Baby Food and Drink - US - May 2014

Topics: Brand, Baby food, Breastfeeding Pages: 12 (2303 words) Published: May 29, 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...
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