Euromonitor, in a health and nutrition survey of 9,011 respondents in 2020 and 7,958 participants in 2022, claimed that parents care most about baby food. found the top label to be “all natural” and “preservative free.” “No restricted or added sugar”
Includes claims that grew the most in terms of desirability between 2020 and 2022 “Contains additional vitamins”When “Contains additional fiber” According to Euromonitor. na
“Given the challenging and competitive environment, meeting parental demands for clean labeling, functionality and convenience is critical to our success.” Maria Mascaraque, Global Industry Manager at Euromonitor, said: blog post.
And despite many products containing health certifications matching enhanced nutrition claims such as “added fiber” or “added vitamins and minerals,” most companies do not make specific label claims. Mascaraque wrote that he missed the opportunity to call
“There is a huge gap between the wishes of parents and the presence of these claims on products, especially with respect to the use of ‘natural’, given the limited or nonexistent regulation of this claim. ”I wrote a maskarak.
Related to natural movement, Mascaraque also emphasized that ‘organic’ presents a huge opportunity for the baby food category.
“When we analyze the claims landscape of online retailers, na[organic] It remains the most available trait in baby foods in most regions and is particularly widespread in Western Europe and North America. ”she wrote
Global Baby Food Market: $98.9 Billion by 2024
The global baby food market was valued at approximately $71.4 billion in retail sales in 2018 and is expected to grow to $98.9 billion by 2024, with approximately one-third of total sales attributed to North America. It is predicted that Statista.
Plant-Based: Growth Opportunities in Baby Food Marketna
Plant-based innovations and formulations are gaining momentum within the baby food segment, offering significant opportunities for brands and manufacturers to capitalize on this trend, Mascaraque noted.
“Given that nearly 40% of consumers choose these alternatives to ‘feel healthier’, the habits are likely to be passed on to their offspring.”she wrote
But as Mascaraque highlights, plant-based infant formula remains a very niche segment, with many challenges to overcome before it becomes a must-have for parents.
“A major problem is the need to mimic breast milk, which remains a challenge to use plant-based ingredients. There are still concerns that it is not perfect. na
“Thus targeting the appropriate consumer base for these products, those who tend to be vegan parents, whose babies have allergies or intolerances, and who have seen better digestion with such alternatives. is essential.Mascaraque added that the most pressing opportunity for plant-based milk substitutes is for children ages 1 and up, as they have fewer nutritional requirements to meet.
The rise of e-commerce: ‘the opportunities abound’na
Grocery retailers remain the most important players for the global distribution of baby food, with a 44% share of all retail sales, but e-commerce has been on the rise since 2020 saw record levels of adoption. continues to gain momentum. According to Euromonitor, the online channel will account for 20% of global baby food retail sales in 2022, doubling its share from 2017.
“As the habit of buying online continues, there are many opportunities.”Mascarak said.
Importance of baby food brands and manufacturersna
Baby food manufacturers need to focus on emphasizing clean label-related low-sugar content claims and attributes where applicable, and make better use of the term “all-natural,” which resonates strongly with parents. be.
“We need to focus on innovation in plant-based products, especially formulas, ready-to-eat and baby food for children 12 months and older.”she said.
“Finally, it is important to target the new generation of tech-savvy parents with an online model. is.”na
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