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US Baby Food and Drink Overview May 2014

More than half of respondents to Mintel’s survey say they give their babies/toddlers aged three and younger adult food. While this is to be expected as babies reach their toddler years, brands can counter the potential for parents to feed their babies adult food by highlighting the specific nutritional formulation of their products and how this formulation provides targeted nutrients that benefit development and that may not always be present in regular foods.

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Table of Content

Scope and Themes

What you need to know

Definition

Data sources

Sales data

Consumer survey data

Abbreviations and terms

Abbreviations

Executive Summary

Overview

Healthy growth predicted

Figure 1: Total US retail sales and fan chart forecast of baby food and drink, at current prices, 2008-18

Sales driven by increasing number of babies/toddlers, rise of organic products

Slow economy and rise in breastfeeding prevent greater gains

Key players

The consumer

Respondents are most apt to feed their kids store-bought, but homemade also popular

Figure 2: Foods parents feed their children aged 2 or younger, January 2014

Parents more apt to give their kids water, cow’s milk than baby/toddler juice or formula

Figure 3: Drinks parents give to their children aged 2and younger, January 2014

More than half of respondents report loyalty to one brand of formula

Figure 4: Behaviors and preferences toward baby/toddler formula, January 2014

More than four in 10 want brands to provide more online (website/social media) deals

Figure 5: What parents would like to see baby/toddler food and drink companies provide, January 2014

What we think

Browse reports in Baby Food @ http://www.researchmoz.us/baby-food-market-reports-178.html

Issues and Insights

Can brands persuade parents to use baby food over adult food?

Insight: Highlighting the nutrients in baby foods

How can juice brands help decelerate losses?

Insight: Reducing sugar, not diluting; adding vitamins and minerals

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