3 essentials for success in baby food

As the baby food industry evolves, explore the three must-haves that are helping brands stand out

The growing world of baby and toddler food

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The special considerations around baby food are well established, as we saw in our previous blogs. It is evident that despite all the intricacies and debates around packaged baby food, the category is all set to grow in both market share and innovation.

9.6% is the projected CAGR of the baby food market by 2034

Source: FMI

Ready-to-eat baby foods account for the largest share of revenue globally

Source: Precedence

China leads global consumption in the baby food market

Source: Statista

All-natural, fortified, plant-based, and varied flavors are among the top asks globally

Source: Mintel

As parents set increasingly higher expectations for quality and transparency, meeting these standards has become the baseline for success. But what are the other key factors helping brands thrive in this competitive space?

Giving babies a sustainable start

Sustainability is now a key factor in all food and beverage categories, and baby food is no exception. However, the focus in baby food has traditionally been on sustainable packaging rather than the product itself. But today’s parents understand the link between sustainably sourced ingredients and healthier products, putting the spotlight on the entire supply chain.

Parents also want their buying choices to reflect their values, driving demand for responsible sourcing, more plant-based offerings, greener production, and innovative packaging solutions.

“Today’s consumers are eager to make sustainable choices, but these options must still deliver on quality and affordability to reach their full potential. As an industry, we need to ensure that the most sustainable choices are also the most accessible.”

Amanda Vargochik, FirstWave

Engaging with parents

Trust is vital in baby food, but building it requires continuous engagement and clear communication. Brands need to engage across channels as modern parents rely heavily on digital platforms like social media and mobile apps. These platforms, alongside traditional routes and on-pack communication, should be used to encourage reviews, highlight user-generated content, and ultimately build trust through transparency.

For example, 60% of parents in Germany think that brands should explain how sustainability claims translate into better product quality, showcasing the importance of effective messaging.

Making quality affordable

Affordable price points are essential to making baby food accessible to everyone. With nutrition and quality being non-negotiable, manufacturers are addressing this challenge by offering a range of price points, varied-sized packaging, and a value-focused portfolio.

This caters to both price-sensitive consumers and those looking for more premium offerings.

“While quality is crucial, the cost is also important for parents. And manufacturers need to really balance price points to meet the needs of diverse consumer groups.”

Rana Baydoun-Reckart, SIG Group

Packing it right

A common thread running through the factors we discussed is the packaging that keeps baby food safe. At SIG, we understand the importance of packaging in ensuring food safety while meeting sustainability and affordability goals. Our diverse range of packaging solutions is designed to meet the unique needs of baby and toddler food, providing convenience and safety for both parents and children. Talk to us to explore how we can help your brand not only address market needs but also stand out on the shelves.

For an in-depth view on different aspects of baby food, download our exclusive report. What’s more – hear our in-house expert share her insights in our next and final blog of the series. Subscribe to our monthly newsletter to get the insights in your inbox.

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