According to Innova Market Insights, adult interests begin segmenting the baby foods market segment following early stage infant nutrition’s firm focus on the developmental needs of babies, indicating that parents want to introduce children to a mature palate at an earlier age than before.
 
As children grow, adult themes become increasingly important in post-weaning categories, Innova reports. Prepared foods categories have been leading growth in infant nutrition new product development (NPD) with segmentation continuing. While launches are rapidly growing across all sub-categories, baby snacks are leading the charge, with NPD rising at a compound annual growth rate (CAGR) of 33% over 2015-2019, while fruit, desserts, and yogurts introductions grew at 21% CAGR. These figures compare to an average annual growth in baby formula/ milks of 13%.
 
Innova reports that activity in baby snacks, desserts, and meals is firmly centered on natural and unadulterated formulations.
 
“Additive free claims appeared on around two-thirds of new products in these areas of infant nutrition in 2019, while around one half also carried organic claims,” Lu Ann Williams, director of Innovation at Innova Market Insights, said.
 
In line with adult interests, there is also a growing attention being paid to ‘super’ ingredients from the plant world, protein and fiber claims, and ‘free from’ positionings. The claim of ‘no added sugar’ is also growing, and although they remain relatively niche, ethical claims are gaining ground rapidly.
 
Meanwhile, in baby snacks generally aimed at older infants and toddlers, there is even 12% penetration for vegan claims, compared to 4% in infant nutrition as a whole.
 
In contrast, early-stage nutrition is much more focused on scientific nutrition as opposed to natural products, with ongoing development in the push toward ever-closer mimicry of breast milk. At the sae time, personalization is important so parents can choose milk formulas suited to their babies’ specific needs.