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Baby Food and Drink Market In US 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

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

Trend Applications

Trend: Let’s Make A Deal

Trend: Extend My Brand

Trend: Prove It

Market Size and Forecast

Key points

Slow economic rebound limits sales growth potential

Sales and forecast of baby food and drink

Figure 6: Total US retail sales and forecast of baby food and drink, at current prices, 2008-18

Figure 7: Total US retail sales and forecast of baby food and drink, at inflation-adjusted prices, 2008-18

Fan chart forecast

Figure 8: Total US retail sales and fan chart forecast of baby food and drink, at current prices, 2008-18

Market Drivers

Key points

Slow economic recovery prevents greater growth

Figure 9: US unemployment rate, by month, 2002-14

Figure 10: Attitudes toward baby food and drink, January 2014

Number of children aged three and younger expected to increase 2013-19

Figure 11: Household usage of liquid/powdered baby formula, 2007-13

Figure 12: Population projections for children aged three and younger, 2013-19

Blacks report most use of liquid/powdered formula and baby foods, cereals, juices

Figure 13: Household usage of liquid/powdered baby formula, by race/Hispanic origin, November 2012-December 2013

Figure 14: Household use of baby foods, baby cereals, or baby juices, by race/Hispanic origin, November 2012-December 2013

Organic brands will drive future sales

Figure 15: What parents would like to see baby/toddler food and drink companies provide, by gender, January 2014

Competitive Context

Rate of breastfeeding increases

Homemade baby food/drink competes directly with store-bought brands

Figure 16: Foods parents feed their children aged 2 or younger, January 2014

Nearly half of parents give their babies adult food

Product recalls may scare away some parents

Segment Performance

Key points

Baby formula holds 70% share, baby food/snacks segment grows faster

Sales of baby food and drink, by segment

Figure 17: Total US retail sales of baby food and drink, segmented by type, 2011 and 2013

Segment Performance – Baby Formula

Key points

Baby formula sales impacted by breastfeeding trends, price objections

Sales and forecast of baby formula

Figure 18: Total US retail sales and forecast of baby formula, at current prices, 2008-18

Segment Performance – Baby Food and Snacks

Key points

Moderate growth predicted for baby food/snacks

Sales and forecast of baby food and snacks

Figure 19: Total US retail sales and forecast of baby food and snacks, at current prices, 2008-18

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Segment Performance – Baby Electrolytes

Key points

Moderate growth expected in 2013-19, but small share overall

Sales and forecast of baby electrolytes

Figure 20: Total US retail sales and forecast of baby electrolytes, at current prices, 2008-18

Segment Performance – Baby Juice

Key points

Baby juice is drying up

Sales and forecast of baby juice

Figure 21: Total US retail sales and forecast of baby juice, at current prices, 2008-18

Retail Channels

Key points

Supermarkets sales flat; drug stores and other channels grow substantially

Sales of baby food and drink, by channel

Figure 22: Total US retail sales of baby food and drink, by channel, 2011 and 2013

Figure 23: US supermarket sales of baby food and drink, 2008-13

Figure 24: US drug store sales of baby food and drink, 2008-13

Figure 25: US other channel sales of baby food and drink, 2008-13

Leading Companies

Key points

NestlE S.A. leads market, registers only sales gain

Private label grows 9.3%

Manufacturer sales of baby food and drink

Figure 26: Manufacturer sales of baby food and drink, 2013 and 2014

Brand loyalty runs high for Nestlé among baby food/snack buyers

Figure 27: Key purchase measures for the top baby food/snack brands, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 30, 2012 (year ago)

Brand Share – Baby Formula

Key points

Abbott leads but drops 3.6%

Mead Johnson drops 1.4% but finds a good formula with Nutramigen

Nestle gains 16.7% with Gerber Good Start Soothe

Manufacturer sales of baby formula

Figure 28: Manufacturer sales of baby formula, 2013 and 2014

Brand Share – Baby Food

Key points

Nestles Gerber tops segment, drops slightly

Milnot and The Hain Celestials Group comprise much smaller share

Manufacturer sales of baby food

Figure 29: Manufacturer sales of baby food, 2013 and 2014

Brand Share – Baby Electrolytes

Key points

Abbott experiences little competition for electrolyte sales

Manufacturer sales of baby electrolytes

Figure 30: Manufacturer sales of baby electrolytes, 2012 and 2013

Brand Share – Baby Juice

Key points

Nestle has no name brand or private label competition; segment in decline

Manufacturer sales of baby juice

Figure 31: Manufacturer sales of baby juice, 2012 and 2013

Innovations and Innovators

Organic claims highest among all claims in 2013

Figure 32: Top 9 product claims, baby food and formula, by percent of total claims, 2009-13

