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Baby Food and Drink - UK - April 2014

“Innovation that taps into parents’ preference for homemade baby food has been limited, presenting ripe opportunities for baby food manufacturers. Extending their ranges with cooking ingredients that are specifically designed to be used in recipes for babies and toddlers, such as low-salt stock, extra-mild spices and low-acidity oils offers a way for brands to capitalise on this.”

– Emma Clifford, Senior Food Analyst

Some questions answered in this report include:

  • Do baby-friendly seasonings offer strong potential?
  • Is there scope to boost the appeal of baby drinks by harnessing the healthy connotations of herbal tea?
  • How can baby snacks be re-energised?

The UK baby food, drink and milk market has experienced high levels of inflation in recent years and while volume sales edged up between 2008 and 2013, this translated into value growth of 42%. This was particularly fuelled by rapidly rising prices within the baby milk market, this accounting for 60% of the total market’s value in 2013.

The rise in the number of births has benefited the overall market, however, the migration from manufactured to homemade versions continues to hinder the baby food segment, with volume sales in decline. This reflects the many advantages parents associate with making their own, including taste, control over ingredients and cost. This report includes products manufactured specifically for babies and infants aged primarily under 2 years, although manufacturers are targeting older infants with commercial products.

The report covers:

  • Milks, including liquid ready-to-feed (RTF) products
  • Meals and desserts (wet and dry, including cereals and dairy-based)
  • Baby drinks
  • Finger foods, including rusks, ‘extruded snacks’, baby rice cakes, biscuits and fruit snacks.

Baby drinks include ready-to-drink (RTD) liquids, which are generally presented in plastic bottles for decanting into a feeding bottle or beaker, as well as concentrates, and powdered granulated drinks, for dilution with water.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK retail value sales of baby food, milk and drink, 2008-18
            • Market factors
              • Upward trend in number of births set to continue
                • Figure 2: Population forecasts, by infant age group, England, 2008-13 and 2013-18
              • Average age of mothers edges up to 30
                • Less than half of babies are being breastfed at 6-8 weeks
                  • Companies, brands and innovation
                    • Ella’s Kitchen is the only major brand to grow in 2013 within baby food
                      • Figure 3: Leading brands’ shares in the UK baby food and snacks market, by value, 2013*
                    • An uptick in baby food NPD
                      • A slight dip in adspend in 2013 after a sizeable jump in 2012
                        • The consumer
                          • Homemade baby food is parents’ clear preference
                            • Figure 4: Frequency of usage of baby food, by type, February 2014
                          • Myriad perceived benefits of homemade baby food
                            • Figure 5: Attitudes towards homemade and manufactured baby food, February 2014
                          • Tried-and-tested flavours hold most sway
                            • Figure 6: Factors considered when choosing baby food, February 2014
                          • Recommendations from friends/family are the strongest influence
                            • Figure 7: Sources of influence on what parents feed their children, February 2014
                          • Parents are keen to instil healthy habits from a young age
                            • Figure 8: Attitudes towards baby food, February 2014
                          • What we think
                          • Issues and Insights

                              • Amid strong competition from homemade baby food, baby-friendly seasonings offer strong potential
                                • The facts
                                  • The implications
                                    • Scope to boost the appeal of baby drinks by harnessing the healthy connotations of herbal tea
                                      • The facts
                                        • The implications
                                          • Savoury flavours and new textures can re-energise baby snacks
                                            • The facts
                                              • The implications
                                              • Trend Application

                                                  • Trend: Sense of the Intense
                                                    • Trend: Influentials
                                                      • Trend: Life Hacking
                                                      • Market Drivers

                                                        • Key points
                                                          • Upward trend in number of births set to continue
                                                            • Figure 9: Population forecasts, by infant age group, England, 2008-13 and 2013-18
                                                          • Average age of mothers edges up to 30
                                                            • Figure 10: Standardised mean age of mothers in England and Wales, 1972-2012
                                                          • Less than half of babies are being breastfed at 6-8 weeks
                                                            • Figure 11: Percentage of mothers initiating breastfeeding, England, 2003/04-2012/13
                                                            • Figure 12: Percentage of infants being breastfed at 6-8 weeks 2008/09-2012/13
                                                        • Strengths and Weaknesses

                                                          • Strengths
                                                            • Weaknesses
                                                            • Who’s Innovating?

