The World Health Organization defines health and wellness as the state of complete physical, mental and social well-being and not merely the absence of disease or infirmity.
Later in their definition children are specifically mentioned, citing that ‘healthy development of the child is of basic importance’. Also, ‘the ability to live harmoniously in a changing total environment is essential to such development.’
Undoubtedly, millennials are committed to eating right and exercising more than other generations, and appropriately. Hence, they are spending big dollars ensuring their children- generation Z and Alpha– are living lives grounded in health and wellness as well.
Purchasing decisions of the millennial parents
In the Nielsen Global Health & Wellness Survey, nearly 40% of millennials and generation Z say ingredients sourced sustainably are very important in their purchase decisions, more so than other generations.
The global healthy eating, nutrition, and weight loss economy has reached $648 billion. And indeed, millennial parents contributed to the increase.
In fact, they are more willing to pay a premium for healthy products, such as all-natural, GMO-free, sustainable or vitamin-fortified foods. Interestingly enough, Mintel cites that though parents are willing to pay a premium for organic and natural products, they are still recession-hardened consumers.
The $648 billion figure also rose due to the rising cost of health care expenditures. This is because, parents are looking for healthy, natural alternatives to supplement treatment for medical problems whenever possible.
Simultaneously, though one in three parents make their own baby food most time-pressed millennial parents wish they had more time to make homemade, healthy meals for their children.
Founded in 2015 by Steven Minisini and Jennifer Chow, Nurture Life’s goal is to be the premier consumer brand and market leader for fresh, healthy, pre-prepared meals for babies, toddlers, and kids, delivered directly to consumers.
Minisini and Chow reveal they were inspired by their generation Alpha son James to start the company:
‘When James was six months old and just started eating solids. We wanted to feed him fresh, high-quality meals without compromises. And couldn’t find this option available in the market. As a result, we planned, shopped for, prepped, and cooked all of his meals ourselves. As he got older and we wanted to continually increase the variety of flavors he was eating. We found we were spending many late nights cooking for him. This experience inspired us to found Nurture Life. Our passion is to impact the healthy development of children.’
Hence, Nurture Life continuously innovates via its product offering, customer experience, internal operations, technology systems, even their distribution. Though their primary channel remains direct to consumers.
Though they launched in April 2017, Raised Real has experienced directly to consumer executives supporting them.
The baby food newcomer redefines the idea of ‘homemade’. By giving parents the tools they need to feed their children high-quality food made with real ingredients without the hassle.
They pride themselves on being transparent, having a direct relationship with consumers, and convenience. Similar to Nurture Life, they promise all-natural ingredients, but Raised Real delivers beyond their food.
Another company that pioneered within the adolescent health and wellness industry 11 years ago is Yummy Spoonfuls. Agatha Achindu and Camila Alves have a 50/50 partnership in the company, and both believe training a baby’s palate from birth is the secret to a lifetime of good health.
Achindu even meets with legislators on behalf of Yummy Spoonfuls to discuss policies and standards to improve the quality of food available to younger generations. Both partners feel high-quality food that tastes delicious should be a birthright, regardless of socioeconomic status.
‘ We live in a country where processed food is the norm, and at the same time, huge numbers of people are suffering from diet-related diseases. There is a definite connection. Diet and nutrition can make or break a family. If children are unhealthy, there is a tremendous strain on the whole family, not to mention the child’s lost potential. I want to change the way we feed our kids in this country, especially babies. The only way to overcome diet-related disease on a large scale is to educate and empower parents so that every baby gets a great start.’
Similar to Nurture Life and Raised Real, Achindu is most passionate about Yummy Spoonfuls’ product development. In the past decade, they have innovated from convenient, made-from-scratch baby food products to toddler and big kid foods.