The baby food category has been on a downward slope for nine years as more moms are getting in the kitchen and making their baby’s food themselves. In fact, 70 percent of moms are cooking their own food, according to internal research at Beech-Nut.
“What we’re seeing is really a revolution in baby food driven by millennial moms. Since 2005 actually, the baby food category has decreased by a third. Thirty-three percent of category pretty much has gone away,” said Jeff Boutelle, president and CEO of Beech-Nut Nutrition.
The baby food category has dropped $450 million from 2007 and now stands at $1.4 billion in 2013, according to Beech-Nut research. Purees make up $900 million of the total, according to the research.
Beech-Nut did an internal study during the past 18 months of up to 3,000 millennial moms and found the mothers aren’t finding what they want at the supermarket—wholesome, nutritious baby food without extra preservatives or additives or excess water.
Ninety percent of consumers believe that food packaged in glass is healthier for them than alternatives because it doesn’t leach anything into foods and that 85 percent think food and beverages just taste better in glass, according to Beech-Nut research.
Beech-Nut Nutrition invested in a new approach to making baby food called cold extraction, which can be compared to a giant juicer found in home appliances. The fresh fruit goes in, gets a cold puree, gets cooked once and then put into a glass jar. Boutelle said the process makes the food as close to homemade as possible.
“We are going back to our roots pretty much what we did 80 years ago but even better,” said Boutelle.
Beech-Nut’s biggest rival is Gerber.
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- Consumer Discretionary