The market for kids’ goods, as exemplified by the stir caused by Dior’s new baby care line, is booming, especially when it comes to food products. According to a report conducted by global market research and consulting firm Knowledge Sourcing Intelligence, the kids’ food and beverage market was valued at US$104.5 billion in 2020 and is expected to reach US$147.3 billion in 2027, growing at a compound annual growth rate of 5.03 per cent. One specific area of the kids’ cuisine fie
ne field that is witnessing significant growth is organic and more healthful products. As confirmed by data from Straits Research, a leading research organisation, the global organic baby food market alone was valued at about US$4 billion in 2021 and is expected to reach US$11.36 by 2030, growing at a compound annual growth rate of 12.23 per cent during the forecast period. The booming organic children’s food market One of the companies thriving in this sector is Little Spoon, a subscription-based, prepared-meal delivery service that offers a variety of fresh, USDA-certified organic, non-GMO meals, snacks, purees, and smoothies in recyclable packaging for picky and adventurous eaters ranging from babies to toddlers to kids. According to Angela Vranich, co-founder and chief product officer of Little Spoon, the driving force behind the growth of this sector of the food market comes down to three factors: Convenience “Modern, millennial parents are more time-strapped than any previous generation. They are looking for healthy, quick, on-the-go solutions that offer a win-win — products their kids can enjoy while also receiving the right amount of nutritional value.” Packaging “The packaging and look of kids’ food is ripe for innovation and has become more of a focus in previous years. The design of the packaging is an especially important distinction for children in the big kid and grade school age range who are gaining autonomy and comparing lunches at school with their friends,” Vranich elaborated. “For example, Little Spoon makes a conscious effort to have bold, playful fonts, and joyful category and product names so that kids can have a positive and memorable experience with their food and ultimately help encourage healthy choices.” Health “Parents are increasingly looking for products with healthy, high-quality ingredients which reflect a broader trend toward healthier eating habits. In our research, we found that 70 per cent of today’s parents read labels more closely than 5 years ago. The modern parent is more educated when it comes to food and is increasingly prioritising clean, balanced, and nutritious products.” The rise of millennial parents The modern parent is more educated than they’ve ever been regarding food labels, but they are also more anxious about their children’s diets than ever before. The pandemic and lasting side effects of long-Covid have led to a worldwide spike in interest in health and wellness products to help lessen anxiety, boost the immune system, and so on. This has driven many parents to want to provide more nutritious, organic options for the whole family. According to data published by the Organic Trade Association, the United States sold roughly US$57.5 billion worth of organic food in 2021, whereas in 2018 the value was approximately US$47.9 billion. Additionally, parents are opting for fresher food options, with no sugar or low sugar and organic ingredients, due to the rise in obesity and related disorders in young children. According to a joint study conducted by United Nations Children’s Fund-World Health Organization-World Bank, 5.7 per cent of children under the age of five were overweight in 2020. This has placed more intense pressure on food retailers to fall in line with legislation that demands more accurate food marketing practices and follows health guidelines. Areas of growth in kids’ food In addition to the ever-growing field of organic baby and toddler food products, there are other areas of growth for the food industry at large to explore, including: Functional baby food There is expanding consumer interest in dietary items that are designed to provide infants with specific nutrients or benefits for particular health goals. For example, items with probiotics for digestive health or docosahexaenoic acid (DHA, an omega-3 fatty acid) for brain development. Sustainability As adults have become more mindful of the environmental impact of their purchases, this has translated to increased demand for baby and kids products, across a range of retail categories, that are created with sustainable ingredients and packaging.