As the U.S. economy has mostly recovered from the 2009 economic recession, Americans are more willing to have babies again. This trend may be reflected in increasing U.S. dollar sales of baby food which amounted to about 21 billion U.S. dollars in 2015. The baby food category consists of baby formula and baby snack products, among other products. In the United States, the top selling baby food and snack brand is Gerber Second Foods, with nearly 200 million unit sales in 2017. Key market players in the baby formula (ready-to-drink) segment were Similac and Enfamil in the United States in 2016.
On the consumer side, a recent survey revealed that approximately 59 million Americans used baby food, cereals or juices in 2018. When it comes to brand usage in that year, the most popular baby food brand among U.S. households was Gerber Cereal, followed by Gerber 1ST Foods. Although sales of milk formula are expected to grow substantially in popularity in developing countries, only about eight percent of U.S. parents of infants and toddlers used infant formula milk in 2018.