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Baby Food and Drink - UK - July 2012

For baby, only the best will do. In the last decade the baby food and drink market has evolved unrecognisably – giving parents greater choice than ever before. As a nation of food lovers, parents want to expose their babies to a wide variety of flavours to develop their palates. As a result, more sophisticated and exotic baby foods are coming onto the market.

Despite cutting costs in other areas, parents remain reluctant to compromise on the quality of the food they give to their little ones. This has insulated the baby food and drink market from the economic downturn more than many other markets, and it has continued to enjoy healthy growth until 2011. The fact that growing numbers of mothers are returning to full-time employment makes the speed and convenience of prepared baby food a necessity in their hectic lives.

However, the rate of value growth has slowed, the market stagnating in volume terms in 2011, as more parents turn to homemade baby food. This is perceived to a safer, cheaper and more controllable alternative to manufactured baby food, affording health-conscious parents greater peace of mind, though some of the switching has been fuelled by cost considerations.

This report looks at the baby food and drink market in 2012, analysing what parents buy for their babies and toddlers, and their attitudes towards these products.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK retail value sales forecast for baby food, milk and drink, 2007-17
            • Market factors
              • Diminished PDI and low consumer confidence boost scratch cooking
                • Figure 2: Trends in usage and non-usage of baby or junior foods, cereals, rusks, yogurt and fromage frais, 2007-11
              • Older mothers aid premiumisation
                • Figure 3: Unstandardised mean age of mothers at live birth, years of age, England and Wales, 1977-2010
              • Birth rates are up
                • Rising numbers of working mums profit the market
                  • Companies, products and innovations
                    • Figure 4: Brand shares in the UK value sales of baby food and finger food, 2011
                  • NPD continues to explore new flavours and formats
                    • The consumer
                      • Cereals and snacks are the most commonly purchased baby food
                        • Figure 5: Types of baby food, drink and milk products bought in the past three years, May 2012
                      • Young mums are the heaviest users of baby milk
                        • Baby juice drinks are in decline
                          • Pouches and plastic tubs attract upmarket shoppers
                            • Under-25s and ABs have the broadest usage repertoire
                              • Figure 6: Repertoire of types of baby food, drink and milk products bought in the past three years, May 2012
                            • Diversity is the spice of life
                              • Figure 7: Attitudes towards baby food, snacks and drinks, May 2012
                            • Upmarket parents are ingredient-conscious and drive demand for organic
                              • Own-label opportunities are ripe
                                • Homemade baby food poses tough competition
                                  • Figure 8: Attitudes towards baby food and snacks, May 2012
                                • Bottles are used by most parents for feeding when out of the house
                                  • Figure 9: Attitudes towards baby milk, May 2012
                                • What we think
                                • Issues in the Market

                                    • Should other supermarkets tap into the own-label baby food and drink market?
                                      • How is the increased number of older mums impacting upon the baby food and drink market?
                                        • How is the increase in breastfeeding affecting the baby milk market?
                                          • In the current economic climate, how important is price?
                                            • How can manufacturers revive the flagging baby drinks market?
                                              • Is there an opportunity to make shopping for baby food and drink easier in the supermarket?
                                              • Future Opportunities

                                                  • Trend: Factory Fear
                                                    • Trend: Sense of the Intense
                                                      • 2015 trend: Access Anything, Anywhere
                                                      • Internal Market Environment

                                                        • Key points
                                                          • Three quarters of maternities initiate breastfeeding
                                                            • Figure 10: Initiation of breastfeeding, England, 2005/06-2011/12
                                                            • Figure 11: Prevalence of breastfeeding at six to eight weeks, England, Q1 2009/10-Q3 2011/12
                                                          • Baby food bucks the negative trend for organic produce
                                                            • Figure 12: Value and year-on-year performance of the UK organic market, by segment, 2010-11
                                                          • The rise of home cooking impacts upon the market
                                                            • Figure 13: Consumers who say they prefer to prepare their meals from scratch, by presence of children, 2007-11
                                                          • Upmarket shoppers have the healthiest intentions
                                                            • Figure 14: Agreement with selected lifestyle statements, by gender, socio-economic group and presence of children, 2011?
                                                          • A nation of foodies
                                                            • Figure 15: Agreement with selected lifestyle statements, by presence of children, 2011?
                                                        • Broader Market Environment

