Baby and Children's Food

The baby and children's food category has been enjoying strong growth for the last few years, however, living with the biggest health crisis of all time has put it further into the spotlight. Healthier options continue to trend with ancient grains and natural ways of achieving lower sugar and fat snacks as hero.

We have selected three of the major observations from our latest report below, though you can see it in full by signing up here.

Family Alfresco – more time at home means that family barbecues and picnics have become important social and eating occasions. We are seeing the influencer space move towards children as Buddy Oliver joins his dad to create chicken lollipops for the barbecue. From meal kits aimed at children such as garden party ice-cream kits to picnic ranges that have little people in mind, children are becoming even more important guests (a lot more often) at these social events.

Lunch Box – the lunch box occasion is forecast to get bigger as more time is spent at home and as children return to school some parents feel more comfortable sending them with lunch boxes in terms of food safety in light of COVID-19. Combined with the fact that millennials are the biggest influential parent group, lunch boxes are moving way beyond cheese sarnies to incorporate global flavours with mini vegetable Dosas, tortillas and wraps getting a lot of attention.

Healthy Snacking – In light of COVID-19 looking after health has never been so important particularly for little ones, and with so many snacking occasions (and requests) it's the healthier tasty snacks that are in the limelight. From pea based snacks to whole grains and naturally occurring probiotic yoghurts the healthier and more fun, the better.

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