Feeding the Next Generation

As we enter the era of Gen Beta, ByHeart commissioned “Beyond the Bottle,” a consumer study of nearly 2,500 new parents and parents-to-be. Designed to unpack the state of infant feeding, this study provides a glimpse into the thoughts, feelings, and desires of today’s caregivers and offers insights to help fuel the future of feeding.

"After hearing firsthand from parents about their struggles and triumphs, we wanted to dive deeper into the evolving landscape of infant feeding and reaffirm our commitment to supporting parents every step of the way. Because at ByHeart, we’re obsessed with making these challenges easier for families.

— Mia Funt, Co-Founder & President, ByHeart

More than half of new parents and parents-to-be surveyed said they never felt or think they will feel guilty about using formula to feed their baby.

Survey says…

Next-gen parents are obsessed 
with nutrition.

(And so are we!)
Nutrition reigns supreme.

When it comes to feeding, 70% of parents cited health and nutrition as their top concern when deciding how to feed their baby. Cost (45%) and medical advice (30%) were also indicated.

Claims & certifications are important, too.

The majority of parents (52%) indicate that pediatricians are their top influence when deciding on a formula, but 28% also consider nutritional claims as part of their infant feeding decision. Certifications (19%) and ingredient transparency (20%) are also important factors when choosing an infant formula.

Interestingly, two thirds (63%) of parents polled trust claims about the nutritional value of infant formula made by formula brands.

But the formula industry has work to do…

When shown a list of ingredients, over half (51%) of parents surveyed report they are familiar with some of the formula ingredients but could learn more. In addition, over 3 in 10 (31%) parents surveyed are familiar with the full breakdown of formula ingredients.

Almost 1 in 7 (13%) parents surveyed are not familiar with the formula ingredients at all.

Generational differences are leading to more feeding anxiety.

With more resources available, especially as Generation Beta babies are born, more parents and parents-to-be are feeling anxious about feeding choices. Nearly half of Generation Z report feeling anxious (46%) compared to only 29% of Generation X parents, which has also contributed to the rise in using social media as 
a resource.

ByHeart is here for the next generation.

As a company rooted in nutrition innovation and absolutely obsessed with advancing the infant nutrition category, ByHeart is dedicated to providing parents with a groundbreaking formula they can not only trust, but feel good about, too.

“At ByHeart, we are committed to supporting parents in understanding the formula label, ingredients, claims, and nutrient levels. A great place to start is remembering that formula is food and a majority of the ingredients are sources of protein, fats, and carbohydrates. Our novel protein blend gets the closest to breast milk, supporting easy digestion and a healthy microbiome — and we're here to empower parents with this knowledge.”

— Devon Kuehn, MD, ByHeart Chief Medical Officer, Pediatrician and Neonatologist

Top Baby Trends of 2024 and Predictions for 2025

Ingredient Transparency Takes Center Stage

2024 Trend: Health and nutrition are top priorities for many of us — whether it’s hitting your daily protein intake, choosing organic produce, or staying hydrated. But for parents, decisions around baby nutrition often happen after birth, with over 58% determining how to feed their baby post-birth — despite its critical role in early development.

2025 Prediction: Transparency will extend beyond labels, as brands provide deeper insights into ingredient sourcing, production methods, and nutritional benefits. Parents increasingly seek clear and trustworthy information about what they’re feeding their children. ByHeart is leading the way in ingredient transparency by handpicking the finest certified-clean ingredients, controlling every step of R&D, and using a small-batch blending method to provide parents with unmatched transparency and peace of mind for their babies. As a result, ByHeart is the first U.S.-made infant formula company to earn three prestigious certifications from the Clean Label Project — a recognition that underscores its commitment to the highest standards of quality, safety, and trust.

The Rise of Village Parenting a New Generation

2024 Trend: Gen Z is redefining parenting through a stronger embrace of community support, both online and offline. With 33% of Gen Z parents seeking community-driven advice, parenting is shifting from a private challenge to a collaborative journey. Social media has become a digital village, with 84% of Gen Z parents relying on platforms like Instagram, TikTok, and Reddit for real-time advice and support, compared to just 49% of Gen X parents.

2025 Prediction: Generation Beta babies will benefit from diverse approaches to feeding and care as parents increasingly draw on digital and real-world communities. This will heighten demand for trustworthy, expert-backed content to guide parents through a growing sea of information. Brands and resources that offer clarity and confidence will shape the future of parenting, ensuring inclusive and informed care for the next generation.

The Pre-Parent Preparation Revolution

2024 Trend: A critical preparation gap is emerging in modern parenting — while 65% of parents felt only somewhat or not at all prepared when their baby arrived, this unpreparedness particularly impacts feeding decisions, with 58% making feeding choices post-birth. This lack of advance planning is most pronounced in younger generations, with only 72% of Gen Z feeling prepared versus 82% of Generation X, suggesting a growing need for earlier support in the parenting journey.

2025 Prediction: There will be an increase in "pre-birth" education, becoming as normalized as birth planning, with a focus on feeding decisions. This movement will be driven by the 49% of parents who say they would be less anxious about their feeding choices if better informed. Expect to see obstetricians and pediatricians implementing mandatory pre-birth nutrition consultations. Also expect to see brands like ByHeart empowering them with knowledge and confidence before they face critical feeding decisions.

The Gender Gap Revolution in Baby Care

2024 Trend: A surprising reversal is emerging in parenting confidence — while women perceive more stigma around formula feeding (71% vs 59% for men), Gen Z fathers are showing unprecedented levels of anxiety about feeding choices (55%).

2025 Prediction: Parenting support systems will be restructured, with a particular focus on father-specific resources and mental health support. The trend suggests we're moving toward more gender-balanced parenting anxieties, potentially leading to more inclusive and comprehensive family support

Parent Voices

Ready to feel good about feeding?

Find out more about what’s on the minds of current parents and parents-to-be, and join the conversation by sharing your feeding journey or feeding plan with us on social. You’re not alone — ByHeart is here to support you, and together we can help shape the future of feeding for the next generation.

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