Baby Food and Drink - UK - April 2016
“Homemade food continues to dominate usage, offering parents a cheaper way to feed their child as well as control over ingredients. This poses a threat to the baby food and drink market. Brands and own-labels can play a role in helping self-sufficiency, through sharing their expertise for example in online tutorials. This can position them as empowering parents but also offers a means for them to show how they can help offload some of this burden.”
– Amy Price, Senior Food and Drink Analyst
This report discusses the following key topics:
- An emphasis on convenience should provide a tangible benefit for parents
- Opportunities to add further value to the market
- Sugar remains an issue
Homemade food continues to pose competition to the market; emphasing the emotional benefits that the convenience of baby food offers could serve to grant parents permission to take this shortcut, with a greater number seeing manufactured baby food as more convenient than homemade.
This report includes products manufactured specifically for babies and infants aged primarily under two years, although manufacturers are targeting older infants with commercial products.
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