Organic baby foods ease parents’ minds about food safety

On-the-go products make feeding easier for parents

Ethnic-inspired and internationally flavored baby foods offer more variety

Hypoallergenic brands help prevent reactions while still providing nutrients

Marketing Strategies

Overview of the brand landscape

Theme: A partner in prenatal and newborn/toddler care

Brand example: Gerber

Gerber TV presence

Figure 33: Gerber television ad, 2014

Figure 34: Gerber Graduates Lil’ Entrees television ad, 2014

Brand example: Similac

Brand example: Enfamil

Enfamil TV presence

Figure 35: Enfamil Newborn television ad, 2014

Figure 36: Enfagrow Toddler Next Step television ad, 2014

Social Media

Key points

Market overview

Key social media metrics

Figure 37: Key social media metrics, April 2014

Brand usage and awareness

Figure 38: Brand usage and awareness for select baby food and drink brands, April 2014

Interaction with baby food and drink brands

Figure 39: Interactions with select baby food and drink brands, April 2014

Leading online campaigns

Baby photos

Parenting advice

What we think

Online conversations

Figure 40: Online conversations around selected baby food and drink brands, by month, April 1, 2013-March 31, 2014

Where are people talking about baby food and drink brands?

Figure 41: Online conversations around selected baby food and drink brands, by page type, April 1, 2013-March 31, 2014

What are people talking about?

Figure 42: Topics of conversations around selected baby food and drink brands, by month, April 1, 2013-March 31, 2014

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Baby Food/drinks Used in the Household

Key points

Nearly six in 10 report household use of baby formula

Figure 43: Household use of liquid/powdered baby formula, by age, November 2012-December 2013

Nearly two thirds use baby foods, cereals, juices in the household

Figure 44: Household use of baby foods, baby cereals, or baby juices, by age, November 2012-December 2013

Foods Parents Feed Their Children Aged 2 or Younger

Key points

More than half use a range of store-bought baby foods

Figure 45: Foods parents feed their children aged 2 or younger, by gender, January 2014

Parents who give their children breast milk also likely to feed them homemade pureed fruit/vegetables

Figure 46: Foods parents feed their children aged 2 or younger—homemade, by drinks parents give to their children aged 2 and younger, January 2014

Parents who give their kids juice and/or nutritional shakes also apt to feed them store-bought snacks, yogurt, and treats

Figure 47: Foods parents feed their children aged 2 or younger—store-bought, by drinks parents give to their children aged 3 and younger, January 2014

Drinks Parents Give to Their Children Aged Two and Younger

Key points

Parents most apt to give water to their babies aged two and younger

Figure 48: Drinks parents give to their children aged 2 and younger, and 1 and younger, by gender, January 2014

Brands Used

Key points

Most use Similac formula in the household

Figure 49: Brands of liquid/powdered baby formula products used in the last 12 months, November 2012-December 2013

Gerber top baby food/cereal/juice choice for parents

Figure 50: Brands of baby foods, baby cereal, or baby juices used in the household, November 2012-December 2013

Behaviors and Preferences toward Baby/toddler Formula

Key points

More than half stick to the same formula brand all the time

Figure 51: Behaviors and preferences toward baby/toddler formula, by demographics, January 2014

$50K+ most likely to buy formula with added nutrients such as DHA

Figure 52: Behaviors and preferences toward baby/toddler formula, by demographics, January 2014

Behaviors and Preferences toward Baby/toddler Food

Key points

Nearly half feed their children some kind of adult food

Figure 53: Behaviors and preferences toward baby/toddler food, by gender, January 2014

