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Baby Food and Drink - UK - June 2011

This market research report covers the baby food, drink and milk market in the UK. It provides an in-depth analysis of the baby food industry including the baby food market share and market size. Baby food and drink brands are really attaining the trust of parents as only 22% with children under 1 do not use manufactured baby drinks and foods. The baby food market growth stands at around 7% year on year in the UK.

This report covers the baby food, baby drink and baby milk market and discusses current challenges and opportunities in the market. Some factors discussed include:

  • 59% of new mothers aged 35-39 are more likely to be financially secure and less discerning. There is opportunity to create new bespoke and premium baby food products to appeal to this market.
  • The baby milk market could increase their penetration by expanding the lifespan of their product usage. 62% of parents with children between 1 and 4 are light baby milk users, usage among this demographic could be increased by new product development including follow on products which provide a healthier or more nutritional alternative to fruit based drinks.
  • UK birth rates are predicted to grow again in 2014, creating an upsurge in demand. Sales could be energised by sustaining new innovation within the baby food and baby milk market in the coming years.
  • Nearly 65% of parents with children under 1 would like to try new baby food products and drinks. Improving the diversity of different and innovative baby products could increase penetration among this group.
  • Busy parents who are likely to eat on the move could be targeted by combining baby food options into meal deals. Rusks and baby biscuits made up 15% of new baby product development in 2010 which is a 100% increase on the previous year, demonstrating clear growth potential.
  • The 54% of parents who regularly cook could be persuaded to purchase manufactured products by marketing the freshness and natural nature of ingredients in baby food products.

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Table of contents

  1. Introduction

    • Definition
    • Executive Summary

        • The market
          • Figure 1: Total value forecast for baby food, milk and drinks, 2006-16
        • Market factors
          • Companies, products and innovations
            • Figure 2: Baby food brand market share, 2009-10
            • Figure 3: Baby drinks brand market share, 2009-10
          • The consumer
            • Figure 4: Trends in frequency of use of baby or junior foods, cereals, rusks, yogurt and fromage frais (all users), 2006-10
          • What we think
          • Issues in the Market

              • How can manufacturers drive usage?
                • Will the increased number of older mums prove beneficial to the market?
                  • Will the big, multinational baby food companies continue to be inspired by smaller, premium brands?
                    • To what extent does the baby food, milk and drink market rely on organic certification?
                    • Future Opportunities

                        • Influentials
                          • Cool Vending
                          • Internal Market Environment

                            • Key points
                              • An increasing number of women initiate breastfeeding at six to eight weeks
                                • Figure 5: Initiation of breastfeeding at six to eight weeks, England, 2005/06-2010/11
                                • Figure 6: Prevalence of breastfeeding at six to eight weeks, England, Q1 2009/10-Q3 2010/11
                              • New research contradicts WHO recommendations, threatening to cause confusion among consumers
                                • Baby food is immune to organic’s sales slump
                                  • Figure 7: Product share of the UK organic market, 2009-10
                                • Childhood obesity remains a key issue
                                  • Figure 8: Number of boys and girls aged 2-10 who are overweight, including obese, 2003-09
                              • Broader Market Environment

                                • Key points
                                  • Figure 9: Number of births, UK, 2005-15
                                • Birth rate continues to slide
                                  • Figure 10: Trends in the age structure of the UK population (0-4-year-olds), 2006-16
                                • Women are leaving it later to have children
                                  • Figure 11: Mean age of mothers at live birth, England and Wales, 1979-2009
                                  • Figure 12: Fertility rates in the UK among 35-39-year-old mothers at childbirth, 1999-2009
                                • Milk prices and overall food inflation continue to rise
                                • Competitive Context

                                  • Key points
                                    • Baby equipment market is booming
                                      • Figure 13: UK value sales of selected baby and infant goods, 2005-10
                                    • Scratch cooking and breastfeeding provide market competition
                                      • Figure 14: Trends in agreement with selected lifestyle statements, 2007-10
                                  • Strengths and Weaknesses

                                    • Strengths
                                      • Weaknesses
                                      • Who’s Innovating?

