Consumers are changing, but they remain mysterious: they cook less, buy ready-made food more often, and at the same time appreciate family feasts. They say that they choose healthy foods, but they still pamper themselves with sweets. They are ready to buy natural ingredients, but only if it is delicious. And what is happening in the field of baby food? Are young parents still cooking for their children? Is cooked food only healthy and natural? In this article, Sergey Kirkin, Business Development Director of PROGRESS JSC (manufacturer of baby food under the FrutoNanny brand) shares his conclusions about the behavior of baby food buyers and observations of their values.