                                                              • Key points
                                                                • An uptick in baby food NPD
                                                                  • Figure 13: Share of new product launches within the UK baby food, drink and milk market, by type, 2009-13
                                                                • A rise in baby cereal launches in 2013
                                                                  • Organix and The Kids Food Company step up their NPD
                                                                    • Figure 14: Share of new product launches within the UK baby food, drink and milk market, by brand, 2013
                                                                    • Figure 15: Share of new product launches within the UK baby food, drink and milk market, by brand, 2009-13
                                                                  • No additives/preservatives claims carried by 85% of launches
                                                                    • Figure 16: Share of new product launches within the UK baby food, drink and milk market, by claims, 2009-13
                                                                  • Tubs overtake pouches and jars
                                                                    • Figure 17: Share of new product launches within the UK baby food, drink and milk market, by packaging type, 2009-13
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Rapidly rising prices see value growth of 42% over 2008-13
                                                                      • Figure 18: 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 19: UK retail volume sales of baby food, milk and drink, 2008-18
                                                                      • Figure 20: UK retail value sales of baby food, milk and drink, 2008-18
                                                                    • Factors used in the forecast
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Baby milk is the growth engine
                                                                          • Figure 21: UK retail value and volume sales of baby food, milk and drink, by segment, 2010-13
                                                                        • Declining demand for wet and dry baby food
                                                                          • Large average price increases in finger food
                                                                            • Steady sales for the small baby drinks segment
                                                                            • Market Share

                                                                              • Key points
                                                                                • Ella’s Kitchen is the only major brand to grow in 2013 within baby food
                                                                                  • Figure 22: Leading brands’ shares in the UK baby food and snacks market, by value, 2013*
                                                                                  • Figure 23: Leading brands’ sales and shares in the UK baby food and snacks market, by value and volume, 2012 and 2013
                                                                                • Danone extends its dominance within the baby milk sector
                                                                                  • Figure 24: Leading brands’ sales and shares in the UK baby milk market, by value and volume, 2012 and 2013
                                                                                  • Figure 25: Leading manufacturers’ sales and shares in the UK baby milk market, by value and volume, 2012 and 2013
                                                                                • Heinz remains unchallenged in the small baby drinks market
                                                                                  • Figure 26: Leading brands’ sales and shares in the UK baby drinks market, by value and volume, 2012 and 2013
                                                                              • Companies and Products

                                                                                  • Figure 27: Leading companies and brands in the baby food and drink market*, 2013
                                                                                • Danone Baby Nutrition
                                                                                  • Ella’s Kitchen
                                                                                    • Heinz
                                                                                      • HiPP Organic
                                                                                        • Little Dish
                                                                                          • Nestlé
                                                                                            • Organix
                                                                                              • Plum Inc
                                                                                              • Brand Communication and Promotion

                                                                                                • Key points
                                                                                                  • A slight dip in adspend in 2013 after a sizeable jump in 2012
                                                                                                    • Figure 28: Main monitored media advertising spend in the baby food, milk and drink market, 2010-13
                                                                                                  • Milk continues to dominate adspend
                                                                                                    • Figure 29: Share of UK adspend on baby food, milk and drink, by product category, 2010-13
                                                                                                    • Figure 30: UK adspend on baby food, milk and drink, by product category, 2010-13
                                                                                                  • Nutricia and Nestlé account for over 90% of adspend
                                                                                                    • Figure 31: Top advertisers in the UK baby food, milk and drink category, 2010-13
                                                                                                  • Jump in adspend for Ella’s Kitchen
                                                                                                    • Press advertising gains some ground on TV
                                                                                                      • Figure 32: Adspend in the UK baby food, milk and drink category, by media type, 2010-13
                                                                                                  • The Consumer – Usage of Baby Food

                                                                                                    • Key points
                                                                                                      • Homemade baby food is parents’ clear preference
                                                                                                          • Figure 33: Frequency of usage of baby food, by type, February 2014
                                                                                                        • The perceived benefits of homemade baby food are wide-ranging
                                                                                                          • A short window of opportunity for manufactured baby food usage
                                                                                                            • Figure 34: Parents who use manufactured baby/toddler food once a day or more, by age of youngest child and socio-economic group, February 2014
                                                                                                          • Older mothers most inclined to make their own baby food
                                                                                                          • The Consumer – Attitudes Towards Homemade and Manufactured Baby Food

                                                                                                            • Key points
                                                                                                              • ABs want their 0-4s to eat the same food as the rest of the family
                                                                                                                • Figure 35: Attitudes towards homemade and manufactured baby food, February 2014
                                                                                                              • Homemade baby food seen to offer various benefits
                                                                                                                • Figure 36: Consumers who agree with the statements “My child prefers homemade food”, “I like to make homemade food for my child so I can control the ingredients” and “Making homemade baby/toddler food saves you money”, by age and socio-economic group, February 2014
                                                                                                              • Speed and convenience failing to justify the cost of manufactured baby food
                                                                                                              • The Consumer – Choice Factors for Baby Food

                                                                                                                • Key points
                                                                                                                  • Tried-and-tested flavours hold most sway
                                                                                                                      • Figure 37: Factors considered when choosing baby food, February 2014
                                                                                                                    • ABs place most emphasis on nutritional factors
                                                                                                                      • Figure 38: Selected nutritional factors considered when choosing baby food, by socio-economic group, February 2014
                                                                                                                    • Salt and sugar content carries a lot of sway
                                                                                                                      • Five-a-day appeals more than fortification
                                                                                                                        • Low levels of brand loyalty
                                                                                                                        • The Consumer – Sources of Information