                                                          • Key points
                                                            • Annual birth rates have jumped since 2005
                                                              • Figure 16: Total number of births in the UK, 2005-17
                                                            • Women delaying motherhood
                                                              • Figure 17: Unstandardised mean age of mothers at live birth, years of age, England and Wales, 1977-2010
                                                            • Full-time working mothers will boost baby food market
                                                              • Figure 18: Percentage of women of working age (16-64) in part-time and full-time employment, 1990-2017
                                                            • Milk price and food inflation
                                                              • Figure 19: Index of monthly farmgate milk prices, UK, January 2007- April 2012
                                                          • Strengths and Weaknesses in the Market

                                                            • Strengths
                                                              • Weaknesses
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • The main brands cut back on NPD
                                                                    • Figure 20: New product development in the UK baby food, drink and milk market, by company, 2009-11
                                                                  • Savoury meals outpace desserts in NPD
                                                                    • Figure 21: New product development in the UK baby food, drink and milk market, by product sub-category, 2009-11
                                                                  • NPD growth in the snack market
                                                                    • Baby juice drinks attract more NPD
                                                                      • Upsurge in organic NPD
                                                                        • Figure 22: New product development in the UK baby food, drink and milk market, by claim, 2009-11
                                                                      • Flexible packaging dominates NPD
                                                                        • Figure 23: New product development in the UK baby food, drink and milk market, by packaging, 2009-11
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • The baby and infant goods market is thriving
                                                                          • Figure 24: UK retail value sales of selected babies’ and children’s products, 2007-11
                                                                        • Scratch cooking dents the baby food market
                                                                          • Figure 25: Agreement with statements on cooking habits, by gender, 2011
                                                                        • The breast is best debate continues to bubble away
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Volume sales stagnate
                                                                              • Figure 26: UK retail volume sales of baby food, drink and milk, 2007-17
                                                                            • Volume sales are forecast to ebb away
                                                                              • Figure 27: Total volume forecast for UK retail sales of baby food, milk and drink, 2007-17
                                                                            • Baby food and drink market continues to grow in value
                                                                              • Figure 28: UK retail value sales of baby food, drink and milk, 2007-17
                                                                            • Continued value growth is set to prevail
                                                                              • Figure 29: Total value forecast for UK retail sales of baby food, milk and drink, 2007-17
                                                                            • Factors used in the forecast
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Milk dominates the market
                                                                                  • Figure 30: UK retail value sales of baby food, milk and drink, by sector, 2007-17
                                                                                  • Figure 31: UK retail volume sales of baby food, milk and drink, by sector, 2007-17
                                                                                • Volume sales of baby food have started to decline
                                                                                  • The baby snacks market is booming
                                                                                    • Milk dominates in value terms
                                                                                      • Baby drinks continue to tumble
                                                                                      • Brand Share

                                                                                        • Key points
                                                                                          • Heinz retains its lead in baby food
                                                                                            • Figure 32: Brand shares in the UK value sales of baby food and finger food market, 2009-11
                                                                                          • Heinz buks the negative trend for baby drinks
                                                                                            • Figure 33: Brand shares in the UK value sales of baby drinks market, 2010 and 2011
                                                                                        • Companies and Products

                                                                                          • Heinz
                                                                                            • HiPP Organic
                                                                                              • Danone
                                                                                                • Ella’s Kitchen Organic
                                                                                                  • Organix
                                                                                                    • Plum Baby Organic
                                                                                                      • Little Dish
                                                                                                        • Annabel Karmel
                                                                                                          • SMA First Infant Milk
                                                                                                          • Brand Communication and Promotion

                                                                                                            • Key points
                                                                                                              • Adspend slips slightly from the spike in 2010
                                                                                                                • Figure 34: Baby food and drink, topline adspend, 2007-11
                                                                                                              • Nutricia dominates advertising
                                                                                                                • Figure 35: Main monitored media advertising spend on baby food, by the main advertisers, 2009-12
                                                                                                                • Figure 36: Main monitored media advertising spend on baby food, percentage of total, by the main advertisers, 2009-12
                                                                                                              • TV governs baby food and drink advertising
                                                                                                                • Figure 37: Main monitored media advertising spend on baby food, by media, 2007-12
                                                                                                                • Figure 38: Main monitored media advertising spend on baby food, by percentage of total, by media, 2009-11
                                                                                                            • The Consumer – Usage and Frequency

