A New Era of Innovative Infant Nutrition?

The first 1,000 days of life—from birth to age two—are nothing short of foundational. This is the time when a baby’s brain grows faster than it ever will again, and when food isn’t just fuel—it’s programming. What infants eat in these early months and years can hardwire their future relationship with food, shape their tastes, and even protect them from a lifetime of health risks. Global health bodies aren’t mincing words. The World Health Organization insists on exclusive breastfeeding for the first six months—no substitutes, no shortcuts—calling breastmilk the gold standard for early nutrition. The American Academy of Pediatrics agrees, though it adds that some babies may be developmentally ready to try solid foods, like iron-fortified cereals, as early as four months. What follows is not merely dietary diversification, but an odyssey of gustatory exploration. 

Experts urge that young children be introduced to an eclectic palette of natural flavours and textures—especially those derived from fruits and vegetables—not merely to appease the palate, but to inculcate a lifelong appreciation for healthful nourishment. In essence, we are cultivating taste as much as we are cultivating health. Conversely, the early introduction of pernicious substances—be they laden with refined sugars, excessive sodium, or industrial fats—is strongly discouraged. These ingredients, so often ubiquitous in modern diets, represent the harbingers of a host of non-communicable ailments, including childhood obesity, type 2 diabetes, and cardiovascular dysfunction. Prevention, in this context, is not merely preferable—it is paramount.

There was a time when infant formula was seen merely as a backup—a last resort when breastfeeding wasn’t possible. However, we’re living in a new era where the fortified infant products are not just about feeding babies; they are sophisticated, science-driven innovations designed to strengthen immunity, support gut health, and even lay the groundwork for cognitive development. –

“As scientific understanding of early-life nutrition evolves, the industry continues to move beyond basic fortification to more targeted approaches that aim to mimic the beneficial elements of breast milk, notably lutein, choline, and microbiome-supporting components, standing out as key examples. Lutein, a non-provitamin A dietary carotenoid, along with zeaxanthin isomers, is exclusively deposited in the macula of the eye, and preferentially accumulated in the brain during fetal development, infancy, childhood, and through adulthood. The body cannot make lutein, but it can be obtained from foods such as dark green leafy vegetables. Of the carotenoids found in breast milk, lutein has been reported to be the most abundant carotenoid and hence, inclusion in infant formula is a clear choice. It is important for infant development, particularly for vision and brain health, mentioned Kratika Gupta, Senior Vice President, Head of Global Marketing OmniActive Health Technologies. It’s a remarkable moment, where breakthroughs in biotechnology, combined with the hopes of parents and the urgency of public health, are reshaping how we think about early childhood nutrition. 

In India’s increasingly conscious parenting culture, where every drop of nutrition is scrutinized, Lutemax 2020 is making a quiet yet significant entry into the infant and early childhood supplement space. Derived from marigold flowers and clinically validated for safety and efficacy, this naturally sourced combination of lutein and zeaxanthin isomers mirrors the carotenoids found in breast milk and is now being recognized as critical for early visual and cognitive development. 

As digital exposure begins earlier than ever—with infants watching screens and toddlers learning via tablets—the need to protect developing eyes and support healthy brain function has never been more urgent. Lutemax 2020, is currently gaining attention among pediatric nutritionists and infant formula developers as a potential gold standard for blue light defense and neural development in the first 1,000 days of life. 

Globally, it’s been used in fortified infant formulas, and India’s regulatory openness under FSSAI, coupled with rising demand for premium infant nutrition, is creating fertile ground for its inclusion. 

“The EU’s acknowledgement of Lutemax 2020 as a non-novel food ingredient not only affirms its established safety profile but also enables us to scale access to eye health and cognitive support across mainstream supplement markets in Europe,” said Kratika. “This GRAS clearance reaffirms the safety and quality of Lutemax Free Lutein and enables its inclusion in one of the most sensitive and highly regulated categories: early life nutrition. As one of the most abundant carotenoids in breast milk, lutein plays a vital role in vision and brain development. With infants unable to produce lutein on their own, the availability of a safe, stable, and science-backed source like Lutemax Free Lutein allows infant formula manufacturers to address the growing demand for nutritional solutions that help bridge this dietary gap, bringing formula closer to the benefits of breast milk ,” she added. 

Moreover, as Indian parents increasingly seek “clean label,” clinically backed ingredients, Lutemax 2020 stands out—not only for its safety profile but also for its local origin, adding traceable value to domestic supply chains.

“What is changing rapidly today is not just the prevalence of these products, but their formulation. We are now seeing baby food supplements that are designed to go beyond basic nutrition. The current wave of innovation focuses on gut health, immunity, and long-term metabolic outcomes, drawing from the composition of breast milk as a model”, said Neelanjana Singh, National Executive Member, Indian Dietetic Association (IDA). “Recent product developments illustrate this shift. A newly developed formulation combines six human milk oligosaccharides (HMOs) with Bifidobacterium infantis to recreate the microbiota of breastfed infants. Another introduces a blend of plant and dairy proteins. A toddler drink incorporates a prebiotic matrix that triples iron uptake, targeting iron deficiency, which remains widespread in many developing regions “, she added.

Rewriting the Playbook

The baby food and infant formula market is on a growth spurt of its own. Valued at $ 53.73 billion in 2024, the global market is expected to balloon to $ 84.06 billion by 2033, according to IMARC Group. That’s a solid compound annual growth rate of 4.58 per cent—a sign that the business of feeding babies is no longer just about formula, but about science, convenience, and rising global demand. 

Leading the charge is the Asia Pacific region, which now accounts for a commanding 48.9 per cent of the global market, thanks to booming populations, urban lifestyles, and a sharp rise in working mothers. 

