The global baby food market is a very competitive industry and retail sales in this segment are projected to grow from 36.7 billion U.S. dollars in 2010 to about 55 billion U.S. dollars by 2015. A global consumer survey that was conducted in 2015 found out that that 29 percent of respondents consider "Organic/all-natural" as an important driver for their baby food purchasing decision. Some 36 percent considered safe ingredients and processing as an important purchase attribute. The survey also revealed that 40 percent of consumers would switch baby food brands due to feedback from family and friends.
As the U.S. economy has slightly recovered after the economic downturn in 2009, 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 7.04 billion U.S. dollars in 2015. The baby food category consists of (among others) baby formula and baby snack products. Key market players in the baby formula (ready-to-drink) segment were Abbott Nutrition and Mead Johnson Nutrition in the United States in 2016. Abbott Nutrition was the undisputed market leader, with sales amounting to 147.4 million U.S. dollars in 2016.
On the consumer side, a recent survey revealed that about 21.92 million Americans used baby / children food, cereals or juices in 2016. When it comes to brand usage, most households indicated to have bought Gerber cereal among different stages.
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