                                                                                                              • Key points
                                                                                                                • Lapsing use of baby food
                                                                                                                  • Figure 39: Trends in usage and non-usage of baby or junior foods, cereals, rusks, yogurt and fromage frais, 2007-11
                                                                                                                • Reliance on baby milk slides
                                                                                                                  • Figure 40: Trends in frequency of use of baby milk, 2007-11
                                                                                                                • DEs are the heaviest users of bottles
                                                                                                                  • Figure 11: Usage of baby milk in the past 12 months, by gender, age and socio-economic group, 2011
                                                                                                              • The Consumer – Types of Products Bought

                                                                                                                • Key points
                                                                                                                  • Breakfast cereals are the most popular baby food
                                                                                                                      • Figure 41: Types of baby food, drink and milk products bought in the past three years, May 2012
                                                                                                                    • Baby snacks are an upmarket treat
                                                                                                                      • Young mums are the top users of formula
                                                                                                                        • Baby juice drinks
                                                                                                                          • Jar and cans vs. pouches
                                                                                                                            • Figure 42: Consumers who have bought jar ready meals and desserts, canned ready meals and desserts or pouch ready meals and desserts in the last three years, by gender, age and socio-economic group, May 2012
                                                                                                                          • Young mums and ABs go for variety
                                                                                                                            • Figure 43: Repertoire of types of baby food, drink and milk products bought in the past three years, May 2012
                                                                                                                        • The Consumer – Attitudes Towards Baby Food, Snacks and Drinks

                                                                                                                          • Key points
                                                                                                                            • Developing taste is a top concern
                                                                                                                              • Figure 44: Attitudes towards baby food, snacks and drinks, by gender, May 2012
                                                                                                                            • Over-35s and AB parents are most ingredient-savvy
                                                                                                                              • Older mums have concerns over baby juice drinks
                                                                                                                                • Price is more of an issue for mums than dads
                                                                                                                                  • ABs place their trust in organic
                                                                                                                                    • Figure 45: Consumers who trust organic baby food more than non-organic baby food and those who trust branded baby food more than retailer own-label, by demographics, May 2012
                                                                                                                                  • Only one in four trust branded over own-label
                                                                                                                                    • Young parents have the biggest interest in frozen baby food
                                                                                                                                      • The impact of reviews is minimal
                                                                                                                                      • The Consumer – Attitudes towards Baby Food and Snacks

                                                                                                                                        • Key points
                                                                                                                                          • Enjoyment at mealtimes is a top concern
                                                                                                                                            • Figure 46: Attitudes towards baby food and snacks, by gender, May 2012
                                                                                                                                          • ABs are the biggest fans of home-cooked baby food
                                                                                                                                            • Figure 47: Consumers who think baby food is safer than manufactured, those who like to make baby food at home so they can control the ingredients and those who are making more home-cooked baby/toddler food to save money, by gender, age and socio-economic group, May 2012
                                                                                                                                          • Demand for fresh baby food
                                                                                                                                            • Parents question the nutritional balance
                                                                                                                                            • The Consumer – Attitudes Towards Baby Milk

                                                                                                                                              • Key points
                                                                                                                                                • Bottles are appealing for on-the-go feeding
                                                                                                                                                  • Figure 48: Attitudes towards baby milk, by gender, May 2012
                                                                                                                                                • Cow’s milk vs formula
                                                                                                                                                  • Conflicting information can be confusing
                                                                                                                                                    • Cost of formula milk deters those on low incomes
                                                                                                                                                    • The Consumer – Target Groups

                                                                                                                                                      • Key points
                                                                                                                                                          • Figure 49: Target groups for baby food and drink
                                                                                                                                                        • Brand-led (12%)
                                                                                                                                                          • Money-saving (18%)
                                                                                                                                                            • Ingredient-savvy (16%)
                                                                                                                                                              • Disengaged (42%)
                                                                                                                                                                • Figure 50: Disengaged parents, by demographics, May 2012
                                                                                                                                                              • Variety-seekers (11%)
                                                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                                                  • Figure 51: Agreement with lifestyle statements, by demographics, 2011
                                                                                                                                                                  • Figure 52: Agreement with lifestyle statements, by demographics, 2011
                                                                                                                                                              • Appendix – Usage and Frequency

