juice, at current prices, 2011-21
- Figure 66: Total US retail sales and forecast of baby juice, at inflation-adjusted prices, 2011-21
- Figure 67: Total US retail sales of baby/toddler food/drink, by channel, at current prices, 2014 and 2016
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- Figure 68: US supermarket sales of baby/toddler food/drink, at current prices, 2011-16
- Figure 69: US drugstore sales of baby/toddler food/drink, at current prices, 2011-16
- Figure 70: US sales of baby/toddler food/drink through other retail channels, at current prices, 2011-16
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Appendix – Key Players
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- Figure 71: MULO sales of baby formula, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 72: MULO sales of baby food and snacks, by leading companies and brands, rolling 52 weeks 2015 and 2016
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- Figure 73: MULO sales of baby electrolytes, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 74: MULO sales of baby juice, by leading companies and brands, rolling 52 weeks 2015 and 2016
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Appendix – TURF Analysis Methodology
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- Figure 75: Table - TURF Analysis – Baby/toddler food opportunities, December 2016
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