                                        • Key points
                                          • Smaller companies bring the NPD buzz
                                            • Figure 15: New product development, by company, 2009 and 2010
                                          • Big brand trio hit back
                                            • On-the-go snacks attract more NPD
                                              • Figure 16: New product development, by product category, 2008-10
                                            • Snacking influences packaging trends
                                              • Figure 17: New product development, by packaging, 2008-10
                                            • Rate of NPD in juices and drinks dwindles
                                              • Figure 18: New product development, by product category, 2008-10
                                            • Age range of baby food and drink is extended
                                              • Asda brings own-label into the mix
                                              • Market Size and Forecast

                                                • Key points
                                                  • Baby market is blossoming
                                                    • Figure 19: Value sales for baby food, drinks and milk, 2005-16
                                                  • Market must innovate to meet birth rate challenge
                                                    • Baby drinks set to suffer but food and milk remain buoyant
                                                      • Baby food, drinks and milk market forecast
                                                        • Figure 20: Total value forecast for baby food, milk and drinks, 2006-16
                                                    • Segment Performance

                                                      • Key points
                                                        • Figure 21: UK retail value sales of baby food, milk and drinks, by sector, 2006-10
                                                      • Baby food is on the up
                                                        • Milk shows no sign of slowing
                                                          • Figure 22: Value sales for baby milk, 2006-10
                                                        • Baby drinks continue to slide
                                                          • Figure 23: Value sales for baby drinks, 2006-10
                                                      • Market Share

                                                        • Key points
                                                          • Nutricia hot on Heinz’ heels
                                                            • Figure 24: Baby food brand market share, 2009 and 2010
                                                          • Baby drinks remain challenging – could tea be the answer?
                                                            • Figure 25: Baby drinks brand market share, 2009 and 2010
                                                        • Brand Communication and Promotion

                                                          • Key points
                                                            • Advertising spend rebounds
                                                              • Figure 26: Baby food and drink, topline spend, 2006-10
                                                              • Figure 27: Identified spend, by company, 2009 and 2010
                                                            • Follow-on milk steals the advertising limelight but courts controversy
                                                              • TV remains the media of choice
                                                                • Figure 28: Spend, by media type, 2008-10
                                                            • Companies and Products

                                                              • Annabel Karmel
                                                                  • Figure 29: Examples of new products launched by Annabel Karmel, May 2009-March 2011
                                                                • Cow & Gate
                                                                    • Figure 30: Examples of new products launched by Cow & Gate, May 2009-March 2011
                                                                  • Ella’s Kitchen Organic
                                                                      • Figure 31: Examples of new products launched by Ella’s Kitchen Organic, May 2009-March 2011
                                                                    • Heinz
                                                                        • Figure 32: Examples of products launched by Heinz in the baby foods market, May 2009-March 2011
                                                                      • HiPP Organic
                                                                          • Figure 33: Examples of new products launched by HiPP Organic, May 2009-March 2011
                                                                        • Little Dish
                                                                            • Figure 34: New products launched by Little Dish in the baby food and drink market, May 2009-March 2011
                                                                          • Organix
                                                                              • Figure 35: Examples of new products launched by Organix, May 2009-March 2011
                                                                            • Plum Baby Organic
                                                                                • Figure 36: Examples of new products launched by Plum Baby Organic, May 2009-March 2011
                                                                              • SMA First Infant Milk
                                                                                  • Figure 37: New products launched by SMA Nutrition in the baby food and drink market, May 2009-March 2011
                                                                                • Asda
                                                                                  • Morrisons
                                                                                    • Sainsbury’s
                                                                                      • Tesco
                                                                                      • The Consumer – Usage and Frequency

                                                                                        • Key points
                                                                                          • Modest rise in baby food users
                                                                                            • Figure 38: Trends in frequency of use of baby or junior foods, cereals, rusks, yogurt and fromage frais (all users), 2006-10
                                                                                            • Figure 39: Frequency of use of baby or junior foods, cereals, rusks, yogurt and fromage frais, by weight of usage, 2010
                                                                                          • Younger mums are more likely to choose bottle over breast
                                                                                            • Figure 40: Trends in frequency of use of baby milk, 2006-10
                                                                                          • Home-cooked baby food still hot competition
                                                                                          • The Consumer – Attitudes