On the other hand, the baby drinks market is not just growing—it’s thriving on a wave of conscious parenting. Clocking in at $39.29 billion in 2024, the market is on track to more than double, soaring to $83.54 billion by 2034, powered by a remarkable CAGR of 7.84 per cent over the next decade. As the spotlight on infant wellness intensifies, baby drinks are emerging as a centrepiece in the global parenting toolkit—refreshing, reliable, and ready to nourish the next generation

In 2024, milk formula holds its ground as the dominant force in the infant nutrition market, claiming a commanding 54.9 per cent share. From starter formulas for newborns to follow-on and speciality blends, this category caters to every stage and need. Its rise is fuelled by convenience, consistency, and cutting-edge nutrition. Today’s formulas are fortified with probiotics, prebiotics, and DHA—designed to echo the gut-boosting, immune-supporting magic of breastmilk. In short, milk formula isn’t just keeping pace—it’s evolving with the modern parent. 

“Such advances are part of a broader movement in infant nutrition where the focus is now on biomimicry, i.e. scientifically reproducing the functionality of breast milk. However, this trend has raised important concerns. Positioning these products as “close to breast milk” can influence feeding decisions and unintentionally undermine breastfeeding, even in well-informed families. This concern has been acknowledged in studies from both developed and developing countries, advocated Neelanjana.

In 2024, Asia Pacific emerged as the undisputed leader in the global baby food and formula market, commanding over 48.9 per cent of total market share. India, in particular, is seeing a baby nutrition boom fuelled by e-commerce. 

India’s baby food and formula market is growing up fast—set to hit $1.94 billion by 2032 at a 6.2 per cent CAGR, according to SPER Market Research. Driving this surge is a new wave of parenting shaped by urban living, rising infant health concerns, and women balancing careers with caregiving. 

From milk formulas to dried and prepared purees, baby food is evolving from mashed basics to fortified, organic, and plant-based nutrition. Global giants like Nestlé, Abbott, Danone, Omniactive, Amway, and Reckitt Benckiser are locked in fierce competition, innovating fast to serve India’s health-conscious, digitally connected families, in India. With new product launches, acquisitions, and vegan-friendly twists, the market is becoming a playground for smart, science-backed nutrition. The message is clear: in India’s next-gen parenting economy, baby food isn’t just food—it’s the first step in future-proofing health.

Platforms like Flipkart and Amazon have reported a 25 per cent year-on-year surge in infant food sales, bringing premium and fortified options straight to consumers’ doorsteps. On the policy front, government-led campaigns like POSHAN Abhiyaan are putting child nutrition in the spotlight, driving awareness and uptake of healthier feeding practices.

From shelf to screen: How India is policing the new frontiers of baby food marketing 

India’s infant nutrition landscape stands at the intersection of cutting-edge innovation and deep-rooted public health policy, reflecting a nuanced tension between scientific advancement and regulatory caution. Globally, the sector is undergoing a transformation driven by breakthroughs in microbiome science, synbiotic formulations, brain development enhancers like lutein and choline, and attempts to replicate the complex bioactives of breastmilk, including HMOs. 

India, too, is witnessing a wave of product innovation aimed at delivering precision nutrition to infants who cannot be breastfed. However, this scientific momentum is unfolding under the close watch of a regulatory framework that places breastfeeding not just as a health recommendation, but as a legal and ethical imperative.

With India-rooted Omniactive making global footprints through GRAS clearance, Kratika reaffirms the safety and quality of infant supplements, thereby enabling its inclusion in one of the most sensitive and highly regulated categories- Early life nutrition. “As one of the most abundant carotenoids in breast milk, lutein plays a vital role in vision and brain development. With infants unable to produce lutein on their own, the availability of a safe, stable, and science-backed source like Lutemax Free Lutein allows infant formula manufacturers to address the growing demand for nutritional solutions that help bridge this dietary gap, bringing formula closer to the benefits of breast milk’’, she stated.

The Infant Milk Substitutes (IMS) Act, rooted in the WHO’s International Code of Marketing of Breast-milk Substitutes, continues to provide a robust foundation for how infant nutrition products are introduced and marketed. “India’s evolving regulatory landscape has responded with greater scrutiny. The IMS Act continues to play a critical role in preventing the unethical promotion of infant milk substitutes. In addition, the Food Safety and Standards Authority of India (FSSAI) has tightened norms through the 2024 revision of infant nutrition regulations. These include restrictions on nutrient claims, limitations on micronutrient levels, and the prohibition of BPA in packaging, all aimed at protecting infants and guiding responsible innovation’’, stated Neelanjana.

For companies, this means navigating a layered regulatory landscape where even clinically validated, clean-label products must be presented with extreme caution, ensuring no inference that they replace or outperform breastfeeding. “Regulatory bodies such as the FDA and FSSAI are not only expanding inclusion criteria but also tightening standards around purity, safety, and traceability, raising the bar for product integrity. The broader transformation is clear: we’re entering an era focused on immune resilience and gut health, grounded in clean-label innovation, opined Kratika. At the same time, a deeper systemic challenge is coming into focus: Access. While advanced infant formulas and supplements claim to offer enhanced cognitive, digestive, and immune benefits, they are priced at a significant premium. This raises critical equity concerns. “Yet, as efforts intensify—especially to meet the nutritional needs of vulnerable populations such as infants and children—expanding infrastructure and promoting equitable access across all socioeconomic groups remain essential priorities for long-term impact,” concluded Kratika.

There is also a growing recognition that product innovation must be matched by infrastructure capable of scaling both research and responsible distribution. Moreover, as companies push the frontier—such as cell-culture-based replication of human milk in lab settings—India must also consider the ethical, economic, and logistical frameworks necessary to adopt such technologies responsibly. 

Suchetana Choudhury

suchetana.choudhuri@agrospectrumindia.com