Baby steps

Because of the risk of nutrient shortfalls – particularly in young, fast growing children whose nutrient needs are high relative to their body size – it is vital that parents plan their child’s ongoing plant-based diet very carefully. 

An analysis of 16 studies highlighted in the HSIS Nutritional Challenges of a Plant-Based Diet report found shortfalls in vitamin B12 and D, and iron deficiency in children following plant-based diets, even though the vitamin C content of such diets contributes to iron absorption from plants.

Price points

New food trends often come with high price points, and specialist diets and eating plans are no exception. For example, the food diary that Corinne Thomas, kept for her son (see 'milk allergy advice' in the box below) showed that cow’s milk was an allergy trigger for him, and she ended up switching him to a goat’s milk formula which cost £30 a tin.

Lucy says higher costs can be balanced in other areas of the shopping budget, however. "From experience," she says, "I would say that parents choosing to adopt a plant-based, vegetarian or vegan diet are accepting of the monetary costs associated with this, particularly for options like milk alternatives, which may be up to £2.20 for 1000ml, compared to cow’s milk which may be 80 to 90p for the same volume. These families also tend to spend less on meat, fish, etc, which can sometimes offset some of the increased costs of alternative products."

Predictions

The Mintel report Free-from Foods – UK, February 2021 shows that parents of under-18s are more likely than non-parents to report that someone in their household avoids dairy. For instance, 15 per cent of parents of under-18s report dairy avoidance in the household due to a food allergy/intolerance.

Reflecting on this, Lucy predicts that a range of plant-based baby foods are set to hit the shelves. "Over the next few years, it is highly likely that a number of companies will release formula milk not based on cow’s milk and instead based on soy, beans or legumes," she says, "as well as plant-based dairy alternatives such as oat-based, soy-based, coconut-based and plant-based weaning products."

There are also good opportunities for plant-based products to appeal to shoppers on environmental grounds, given the growing interest in sustainable production. "Parents of under-18s are more likely than non-parents (48 per cent compared to 42 per cent) to say that using dairy alternatives is a good way to reduce your environmental footprint," says Alice Baker, senior research analyst at Mintel. "However, the NHS underlines the importance of giving children aged between one and two whole milk and dairy products because they may not get the calories or essential vitamins they need from lower fat alternatives. Such nutritional considerations would similarly apply regarding plant-based alternatives."

Environmentally friendly claims have seen the biggest rise among the top claims in the babies' and children’s personal care segment, with most brands switching to recyclable bottles, cardboard packaging and TerraCycle-certified packs. Mintel’s prediction is that brands will optimise this opportunity and take sustainabile innovation beyond packaging to encompass sustainable ingredients including biodegradable formulas and solid formats.

Another product area with scope for expansion is functional health claims in baby foods. 

Mintel data shows that functional claims are already well established in the formula milk sector, appearing on 58 per cent of launches between 2017 and 2020, with brain/nervous system and immune health claims the most widespread. Functional health claims are, however, less common in baby meals and snacks, featuring on just 20 per cent of launches in that same period. Mintel sees this as "a missed opportunity", given strong consumer interest in functional health benefits.

Merchandising and support

With a wide range of products in the category, it can be challenging to merchandise baby care and nutrition when shelf space is at a premium. As a baseline, it is recommended that pharmacies stock the brand leaders and an own label equivalent, and maximise the potential of add-on purchases, such as eco-ethical and baby skin care products. The pandemic has highlighted the importance of emotional wellness, and products targeted at this need should also be included.

"Purchase of baby bubble bath increased by five percentage points to 63 per cent in 2021, as parents used bath-time routines to de-stress and bond with their babies," says Alice. "Massage applicators on personal care products can also drive wellness in baby care routines."

Many brands and charities have turned to social media to offer parent and baby mindfulness and wellness advice, and pharmacy teams can direct parents to these channels for support.

As essential members of the wider primary care team, for pharmacy staff, it’s not just engaging with parents who are already experiencing problems or asking for help that is important. Every interaction with a member of the pharmacy team is an opportunity to improve outcomes and even change life chances for babies and children, as well as their parents and carers. 

For young parents in particular, baby care and nutrition advice from pharmacy teams might be their first interaction with community pharmacy, so getting it right is a vital way of building trust and ongoing relationships with them and their growing families into the future.