Baby Food and Drink - UK - April 2015
“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.”
– Colette Warren, Food and Drink Analyst
This report looks at the following areas:
- Scope to boost the appeal of manufactured baby/toddler food by harnessing the healthy connotations of the product
- Flavours in stages offer strong potential
- Opportunities to grow purchasing of baby food in the online channel
The UK baby food, drink and milk market was hit by the decline in the number of births in 2013, contributing to the 3% decline in volume sales over 2013-14. Meanwhile, rising prices have fuelled value growth ahead of volumes, translating into a small growth over 2013-14, putting the market’s total value at over six hundred million in 2014.
It is predicted that there will be a further decline in the number of births over the 2014-19 period. This poses a challenge for the category, as does the ongoing competition manufactured baby food faces from homemade versions, with this the preferred option for most parents over manufactured baby food.
Brands could benefit from giving parents added help and reassurance by referencing more actively on-pack all the nutritional qualities the product has to offer, acknowledging key nutrients such as protein, calcium and carbohydrates. When possible, brands should state when the product is high in a particular nutrient.
There is scope for baby/toddler snacks to extend usage past 36 months as quarter of parents think baby/toddler snacks are a good choice for older children. Positioning baby snacks as suitable for older children has the potential to give this segment a greater shopping basket share and will also help brands to overcome the short window of opportunity that manufactured baby foods typically face in terms of usage.
This report includes products manufactured specifically for babies and infants aged primarily under 2 years, although manufacturers are targeting older infants with commercial products.
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