After stockpiling baby food during the pandemic in 2020, Americans are noticeably reducing their consumption in 2021. However, previous stockpiling is not the only reason for this behaviour, as families are facing difficult economic times and are increasingly cautious with their spending.
There are several niche players gaining relevance within the offer of organic baby food. Examples include Happy Family Organics, Little Journey offered by the retailer Aldi, Beech-Nut, and Plum Organics amongst others.
On 4 February 2021, a congressional report was published highlighting the presence of heavy metals in several baby food brands. The report released by the Subcommittee on Economic and Consumer Policy in the House of Representatives, alleges "dangerously high levels of lead, mercury, cadmium and arsenic in select baby food products, including products from the likes of Gerber, Beech-Nut Nutrition, Campbell Soup (Plum Organics), Nurture, Inc (Happy Farm Organics), Hain Celestial (Earth's Best), Sprout Foods Inc, and Walmart”.
The consumption base of baby food and milk formula depends on the evolution of birth rates in the country. A decreasing number of children in the US is therefore a significant threat to the category’s outlook with no easy answer.
Environmental concerns are already shaping consumers’ behaviour. There is a noticeable increase in awareness and an active search for products that are environmentally friendly.
Baby food products are offering increasingly sophisticated claims that focus on health. Over the review period, for example, Nestlé’s brand NAN launched a new nutrition segment with products that claim to boost immunity and solve common short-term health issues.
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Understand the latest market trends and future growth opportunities for the Baby Food industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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