Varos Ecommerce Verticals

Baby Food Market

The baby food eCommerce market caters specifically to parents and caregivers of infants and young children. This market encompasses a range of products, including infant formula, purees, snacks, and toddler meals — all designed to provide nutrition and support healthy development for babies and young children.

Many factors, including the growing demand for convenience and accessibility and the increasing focus on health and wellness among parents and caregivers, drive this market. In addition, many consumers in this market seek organic, non-GMO, and free from additives and preservatives.

Keep reading to learn more about crucial baby food eCommerce benchmarks to help your business grow.

Average Conversion Rate for Baby Food eCommerce

The baby food eCommerce market is a promising and rapidly growing segment of the broader eCommerce industry, driven by the changing needs and preferences of modern parents and caregivers. 

It’s essential to continually improve your conversion rate to succeed in this competitive market. Your conversion rate describes the number of visitors that become customers as a percentage. For example, a 10% conversion rate (CVR) indicates that out of 100 visitors, 10 of them became customers.

With the right strategy and approach, brands in this market can tap into a vast and growing customer base and build lasting relationships with consumers over time. In addition, using baby food conversion rate benchmarks can help gauge the success or failure of your efforts. 

Below, you can see how Varos' real-time benchmarks for the baby food market indicate that the median CVR for Facebook Ads is 3.6 percent.

eCommerce Traffic Data for the Baby Food Market

The baby food eCommerce market is a subcategory of the overall baby and children market. Successful stores within the broader market use a range of traffic sources to bring in visitors and generate revenue, including: 

  • Paid ads (51.2%)
  • Direct (22.9%)
  • Affiliate marketing (22.5%)
  • Email marketing (3.4%)

Yet, be aware that eCommerce businesses do not widely report traffic data. Fortunately, the Varos platform aggregates this data to grant deeper insights. 

Our platform indicates that the baby and children market invests 62% of its paid ad budget into Google Ads, with 38% spent on Facebook Ads. Additionally, we can further segment traffic by campaign type:

  • Facebook - Prospecting (24%)
  • Google - Performance Max (24%)
  • Google - Search (37%)
  • Google - Shopping (0.56%)
  • Facebook - Retargeting (14%)

We can see how the baby food market depends on the right mix of Google Ads and Facebook Ads. It’s important to invest in both platforms to reach all possible customers. 

Average Cost Per Click for Baby Food Stores

Brands must be able to effectively market their products to parents and caregivers, who are often highly discerning and selective in their purchasing decisions. Marketing may involve leveraging social media and other digital channels to connect with consumers and offering personalized recommendations and content that speaks directly to their needs and concerns.

CPC (cost-per-click) is one of the vital baby food eCommerce KPI benchmarks to maximize your marketing budget and ultimately grow your business. CPC describes the average cost of all clicks on your ads. Ideally, after clicking, the visitor will become a customer and generate more revenue than the campaign costs.

You can see how our platform indicates that the average CPC is $1.17 for Facebook Ads in the baby food market. You can use this information to grow your business effectively.