Baby food was one of the most recession-proof categories during the recession. Ildiko Szalai, senior packaged food company analyst at Euromonitor International, explains that there are several reasons for this. First, when households make cuts to their grocery budget, baby food is the last category that consumers cut spending on or opt to trade down. Secondly, private label penetration in the category is low; less than 2 percent of the global market. Due to strong prospects for baby food, especially in emerging markets, many global players are heavily investing in this category.