The market for infant formula and baby food is expected to grow in North America in the coming years, with a forecast market value of almost 30 billion U.S. dollars by 2025. Unsurprisingly, baby food is the most purchased baby product category in U.S. supermarkets. Other prominent categories included baby feeding supplies and baby bath products. Baby formula makes up a large segment of the baby food market. In the United States, powdered baby milk formula is generally more popular than liquid baby milk formula, with the two leading baby formula brands among U.S. consumers being Enfamil and Similac. An estimated 3.22 million and 3.18 million Americans used these brands in 2020, respectively.
As of April 2020, approximately a fifth of U.S. consumers reported that they expected to increase their spending on baby food due to the coronavirus outbreak. The pandemic has also increased e-commerce sales of baby products, as many parents chose to avoid brick-and-mortar stores. For instance, baby formula/electrolytes experienced a 53.2 percent increase in sales from January 20 to March 8, 2020, when compared to the same period one year ago. Online sales of baby needs products and diapers also witnessed comparable sales growth due to COVID-19.