Growing Latino Market for Baby Food

Latino presence is ever growing in the modern day industry world, the Latino consumer may now have the option to buy  an expanded line of baby food flavors designed to target Latino families. This is not only a sign that the market is growing, reports Fox News Latino, but a chance to infuse Latino culture at present amongst non familiar consumers.  

“We are offering ingredients with much a more complex flavor profile,” said  Johnson-Askew. “We are trying to bring that into [mainstream] markets so there  can be a melting pot of food for babies.”

Globally, baby food is a $40 billion industry and its expected to double by 2016.  In the U.S. alone baby food sales have barreled past $4 billion and the ethnic baby food market is just starting to get on its feet.

Now companies are starting to fight for their share. In April, Goya teemed up with Beechnut to make baby food in bold Latin flavors and are hoping to expand. And eight years ago, Gerber started a line called Recetas Latinas, which included flavors like jamon y salsa de papaya. This year, the company is expected to add more flavors.  

But critics aren’t convinced that Latino moms need special flavors, lines, or packaging. Experts say that Hispanic moms have a very specific set of nuanced cultural values they keep in mind when they shop and at the top of the list is authenticity.

“I think one of the most interesting things is, the Hispanic mom, she used to want to make everything from scratch,” said Linda Gonzalez, CEO of multicultural marketing firm Viva and board member of the Association of Hispanic Advertising Agencies. “Authenticity is the No. 1 value among moms. She really is afraid she’s going to lose values, tradition and language.”

So while Latinos are sure to be excited to see familiar flavors on the shelves, it remains to be seen what they take home in their shopping bags.