                                                                                                                          • Key points
                                                                                                                            • Recommendations from friends/family are the strongest influence
                                                                                                                                • Figure 39: Sources of influence on what parents feed their children, February 2014
                                                                                                                              • Limited impact of advertising
                                                                                                                              • The Consumer – Attitudes Towards Manufactured Baby Food

                                                                                                                                • Key points
                                                                                                                                  • A large pool of demand for savoury snacks
                                                                                                                                      • Figure 40: Attitudes towards baby food, February 2014
                                                                                                                                    • Concerns over juice drinks
                                                                                                                                      • Seasoning and the texture of baby food are considered important
                                                                                                                                      • Appendix – Market Size

                                                                                                                                          • Figure 41: Best- and worst-case forecasts for UK volume sales of baby food, milk and drink, 2013-18
                                                                                                                                          • Figure 42: Best- and worst-case forecasts for UK value sales of baby food, milk and drink, 2013-18
                                                                                                                                      • Appendix – The Consumer – Usage of Baby Food

                                                                                                                                          • Figure 43: Frequency of usage of baby food, by type, February 2014
                                                                                                                                          • Figure 44: Most popular frequency of usage of baby food, by type – Homemade food, excluding snacks, by demographics, February 2014
                                                                                                                                          • Figure 45: Next most popular frequency of usage of baby food, by type – Homemade food, excluding snacks, by demographics, February 2014
                                                                                                                                          • Figure 46: Most popular frequency of usage of baby food, by type – Manufactured baby/toddler food, excluding snacks, by demographics, February 2014
                                                                                                                                          • Figure 47: Next most popular frequency of usage of baby food, by type – Manufactured baby/toddler food, excluding snacks, by demographics, February 2014
                                                                                                                                      • Appendix – The Consumer – Attitudes Towards Homemade and Manufactured Baby Food

                                                                                                                                          • Figure 48: Attitudes towards homemade and manufactured baby food, February 2014
                                                                                                                                          • Figure 49: Most popular attitudes towards homemade and manufactured baby food, by demographics, February 2014
                                                                                                                                          • Figure 50: Next most popular attitudes towards homemade and manufactured baby food, by demographics, February 2014
                                                                                                                                      • Appendix – The Consumer – Choice Factors for Baby Food

                                                                                                                                          • Figure 51: Factors considered when choosing baby food, February 2014
                                                                                                                                          • Figure 52: Most popular factors considered when choosing baby food, by demographics, February 2014
                                                                                                                                          • Figure 53: Next most popular factors considered when choosing baby food, by demographics, February 2014
                                                                                                                                          • Figure 54: Other factors considered when choosing baby food, by demographics, February 2014
                                                                                                                                      • Appendix – The Consumer – Sources of Information

                                                                                                                                          • Figure 55: Sources of influence on what parents feed their children, February 2014
                                                                                                                                          • Figure 56: Most popular sources of influence on what parents feed their children, by demographics, February 2014
                                                                                                                                          • Figure 57: Next most popular sources of influence on what parents feed their children, by demographics, February 2014
                                                                                                                                          • Figure 58: Other sources of influence on what parents feed their children, by demographics, February 2014
                                                                                                                                      • Appendix – The Consumer – Attitudes Towards Manufactured Baby Food

                                                                                                                                          • Figure 59: Attitudes towards baby food, February 2014
                                                                                                                                          • Figure 60: Most popular attitudes towards baby food, by demographics, February 2014
                                                                                                                                          • Figure 61: Next most popular attitudes towards baby food, by demographics, February 2014

                                                                                                                                      Companies Covered

                                                                                                                                      • Annabel Karmel
                                                                                                                                      • Apple Computer UK Ltd
                                                                                                                                      • Asda Group Ltd
                                                                                                                                      • Berkshire Hathaway Inc
                                                                                                                                      • Campbell Soup Company
                                                                                                                                      • Cow & Gate
                                                                                                                                      • Danone UK Ltd
                                                                                                                                      • Ella's Kitchen Ltd
                                                                                                                                      • Facebook, Inc.
                                                                                                                                      • Hipp UK Ltd
                                                                                                                                      • HJ Heinz Company UK
                                                                                                                                      • LEGOLAND Windsor Park Ltd
                                                                                                                                      • Little Dish
                                                                                                                                      • Milupa Ltd
                                                                                                                                      • Nestlé UK Ltd
                                                                                                                                      • Nickelodeon Networks
                                                                                                                                      • Plum Baby
                                                                                                                                      • RDA Organic
                                                                                                                                      • Research in Motion Uk Ltd.
                                                                                                                                      • Royal Numico N.V.
                                                                                                                                      • SMA Nutrition
                                                                                                                                      • Soil Association
                                                                                                                                      • Tesco (UK)
                                                                                                                                      • The Hain Celestial Group, Inc.
                                                                                                                                      • Wm Morrison Supermarkets

                                                                                                                                      Baby Food and Drink - UK - April 2014

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