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Baby Food and Drink in the United States 2010
Mintel, May 2010, Pages: 106
One of the primary responsibilities of parents is providing the proper nutrition during the first crucial years of their children's development. The overwhelming majority of parents look to baby food manufacturers to provide the right types of foods for their developing babies. This creates the opportunity to develop stronger bonds than are typically present between consumers and the brands they use.
Baby food and drink is a multi-billion dollar category and while it is somewhat recession-resistant because it is a necessity for most, the economy is forcing families to stretch their food dollars and search for maximum value. This report is focused on providing insights on the following topics:
- How the recession stifled US birth rates in 2008, directly impacting the baby food and drink category in 2008-09
- The strategies that baby food manufacturers use to tap into parents’ passions regarding the welfare of their children and how this influences competition and brand loyalty
- How race, income and gender impact the baby food and drink market
- What innovations the leading companies are implementing to fend off competition...including parents who prefer to make their own baby food
- How companies position themselves as partners with parents and connect with them through advertising, web marketing and social media
- The impact of consumers’ attitudes toward private label and name brands, key product attributes, brand loyalty, concern over growth hormones, organic/natural products and other factors that concern purchase
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