# Parental Pandering Baby food brands seek to assure parents of the quality of their products. By [Hayley McGlone](https://www.trendhunter.com/hayley_mcglone), Manager, Client Research & Strategy | Published Nov 23, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/parental-pandering ## Key Figures - Trend score: 4.6/10 - Evidence articles: 6 ## What is the Parental Pandering trend? **Parental Pandering:** Straightforward packaging on baby food both showcases brands' transparency about their products while simultaneously conveying to parents that they understand their concerns about their baby’s nutrition. Transparent labeling enables the consumer to be sure of their product selection without worrying about harmful additives. ## At a Glance - Evidence: 6 featured examples - Articles from: Mar 14, 2015 to Oct 11, 2016 - Published: Nov 23, 2016 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Parental Pandering trend ### Transparent baby food packaging Straightforward packaging on baby food showcases brand transparency while conveying to parents that they understand their concerns about their baby's nutrition. ### Artisanal and organic baby food Innovative baby food brands are increasingly offering artisanal and organic options, using only the healthiest ingredients and subtle flavors enjoyed by babies, speaking to the natural baby food movement. ### Playful baby food packaging Baby food packaging is appealing to health-conscious yet design-conscious parents by utilizing glass jars and minimal labeling often with a playful, eye-catching aesthetic. ## What the Parental Pandering trend means for industry ### For Food and Beverage Companies in the food and beverage industry can benefit from incorporating transparency, organic, artisanal and playful packaging into baby food offerings. ### For Retail Retailers should explore the natural baby food movement and search for artisanal packaging options as these hold considerable market potential. ### For Manufacturing Manufacturers who create sleek, user-friendly, design-conscious packaging options will have an innovation edge over competitors in the baby food industry. ## Workshop question How can your brand use transparency to increase consumer trust? ## Trend signals for Parental Pandering Trend score 4.6 out of 10, from popularity 60%, activity 69%, freshness 8%. - Popularity: 60% - Activity: 69% - Freshness: 8% ## Examples of the Parental Pandering trend 6 featured examples from Mar 14, 2015 to Oct 11, 2016. - [Artisanal Baby Food Brands](https://www.trendhunter.com/trends/baby-food-brand): Gastro Baby Brings Healthy Baby Food Alternatives to Malaysian Families (Category: Lifestyle) Implication: Opportunities exist within the baby food industry for companies to respond to the demand for healthier, more natural options, like Gastro Baby - [Grinning Pablum Packaging](https://www.trendhunter.com/trends/yumyum): Yumyum Baby Food is Simple, Sweet and Designed to Make Parents Smile (Category: Lifestyle) Implication: The baby food industry can innovate further with packaging design that appeals to parents' desire for health and wholesomeness. - [Prominent Baby Food Packaging](https://www.trendhunter.com/trends/baby-food-jar): Cow & Gate's Baby Food Jars Aim to Capture Parents' Attention (Category: Lifestyle) Implication: The baby food industry can leverage innovative packaging designs to capture the attention and preference of parents seeking high-quality and differentiated products for their babi… - [Natural Baby Foods](https://www.trendhunter.com/trends/natural-baby-food): Fressy Bessie Delivers Healthy Options for Children of All Ages (Category: Lifestyle) Implication: Manufacturers who specialize in producing organic, preservative-free baby food will find opportunities in the market - [Playful Organic Infant Foods](https://www.trendhunter.com/trends/jar-baby-food): The Babylicious Homemade Organic Jar Baby Food is Nutritious and Cute (Category: Lifestyle) Implication: The baby food manufacturing industry can leverage the trend of organic and healthier varieties to develop innovative products and packaging that cater to modern parenting preferen… - [Purist Infant Food Pouches](https://www.trendhunter.com/trends/organic-baby-food-pouches): These Bubs Organic Baby Food Pouches Spotlight Simple Ingredients (Category: Lifestyle) Implication: Companies in the infant food industry have an opportunity to innovate by focusing on simple ingredients and unique blends, along with appealing packaging designs. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)