While organic accounts for only about 4 percent of total U.S. food sales, organic baby food represents a more impressive 21 percent of that category, reports the online magazine Daily News. With more than half the market, Gerber is one of the biggest baby food providers.
For a couple of years the so-called flexible pouch packaging has been gaining territory. Now organic pouches are driving growth in premium products and Gerber's product line runs from infants to preschool and they are focusing on growth and innovation in all the segments.
"Pouches obviously, it's an exciting story because you're seeing a lot of it in the aisles right now," Aileen Stock, marketing spokesperson from Gerber said. Maureen Putman, chief marketing officer for the Hain Celestial Group, the maker of the organic brand Earth's Best, says pouches have helped fuel 11 percent growth at Earth's Best even as the U.S. birth rate declines. Putman says the popularity of organics is a sign that parents are concerned about what they're feeding their babies. But there could be other reasons, too. The creative new mixes available - such as Plum's sweet potato, mango and millet, and Sprout's pasta with lentil bolognese - might appeal to both parents and their children.