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This Perspective uncovers how shifting birth rates and changing consumer priorities are reshaping baby feeding growth pockets.
Understanding these drivers is critical for brands navigating a structurally contracting category.
Why it matters
Declining U.S. birth rates continue to pressure baby feeding performance, but targeted innovation aligned to emerging attribute trends presents a clear path to incremental growth. Manufacturers that understand where consumers are trading up can outpace the category.
Category pressures intensify:
Lower birth rates have resulted in sustained volume declines across major baby feeding segments, from baby food to toddler food.
Claims redefine growth pockets:
Products with claims like no added sugar, probiotics, made in the USA, and hormone‑free are outperforming despite overall softness.
The commercial upside:
These attributes signal rising demand for health‑forward, transparent, premium formulations—giving brands room to differentiate and capture share.
CPG leaders who understand these shifts early gain a competitive edge.
Discuss what this means for your business
Insights From NIQ Thought Leaders
Our market and consumer experts unpack the data behind the Perspective—highlighting what’s changing, why it matters, and where companies should focus next.
“The baby feeding category faces a structural challenge as birth rates continue to decline, contributing to overall category softness. However, growth opportunities exist within specific product attributes that align with evolving consumer priorities.”
–Darren Seifer
Vice President, Thought Leadership, Home, Family & Baby, NielsenIQ
Why meet with NIQ?
In a short session with our team, we’ll take a closer look at your category and business priorities and help you identify the most relevant insights, tools, or next steps for your needs. Whether you’re exploring the findings from this Perspective or evaluating broader growth opportunities, our experts will point you toward the right path forward.