                                                                                                                                                                  • Figure 53: Usage of baby or junior foods, cereals, rusks, yogurt and fromage frais, by demographics, 2011
                                                                                                                                                                  • Figure 54: Usage of baby milk in the past 12 months, by demographics, 2011
                                                                                                                                                              • Appendix – The Consumer – Types of Products Bought

                                                                                                                                                                  • Figure 55: Most popular types of baby food, drink and milk products bought in the past three years, by demographics, May 2012
                                                                                                                                                                  • Figure 56: Next most popular types of baby food, drink and milk products bought in the past three years, by demographics, May 2012
                                                                                                                                                                  • Figure 57: Attitudes towards baby milk, by most popular types of baby food, drink and milk products bought in the past three years, May 2012
                                                                                                                                                                  • Figure 58: Attitudes towards baby milk, by next most popular types of baby food, drink and milk products bought in the past three years, May 2012
                                                                                                                                                                  • Figure 59: Repertoire of types of baby food, drink and milk products bought in the past three years, by demographics, May 2012
                                                                                                                                                              • Appendix – The Consumer – Attitudes towards Baby Food, Snacks and Drinks

                                                                                                                                                                  • Figure 60: Most popular attitudes towards baby food, snacks and drinks, by demographics, May 2012
                                                                                                                                                                  • Figure 61: Next most popular attitudes towards baby food, snacks and drinks, by demographics, May 2012
                                                                                                                                                                  • Figure 62: Attitudes towards baby food, snacks and drinks, by most popular types of baby food, drink and milk products bought in the past three years, May 2012
                                                                                                                                                                  • Figure 63: Attitudes towards baby food, snacks and drinks, by next most popular types of baby food, drink and milk products bought in the past three years, May 2012
                                                                                                                                                                  • Figure 64: Agreement with lifestyle statements, by demographics, 2011
                                                                                                                                                              • Appendix – The Consumer – Attitudes towards Baby Food and Snacks

                                                                                                                                                                  • Figure 65: Most popular attitudes towards baby food and snacks, by demographics, May 2012
                                                                                                                                                                  • Figure 66: Next most popular attitudes towards baby food and snacks, by demographics, May 2012
                                                                                                                                                              • Appendix – The Consumer – Attitudes towards Baby Milk

                                                                                                                                                                  • Figure 67: Attitudes towards baby milk, by demographics, May 2012
                                                                                                                                                              • Appendix – Target Groups

                                                                                                                                                                  • Figure 68: Target groups, by demographics, May 2012
                                                                                                                                                                  • Figure 69: Number of children, by Target Groups, May 2012
                                                                                                                                                                  • Figure 70: Types of baby food, drink and milk products bought in the past three years, by target groups, May 2012
                                                                                                                                                                  • Figure 71: Attitudes towards baby food, snacks and drinks, by target groups, May 2012
                                                                                                                                                                  • Figure 72: Attitudes towards baby food and snacks, by target groups, May 2012
                                                                                                                                                                  • Figure 73: Attitudes towards baby milk, by target groups, May 2012

                                                                                                                                                              Companies Covered

                                                                                                                                                              • Alliance Boots UK Retail
                                                                                                                                                              • Amazon.co.uk
                                                                                                                                                              • Annabel Karmel
                                                                                                                                                              • Asda Group Ltd
                                                                                                                                                              • Baby Organix
                                                                                                                                                              • Cow & Gate
                                                                                                                                                              • Danone UK Ltd
                                                                                                                                                              • Ella's Kitchen Ltd
                                                                                                                                                              • Food Standards Agency
                                                                                                                                                              • Hipp UK Ltd
                                                                                                                                                              • HJ Heinz Company UK
                                                                                                                                                              • J. Sainsbury
                                                                                                                                                              • Little Dish
                                                                                                                                                              • Nestlé UK Ltd
                                                                                                                                                              • Plum Baby
                                                                                                                                                              • SMA Nutrition
                                                                                                                                                              • Tesco Plc
                                                                                                                                                              • Wm Morrison Supermarkets
                                                                                                                                                              • YouTube, Inc.

                                                                                                                                                              Baby Food and Drink - UK - July 2012

                                                                                                                                                              £1,995.00 (Excl.Tax)