                                                                                            • Key points
                                                                                              • Younger parents have adventurous appetites
                                                                                                • Figure 41: Agreement with selected lifestyle statements, 2010
                                                                                              • As families grow, healthy intentions diminish...
                                                                                                • Figure 42: Agreement with selected lifestyle statements, by presence of children, 2010
                                                                                              • ...and younger parents are more optimistic about genetically modified (GM) food
                                                                                              • Target Groups – 0-2-year-olds

                                                                                                • Key points
                                                                                                  • Baby food is used only lightly
                                                                                                    • Figure 43: Frequency of use of baby or junior foods, cereals, rusks, yogurt and fromage frais – parents of 0-2-year-olds, by weight of usage, 2010
                                                                                                  • Baby milk is popular among younger mums
                                                                                                    • Who are they?
                                                                                                    • Target Groups – 3-5-year-olds

                                                                                                      • Key points
                                                                                                        • Price savvy foodies are cooking from scratch
                                                                                                          • Figure 44: Trends in agreement with selected lifestyle statements – parents of 3-5-year-olds, 2007-10
                                                                                                        • Who are they?
                                                                                                          • Baby milk divides opinion among parents of toddlers
                                                                                                          • Appendix – Internal Market Environment

                                                                                                              • Figure 45: Initiation of breastfeeding at six to eight weeks, England, 2005/06-2010/11
                                                                                                              • Figure 46: Initiation of breastfeeding at six to eight weeks, England, 2005/06-2010/11
                                                                                                              • Figure 47: Prevalence of breastfeeding at six to eight weeks, England, Q1 2008/09-Q3 2010/11
                                                                                                              • Figure 48: Prevalence of breastfeeding at six to eight weeks, England, Q1 2009/10-Q3 2010/11
                                                                                                              • Figure 49: Product share of the UK organic market, 2009-10
                                                                                                              • Figure 50: Number of boys and girls aged 2-10 who are overweight, including obese, 2003-09
                                                                                                          • Appendix – Broader Market Environment

                                                                                                              • Figure 51: Fertility rates in the UK, by age of mother at childbirth, 1999-2009
                                                                                                              • Figure 52: Female working population, 2005-15
                                                                                                              • Figure 53: CPI: Food, alcoholic beverages & tobacco breakdown: 1996-2003
                                                                                                              • Figure 54: Food, alcoholic beverages & tobacco breakdown: 2004-10
                                                                                                              • Figure 55: Number of births, UK, 2005-15
                                                                                                              • Figure 56: Unstandardised mean age of mothers at live birth, England and Wales, 1979-2009
                                                                                                          • Appendix – Competitive Context

                                                                                                              • Figure 57: UK value sales of selected baby and infant goods, 2005-10
                                                                                                          • Appendix – Who’s Innovating?

                                                                                                              • Figure 58: New product development, by company, 2008-11*
                                                                                                              • Figure 59: New product development, by packaging, 2008-11*
                                                                                                              • Figure 60: New product development, by product category, 2008-11*
                                                                                                          • Appendix – Market Size and Forecast

                                                                                                              • Figure 61: UK retail value sales for baby food, milk and drinks, at current and constant prices, 2005-16
                                                                                                              • Figure 62: UK retail value sales for baby food, milk and drinks, at current prices, 2006-16
                                                                                                              • Figure 63: UK retail value sales for baby food, at current and constant prices, 2006-16
                                                                                                              • Figure 64: Value sales for baby food, 2006-2016
                                                                                                              • Figure 65: UK retail value sales for baby milk, at current and constant prices, 2006-16
                                                                                                              • Figure 66: Value sales for baby milk, 2006-2016
                                                                                                              • Figure 67: UK retail value sales for baby drinks, at current Prices, 2006-16
                                                                                                              • Figure 68: Value sales for baby drinks, 2006-2016
                                                                                                              • Figure 69: Forecast of UK retail sales of baby food, milk and drinks, best and worst case forecast, by value, 2011-16
                                                                                                          • Appendix – Segment Performance

                                                                                                              • Figure 70: UK retail value sales of baby food, milk and drink, by sector, 2006-10
                                                                                                          • Appendix – Market Share

                                                                                                              • Figure 71: Baby food brand market share, 2009 and 2010
                                                                                                          • Appendix – Brand Communication and Promotion

                                                                                                              • Figure 72: Topline spend, 2006-10
                                                                                                              • Figure 73: Spend, by media type, 2008-10
                                                                                                              • Figure 74: Spend, by company, 2008-10
                                                                                                              • Figure 75: Top 20 brands, by adspend, 2010
                                                                                                              • Figure 76: Average monthly ad spend as a percentage of annual ad spend
                                                                                                          • Appendix – The Consumer

