header

For Every Step of Life's Journey – Part 1

Glanbia is dedicated to delivering better nutrition for every step of life's journey. It is our purpose.  

Each step of life's nutritional journey has specific dietary needs that help bodies and minds thrive in their current phase and prepare for the next stage more successfully.  

In Part 1 of our two-part "For Every Step of Life's Journey" concept book, we start with a dive into the Maternal Health market and work our way up to Early Life Nutrition and Kids & Teens nutrition.  

download-icons

Download all our Volume 3 - Part 1 Product Concepts here!

Maternal Health

maternal

Maternal Health spans from preconception through postnatal care. Products focusing on Maternal Health provide tailored nutrition to women before (preconception), during (prenatal), and after (postnatal) pregnancy.  

While supplements have long been the focus in this category, we see the opportunity for new formats to come into the market to provide these solutions and benefits in a new way.  

Preconception

preconception

Professionals and consumers alike are quickly recognizing that mothers' nutritional decisions before they are pregnant directly impact their baby's development. Providing solutions that help women get their bodies and minds fit for pregnancy can allow brands to connect with consumers, gain trust early on in their maternal health journey, and provide long-lasting benefits to their overall health and wellness. This segment, while emerging, has the potential to be a key area of growth in the maternal health market.

Key Areas of Focus

 Learn more about the Preconception Market here.

Prenatal

prenatal

The prenatal market is set for steady growth and will continue to evolve as we learn more about the importance of prenatal health for both the mother and the baby. Ingredients that promote immune support, brain health, and healthy development will continue to be front of mind for expectant mothers. While prenatal ingredients have gotten a lot of attention, there are still opportunities for brands to focus on new, convenient, and creative formats and more soothing flavors for expectant mothers. Brands that focus on the changing preferences of the mother while also providing crucial nutrients for the baby have the chance to deliver unique and life-changing products to this market.

Key Areas of Focus 

 Learn more about the Prenatal Market here.

Postnatal & Breastfeeding

postnatal

New mothers have a lot on their plate, and we want to help fill that plate with nutritious, well-thought-out, and convenient options that are great for both mom and baby. As this market continues to grow and we learn more about the importance of postnatal care, brands have the opportunity to connect with new mothers who only want the best for their growing baby. Brands that can relate to new mothers, bring them convenient and healthy solutions, and give them peace-of-mind that what they're putting in their body is beneficial to their little one will see great success with this underserved consumer group.

Key Areas of Focus 

Learn more about the Postnatal Market here.

Early Life Nutrition 

early life

Early life nutrition focuses on providing nutritional solutions to children who have graduated from infant formula and are ready for more solid food options. It's a highly critical development phase for children and has long-lasting effects on the body and the brain. 

The baby food category in the US is currently a $2.4 billion market, with prepared foods or purees and dried foods currently dominating the category1. However, other baby food formats, such as biscuits and juices, are forecasted to grow at an 8% CAGR 2019-2025. Early life nutrition is segmented into a few distinct developmental phases: 

  • First Foods: 4-8 months 
  • Little Pick-Me-Ups: 9-12 months 
  • Healthy Habits: 12-24 months2 

Each phase has specific ingredients, formats, and textures to consider. Let's take a look!

First Foods

first foods

This stage of Early Life Nutrition focuses on the nutritional needs of infants 4-8 months of age. Identifying allergies, focusing on single-ingredient solutions, and providing mild textures and flavors are the key considerations for this phase.

Key Areas of Focus 

Learn more about the First Foods market here.

Little Pick-Me-Ups

little pick me ups

This stage of Early Life Nutrition focuses on the nutritional needs of infants 9-12 months of age. At this stage, parents can introduce more complex foods to their child's diets, like dairy and multi-source food options. Infants are relying more on food for their nutrients in this stage, rather than on breastmilk. 

Key Areas of Focus 

Learn more about the Little Pick-Me-Ups market here.

Healthy Habits

healthy habits

This stage of early life nutrition focuses on the nutritional needs of infants 12-24 months of age. These kiddos are now on the move and ready to try lots of new things!

Key Areas of Focus 

Learn more about the Healthy Habits market here.

Kids & Teens 

kids and teens

Ensuring children in their pre-teen and teenage years are getting enough healthy nutrients into their bodies is no easy feat. This is something that most parents understand and struggle with nearly every day. 75% of parents are more concerned with their children’s diet’s healthfulness than their own, and 65% of parents say it is hard to find healthy foods their kids will eat2. The struggle is real, and finding solutions that both parent and kid can agree on leaves many parents throwing their hands up and giving in. Brands have an opportunity and a responsibility to find ways to provide this market with healthful, tasty, and specialized products that appeal to the child and the parent. These years are critical for both body and brain development, and the foods kids choose to eat are critical in giving them a good foundation.

Growing Bodies

growing bodies

We often think of toddlers as fussy eaters, but it turns out pre-teens and teens can give them a run for their money. They’ll eat anything in their path in some ways, but getting them to make healthy choices regarding their diet is an entirely different story. Pre-teen and teen-aged kids are active and burning many calories in a day, so focusing on ingredients that provide energy and satiety throughout the day is a good start. Food and beverage options that offer positive health benefits like protein, calcium, and immunity support in formats that kids and teens are excited about can help parents make sure their hungry teen is well taken care of.

Key Areas of Focus 

Learn more about the Growing Bodies market here

Growing Minds

growing minds

We often think of foods and beverages providing support for growing bodies, but we forget that food provides crucial nutrients for brain development and memory as well! Foods rich in omega-3 fatty acids, antioxidants, and choline and foods with lots of vitamins and minerals like zinc, magnesium, copper, B vitamins, and iron are all linked to improving specific mental tasks like memory and concentration1. Being mindful (pun intended) about what our kids are eating and how it affects their cognitive function is an excellent step towards achieving both health and wellness. This type of nutrition is essential for kids and teens since their brains are in a critical developmental phase when sleep, hydration, and especially good food choices significantly impact their brain’s ability to learn new tasks3. Knowing how much of an impact food has on brain health, nutrition companies have an excellent opportunity to offer kids and teens brainy solutions to help give them the cognitive boosts they’ll need.

Key Areas of Focus 

Learn more about the Growing Minds market here.


References

1. Euromonitor – August 2020 – Data ending 2019. Source 
2. Internal market analysis References: Source 2. 11 Best Foods to Boost Your Brain and Memory. Kerri-Ann Jennings, MS, RD. Sourced from Healthline.com. April 2021. Source 
3. Teens, Your Brain Needs Real Food. US News. Sourced from health.Usnews.com. April 2021.

Take our poll

Is your brand doing any limited time offerings (LTO) the rest of the year?

Choices

Enter your email on the next step to receive the articles as soon as they go live.

Hello! It looks like you’re using Internet Explorer. Microsoft is phasing out this browser, so we are no longer supporting it and some parts of the page may not look right. To enjoy the full experience, we recommend you use one of these browsers: Edge, Chrome, Firefox or Brave.