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Baby Food and Drink - UK - April 2015

Published By :

Mintel

Published Date : May 2015

Category :

Baby Food

No. of Pages : 83 Pages


Brands could offer parents more reassurance about the healthiness of manufactured baby/toddler food by referencing more actively on-pack all the nutritional qualities the product has to offer, acknowledging key nutrients such as protein, calcium and carbohydrates.
Table of Content

Introduction

Definitions
Abbreviations

Executive Summary

The market
Figure 1: UK retail value sales of baby food, drink and milk, 2009-19
Market factors
Birth rates fell by 4% over 2012-13
Figure 2: Live births in England and Wales, 2003-13
Average age of mothers reaches 30
A rise in real disposable income should facilitate premiumisation in the market
Figure 3: Financial wellbeing index, January 2009-January 2015
The percentage of new mothers who have initiated breastfeeding has now stabilised
Companies, brands and innovation
Baby milk extends its dominance in the market
Figure 4: UK retail value and volume sales of baby food, milk and drink, by segment, 2013 and 2014
Organix remains top player in baby snacks
Figure 5: Leading brands’ shares in the UK baby snacks market, by value, 2014
NPD booms in baby snacks
Total adspend climbs in 2014
The consumer
Half of parents don’t use manufactured baby foods at all
Figure 6: Frequency of usage of baby food, by type, February 2015
Very few parents buy baby food online
Figure 7: Where parents have bought baby food from, by type of retailer, February 2015
Concerns over sugar and salt continue to carry sway
Figure 8: Consumer attitudes towards manufactured baby and toddler food, February 2015
High interest in fortified cow’s milk
Figure 9: Consumer interest in product innovation, February 2015
What we think

Issues and Insights

Scope to boost the appeal of manufactured baby/toddler food by harnessing the healthy connotations of the product
The facts
The implications
Flavours in stages offer strong potential
The facts
The implications
Opportunities to grow purchasing of baby food in the online channel
The facts
The implications

Trend Application

Trend: Guiding Choice
Trend: Extend My Brand
Minimize Me

Market Drivers

Key points
Birth rates fell by 4% over 2012-13
Figure 10: Live births in England and Wales, 2003-13
Average age of mothers reaches 30
Less than half of babies are being breastfed after six to eight weeks
Figure 11: Percentage of mothers initiating breastfeeding and the percentage of infants being breastfed at six to eight weeks, 2008/09-2013/14
Concerns around sugar have been heightened
There is still uncertainty about the sugar content of manufactured baby/toddler food
A rise in real disposable income should facilitate premiumisation in the market
Figure 12: Financial wellbeing index, January 2009-January 2015

Strengths and Weaknesses

Strengths
Weaknesses

Who’s Innovating?

Key points
NPD booms in baby snacks
Figure 13: Share of new product launches within the UK baby food, drink and milk market, by type, 2010-14
M&S enters the baby food market
Figure 14: New product activity in the UK baby food, drink and milk market, own-label vs branded, 2010-14
Ella's Kitchen boosts NPD in 2014
Figure 15: Share of new product launches within the UK baby food, drink and milk market, by brand, 2010-14
Figure 16: Share of new product launches within the UK baby food, drink and milk market, by launch type, 2010-14
Abbott Nutrition targets fussy eaters
Arla is first to market with a fresh fortified milk for children
Cow & Gate launches 'Friends' – a four-stage range of savoury vegetable pouches
Innovation around texture
Quinola Mothergrain enters the baby food market
L/N/R sugar and salt claims become less prevalent
Figure 17: Share of new product launches within the UK baby food, drink and milk market, by claims, 2010-14
Figure 18: Share of new product launches within the UK baby food market, by claims, 2014
Companies should provide parents with more information about ingredients
No additives/preservatives claims lose traction whilst organic and all-natural claims grow
New brand, KiddieCubes, hits the frozen baby food aisle
The increase in on-the-go claims should resonate

Market Size and Forecast

Key points
The market value growth continues despite falling volume sales in 2014
Figure 19: UK retail value and volume sales of total baby food, drink and milk, 2008-18
The future of the baby food, drink and milk market
Figure 20: UK retail value sales of baby food, drink and milk, 2009-19
Figure 21: UK retail volume sales of baby food, drink and milk, 2009-19
Factors used in the forecast

Segment Performance

Key points
Baby milk extends its dominance in the market
Figure 22: UK retail value and volume sales of baby food, drink and milk, by segment, 2011-14
The decline in the baby food segment continues
Baby finger food grows thanks to NPD
Sugar coverage hits baby drinks

Market Share

Key points
Ella’s Kitchen leaps ahead in baby food
Figure 23: Leading brands’ sales and shares in the UK wet and dry baby food market, by value and volume, 2012/13 and 2013/14
Figure 24: Leading manufacturers’ sales and shares in the UK wet and dry baby food market, by value and volume, 2012/13 and 2013/14
Organix remains top player in baby snacks
Figure 25: Leading brands’ sales and shares in the UK baby snacks market, by value and volume, 2012/13 and 2013/14
Figure 26: Leading manufacturers’ sales and shares in the UK baby snacks food market, by value and volume, 2012/13 and 2013/14
Aptamil extends its lead in baby milk
Figure 27: Leading brands’ sales and shares in the UK baby milk market, by value and volume, 2012/13 and 2013/14
Figure 28: Leading manufacturers’ sales and shares in the UK baby milk market, by value and volume, 2012/13 and 2013/14

Companies and Products

Figure 29: Leading companies and brands in the baby food and drink market*, 2014
Danone Baby Nutrition
Background
Product range
Product innovation
Ella’s Kitchen
Background
Recent activity
Product range and innovation
Heinz
Background
Product range and innovation
HiPP Organic
Background
Product range and innovation
Little Dish
Background
Product range and innovation
Advertising and marketing
Nestlé
Background
Product range and innovation
Advertising and marketing
Organix
Background
Product range and innovation

Brand Communication and Promotion

Key points
Total adspend climbs in 2014
Figure 30: Main monitored media advertising spend in the baby food, milk and drink market, 2010-14
Figure 31: UK adspend on baby food, milk and drink, by product category, 2010-14
Figure 32: Top advertisers in the UK baby food, milk and drink category, 2010-14
Organix launches a No Junk campaign

The Consumer – Usage and Buying of Baby Food

Key points
Half of parents don’t use manufactured baby foods at all
Figure 33: Frequency of usage of baby food, by type, February 2015
Parents do stay in the market past the 12-month point
Very few parents buy baby food online
Figure 34: Where parents have bought baby food from, by type of retailer, February 2015

The Consumer – Attitudes towards Manufactured Baby and Toddler Food

Key points
Concerns over sugar and salt continue to carry sway
Figure 35: Consumer attitudes towards manufactured baby and toddler food, February 2015
Parents seek guidance and reassurance on the nutritional requirements of babies/toddlers
Opportunity for baby/toddler snacks to extend usage past 36 months
Baby foods still suffer from weak flavour perceptions

The Consumer – Interest in Product Innovation

Key points
High interest in fortified cow’s milk
Figure 36: Consumer interest in product innovation, February 2015
Untapped demand for a low-salt baby/toddler cheese
NPD opportunities in baby/toddler dips
Scope to expand on interest in baby/toddler meals with ethnic flavours

Appendix – Market Size and Forecast

Figure 37: Best- and worst-case forecasts for UK value sales of baby food, drink and milk, 2014-19
Figure 38: Best- and worst-case forecasts for UK volume sales of baby food, drink and milk, 2014-19

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