What Parents Would Like to See Baby/toddler Food and Drink Companies Provide

Key points

Most want to see online deals for baby/toddler food/drink

Figure 54: What parents would like to see baby/toddler food and drink companies provide, by gender, January 2014

Opinions About Baby Food/drink

Key points

A majority feel private label baby food/drink is as good as name brands

Figure 55: Opinions about baby food and drink, January 2014

Appendix – Other Useful Consumer Tables

Food parents feed their children aged two or younger

Figure 56: Foods parents feed their children aged 2 or younger, by age, January 2014

Figure 57: Foods parents feed their children aged 2 or younger, by household income, January 2014

Figure 58: Foods parents feed their children aged 2 or younger, by marital status, January 2014

Drinks parents give their child(ren) aged two or younger, and one and younger

Figure 59: Drinks parents give to their children aged 2 and younger, by age, January 2014

Figure 60: Drinks parents give to their children aged 1 and younger, by demographics, January 2014

Figure 61: Drinks parents give to their children aged 2 and younger, by household income, January 2014

Figure 62: Drinks parents give to their children aged 1 and younger, by demographics, January 2014

Behaviors and preferences towards baby/toddler food

Figure 63: Behaviors and preferences toward baby/toddler food, by household income, January 2014

Figure 64: Behaviors and preferences toward baby/toddler food, by race/Hispanic origin, January 2014

What parents would like to see baby/toddler food and drink companies provide

Figure 65: What parents would like to see baby/toddler food and drink companies provide, by race/Hispanic origin, January 2014

What parents would like to see baby/toddler food and drink companies provide

Figure 66: What parents would like to see baby/toddler food and drink companies provide, by household income, January 2014

Figure 67: What parents would like to see baby/toddler food and drink companies provide, by race/Hispanic origin, January 2014

Opinions about baby food and drink

Figure 68: Opinions about baby food and drink, by gender, January 2014

Figure 69: Opinions about baby food and drink, by age, January 2014

Figure 70: Opinions about baby food and drink, by marital status, January 2014

Appendix – Social Media

Brand usage or awareness

Figure 71: Brand usage or awareness, January 2014

Figure 72: Enfamil usage or awareness, by demographics, January 2014

Figure 73: Gerber usage or awareness, by demographics, January 2014

Figure 74: Plum Organics usage or awareness, by demographics, January 2014

Figure 75: Earth’s Best usage or awareness, by demographics, January 2014

Figure 76: Ella’s Kitchen usage or awareness, by demographics, January 2014

Figure 77: Happy Baby usage or awareness, by demographics, January 2014

Interactions with brands

78: Activities done, January 2014

Figure 79: Enfamil – activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014

Figure 80: Enfamil – activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014

Figure 81: Enfamil – activities done – I have researched the brand on social media to…., by demographics, January 2014

Figure 82: Gerber – activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014

Figure 83: Gerber – activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014

Figure 84: Gerber – activities done – I follow/like the brand on social media because…., by demographics, January 2014

Figure 85: Gerber – activities done – I have researched the brand on social media to…., by demographics, January 2014

Figure 86: Plum Organics – activities done – I have researched the brand on social media to…., by demographics, January 2014

Figure 87: Earth’s Best – activities done – I have researched the brand on social media to…., by demographics, January 2014

Key social media metrics

Figure 88: Key social media metrics—Gerber, April 2014

Figure 89: Key social media metrics—Enfamil, April 2014

Figure 90: Key social media metrics—Plum Organics, April 2014

Figure 91: Key social media metrics—Happy Baby, April 2014

Figure 92: Key social media metrics—Earth’s Best, April 2014

Figure 93: Key social media metrics—Ella’s Kitchen, April 2014

Online conversations

Figure 94: Online conversations around selected baby food and drink brands, by month, April 1, 2013-March 31, 2014

Figure 95: Online conversations around selected baby food and drink brands, by page type, April 1, 2013-March 31, 2014

Figure 96: Topics of conversations around selected baby food and drink brands, by month, April 1, 2013-March 31, 2014

Appendix – Information Resources Inc. Builders Panel Data Definitions

Information Resources Inc. Consumer Network Metrics

Appendix – Trade Associations

 

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