                                                                                                              • Figure 77: Frequency of use of baby or junior foods, cereals, rusks, yogurt and fromage frais, by demographics, 2010
                                                                                                              • Figure 78: Frequency of use of baby milk, by demographics, 2010
                                                                                                              • Figure 79: Agreement with selected lifestyle statements, by demographics, 2010
                                                                                                              • Figure 80: Agreement with selected lifestyle statements, by demographics, 2010
                                                                                                              • Figure 81: Agreement with selected lifestyle statements, by demographics, 2010
                                                                                                          • Appendix – Target Groups

                                                                                                              • Figure 82: Trends in frequency of use of baby or junior foods, cereals, rusks, yogurt and fromage frais, 2006-10
                                                                                                              • Figure 83: Trends in frequency of use of baby milk, 2006-10
                                                                                                              • Figure 84: Trends in agreement with selected lifestyle statements, 2006-10
                                                                                                              • Figure 85: Frequency of use of baby or junior foods, cereals, rusks, yogurt and fromage frais – parents of 0-2-year-olds, by demographics, 2010
                                                                                                              • Figure 86: Frequency of use of baby milk – parents of 0-2-year-olds, by demographics, 2010
                                                                                                              • Figure 87: Agreement with selected lifestyle statements – parents of 0-2-year-olds, by demographics, 2010
                                                                                                              • Figure 88: Agreement with selected lifestyle statements – parents of 0-2-year-olds, by demographics, 2010 (cont)
                                                                                                              • Figure 89: Agreement with selected lifestyle statements – parents of 0-2-year-olds, by demographics, 2010 (cont)
                                                                                                              • Figure 90: Agreement with selected lifestyle statements – parents of 0-2-year-olds, by demographics, 2010 (cont)
                                                                                                              • Figure 91: Trends in frequency of use of baby or junior foods, cereals, rusks, yogurt and fromage frais, 2006-10
                                                                                                              • Figure 92: Trends in frequency of use of baby milk, 2006-10
                                                                                                              • Figure 93: Trends in agreement with selected lifestyle statements, 2006-10
                                                                                                              • Figure 94: Frequency of use of baby or junior foods, cereals, rusks, yogurt and fromage frais – parents of 3-5-year-olds, by demographics, 2010
                                                                                                              • Figure 95: Frequency of use of baby milk – parents of 3-5-year-olds, by demographics, 2010
                                                                                                              • Figure 96: Agreement with selected lifestyle statements – parents of 3-5-year-olds, by demographics, 2010
                                                                                                              • Figure 97: Agreement with selected lifestyle statements – parents of 3-5-year-olds, by demographics, 2010 (cont)
                                                                                                              • Figure 98: Agreement with selected lifestyle statements – parents of 3-5-year-olds, by demographics, 2010 (cont)
                                                                                                              • Figure 99: Agreement with selected lifestyle statements – parents of 3-5-year-olds, by demographics, 2010 (cont)

                                                                                                          Companies Covered

                                                                                                          • Advertising Standards Authority
                                                                                                          • Asda Group Ltd
                                                                                                          • Audit Bureau of Circulations
                                                                                                          • British Retail Consortium
                                                                                                          • Britvic Soft Drinks
                                                                                                          • Cow & Gate
                                                                                                          • Ella's Kitchen Ltd
                                                                                                          • Hipp UK Ltd
                                                                                                          • HJ Heinz Company UK
                                                                                                          • J. Sainsbury
                                                                                                          • Kettle Foods Ltd
                                                                                                          • Mamas & Papas Ltd
                                                                                                          • Ocado Ltd
                                                                                                          • Organix Brands Ltd
                                                                                                          • Peter Rabbit Organics
                                                                                                          • Plum Baby
                                                                                                          • SMA Nutrition
                                                                                                          • Soil Association
                                                                                                          • Tesco Plc
                                                                                                          • Waitrose
                                                                                                          • Wm Morrison Supermarkets
                                                                                                          • World Health Organization

                                                                                                          Baby Food and Drink - UK - June 2011

                                                                                                          £1,995.00 (Excl.Tax)