Category
Lifestyle
Assisted Choices
Trend cluster
Category
Trendy
Infancy
The ingredients in "buzzy" foods for adults are translated to infant food options.
4.9
Trend score
Trend
What is the Trendy Infancy trend?
Trendy Infancy: Food brands that specialize in meals for infants are taking cues from the food industry that targets adult consumers, and adapting the buzzworthy ingredients that appeal so much to adults into their own items. This shift caters to Millennial parents, who are just as committed to well-rounded diets for their children as they are for themselves.
Insight
The consumer insight behind the Trendy Infancy trend
The rise of the wellness industry continues, with more consumers opting to take part in health food trends. This is propelled by social media, which showcases “buzzworthy” ingredients that are purported to have hyper-specific benefits, highlighting their alleged practicality, almost to a medical extent.
Trend themes
Themes within the Trendy Infancy trend
Three behaviours holding the trend together01
Rise of Wellness Industry
The rise of the wellness industry continues, with more consumers opting to take part in health food trends propelled by social media.
02
Free-From Products
Many parents are looking for free-from products to support their kids, which has resulted in food brands that specialize in infant meals offering plant-based, organic, and dairy-free alternatives.
03
Chef-Inspired Baby Foods
Baby food brands are collaborating with James Beard award-winning chefs to create premium organic and plant-based baby food options that cater to 'little foodies.'
Industry implications
What the Trendy Infancy trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry is witnessing a surge in demand for organic, plant-based, and 'free-from' products that cater to specific health needs.
For
baby Products
The baby products industry is adopting a more premium approach to baby food, offering alternatives that cater to Millennial parents' demands for wholesome and nutritious food options for their children.
For
Technology
Small food technology companies are emerging with proprietary technology that locks in the taste, texture, and nutrients of fresh baby food meals in a convenient pouch that cater to parents' demands for fresh, healthy, and convenient options for their babies and toddlers.
Workshop question
How could your brand adopt emerging trends within adjacent industries (or companies)?
Trend signals
Trend signals for Trendy Infancy
Trend score 4.9 out of 10, from popularity 73%, activity 65%, freshness 9%.
Popularity73%
Activity65%
Freshness9%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Trendy Infancy trend
4 featured examples from Feb 4, 2019 to Dec 8, 2020CategoryLife-Stages
Dairy-Free Baby Food Pouches
Ella's Kitchen Makes Breakfasts, Yogurt & Pudding Dairy-Free for Kids
Disruptive innovation opportunities lie in developing dairy-free baby food products that cater to specific age groups and communicate their nutritional value through packaging.
CategoryLifestyle
Bone Broth Baby Meals
Sprout Foods' Bone Broth Protein Purees are Easily Digestible
The baby food industry can tap into the trend of bone broth-based baby products to offer consumers a wider range of nutritious options.
CategoryLife-Stages
Ready-to-Eat Organic Toddler Snacks
Amara Debuts Organic Toddler Snacks with No Added Sugar
Companies within the organic snack industry can develop and market organic snacks specifically for toddlers, which are packed with nourishing fruit and vegetable essentials and sh…
CategoryLifestyle
Chef-Inspired Baby Foods
Yumi's Chef Series Features Meals by James Beard Award-Winning Chefs
This trend represents an opportunity for the baby food industry to innovate and create new, premium offerings that appeal to discerning and health-conscious parents seeking altern…
