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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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Table of contents

  1. 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

                                                                                                                                                                                Companies Covered

                                                                                                                                                                                • Apple Computer UK Ltd
                                                                                                                                                                                • Asda Group Ltd
                                                                                                                                                                                • Baby Organix
                                                                                                                                                                                • Berkshire Hathaway Inc
                                                                                                                                                                                • Cow & Gate
                                                                                                                                                                                • Danone UK Ltd
                                                                                                                                                                                • Ella's Kitchen Ltd
                                                                                                                                                                                • Hipp UK Ltd
                                                                                                                                                                                • HJ Heinz Company UK
                                                                                                                                                                                • Little Dish
                                                                                                                                                                                • Milupa Ltd
                                                                                                                                                                                • Nestlé UK Ltd
                                                                                                                                                                                • Ocado
                                                                                                                                                                                • Pfizer Consumer Healthcare (UK)
                                                                                                                                                                                • Royal Numico N.V.
                                                                                                                                                                                • SMA Nutrition
                                                                                                                                                                                • The Hain Celestial Group, Inc.
                                                                                                                                                                                • Waitrose
                                                                                                                                                                                • Walt Disney Company, The
                                                                                                                                                                                • YouTube, Inc.

                                                                                                                                                                                Baby Food and Drink - UK - April 2015

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