Abstract
This report examines core factors influencing the baby food and drink market:
- How are population growth patterns changing the market?
- Could frozen food be the next big thing?
- Why does the debate still rage over the value of �gorganic�h and �gall-natural�h baby food products?
- How does the prevalence of breast-feeding impact the market?
- What are consumers looking for in food for their toddlers? What have they been using as an alternative?
- What stores and suppliers are being sought out by parents?
- How do new moms feel about prenatal vitamins and other supplements?
- How can manufacturers most effectively use the Internet and word-of-mouth marketing to reach their target audience?
This report includes powdered, ready-to-drink, concentrated, and canned baby formula. It also includes canned and jarred baby food, cereal, and snacks, as well as baby juice.
This report contains US IRI InfoScan data.
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Market size and sales data for this report
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- The bottom line--a bland market
- Three companies control 90% of FDM market
- Formula is a two-brand market--for now
- Sales of baby food actually decline for two big brands, while the organic one rises
- Advertising is traditional, but online bulletin boards and the like are causing a seismic shift in moms' attentions
- Channels sales rise fastest outside FDM
- Consumer highlights--trust and convenience, convenience and trust
- Market Drivers and Future Trends
- Increasing growth in number of young children--but not babies and toddlers
- Figure 1: U.S. population projections, by age groups, 2002-12
- The debate rages over the value of organic and all-natural
- Figure 2: Cost comparison of organic & conventional baby foods reviewed, September 2006
- Increased interest in fortified nutrition and homestyle products
- Internet challenging conventional wisdom
- Convenience trumps taste
- Figure 3: Reasons toddler foods are used, December 2007
- Market Size and Trends
- Market size
- Figure 4: FDM sales of baby food and drink, at current and constant prices, 2002-07
- Market trends
- Organics
- Frozen
- Independent homemade foods
- Fortified choices
- Market Segmentation
- Introduction
- Figure 5: FDM sales of baby food and drink, segmented by type, 2005 and 2007
- Baby formula
- Figure 6: FDM sales of baby formula, at current and constant prices, 2002-07
- Baby food/snacks
- Figure 7: FDM sales of baby food/snacks, at current and constant prices, 2002-07
- Baby electrolytes
- Figure 8: FDM sales of baby electrolytes, at current and constant prices, 2002-07
- Baby juice
- Figure 9: FDM sales of baby juice, at current and constant prices, 2002-07
- Supply Structure
- Overview
- Figure 10: Manufacturer and brand FDM sales of baby food and drink, 2005 and 2007
- Baby formula
- Figure 11: Manufacturer and brand FDM sales of baby formula, 2005 and 2007
- Baby food
- Figure 12: Manufacturer and brand FDM sales of baby food, 2005 and 2007
- Earth' s Best Organic
- Gerber
- Tastybaby
- HappyBaby
- Baby juice
- Figure 13: Manufacturer and brand FDM sales of baby juice, 2005 and 2007
- Baby electrolytes
- Figure 14: Manufacturer and brand FDM sales of baby electrolytes, 2005 and 2007
- Advertising and Promotion
- Traditional formats
- Partnering and panels
- Maternity ward marketing
- Company activity
- Safeway
- Safeway O Organics -- organic baby food
- Figure 15: O Organics, 2007
- Gerber
- Figure 16: Gerber Baby Fruit Puree, 2007
- Nestl
- Figure 17: Nestlé Good Start, 2007
- Retail Distribution
- Baby food at FDM
- Figure 18: FDM sales of baby food and drink, by channel, 2005 and 2007
- Supermarkets
- Figure 19: Supermarket sales of baby food and drink, at current and constant prices, 2002-07
- Private label offerings increase
- Other supermarkets adding Kids Centers licensed characters
- Other types of retailer
- Baby food in the natural channel/SPINS
- Figure 20: Natural product supermarket retail sales of baby food, at current and constant prices, 2004-07
- Natural channel sales by segment
- Figure 21: Natural product supermarket retail sales of baby food, by segment, 2005 and 2007
- Natural product supermarket channel sales of baby food
- Figure 22: Natural product supermarket retail sales of baby food at current and constant prices, 2004-07
- Natural supermarket channel sales of baby formula
- Figure 23: Natural product supermarket retail sales of baby formula at current and constant prices, 2004-07
- Natural channel sales of organic baby foods
- Figure 24: Natural product supermarket retail sales of baby food, by organic, 2005 and 2007
- Natural channel baby food brands
- Figure 25: Manufacturer brand natural supermarket sales of non-dairy beverages, 2005 and 2007
- Small but growing segment of frozen organic baby food emerging
- The Consumer
- Summary
- Household penetration of baby food and drink
- Figure 26: Incidence of baby food and drink usage in baby and toddler households, May 2006-June 2007
- Household penetration by brand
- Figure 27: Brands of baby food and drink used, May 2006-June 2007
- Figure 28: Brands of baby food and drink used, by age of children in the household, May 2006-June 2007
- Feeding habits--breastfeeding versus formula
- Figure 29: Feeding habits, breastmilk and/or formula, December 2007
- Figure 30: Feeding habits, breastmilk and/or formula, by employment status, December 2007
- Moms name their most influential sources for feeding information
- Figure 31: Sources of information about baby nutrition, December 2007
- Figure 32: Sources of information about baby nutrition, by marital status, December 2007
- Figure 33: Sources of information about baby nutrition, by employment status, December 2007
- Vitamin and supplement usage during pregnancy and breastfeeding
- Figure 34: Vitamin and supplement usage while pregnant or nursing, December 2007
- Toddler nutrition
- Types of foods toddlers are fed
- Figure 35: How toddlers are/will be fed toddler foods and/or adult foods, December 2007
- Figure 36: How toddlers are/will be fed toddler foods and/or adult foods, by marital status, December 2007
- Why moms buy toddler foods
- Figure 37: Reasons toddler foods are used, December 2007
- Attributes that moms value in nutrition for their children
- Figure 38: Attributes moms believe are important for toddler nutrition, December 2007
- Market Forecast
- Baby food and drink
- Figure 39: Forecast of total U.S. FDM sales of baby food and drink, at current and constant prices, 2007-12
- Baby formula
- Figure 40: Forecast of U.S. FDM sales of baby formula, at current and constant prices, 2007-12
- Baby food and snacks
- Figure 41: Forecast of U.S. FDM sales of baby food and snacks, at current and constant prices, 2007-12
- Forecast factors
- Appendix: Trade Associations
