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Baby Food and Drink - UK - March 2019

Covered in this report

This report includes products manufactured specifically for babies and infants aged primarily under 2 years, although manufacturers are targeting older infants with commercial products. The report covers:

  • Milks, including liquid ready-to-feed (RTF) products
  • Meals and desserts (wet and dry, including cereals and dairybased)
  • Baby drinks
  • Finger foods, including rusks, extruded snacks, baby rice cakes, biscuits and fruit snacks

Baby drinks include ready-to-drink (RTD) liquids, which are generally presented in plastic bottles for decanting into a feeding bottle or beaker, as well as concentrates and powdered granulated drinks, for dilution with water.

“Nowadays, companies are expected to do the right thing and caring about the environment is on the priority list. A focus on steps to address concerns over the environmental impact of packaging will ensure that more environmentally-conscious parents continue to buy into the baby food and drink category.”
- Amy Price, Senior Food and Drink Analyst

This report will cover the following areas:

  • Parents are concerned about the environmental impact of packaging
  • Strong interest from parents in guidance on calories
  • Calls for greater choice at foodservice venues

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • The market
            • Value and volume sales decline in 2018
              • Figure 1: Forecast of UK value sales of baby food, drink and milk, 2013-23
            • Milk continues to dominate market, wet and dry food sales fall
              • Figure 2: Retail value sales of baby food, drink and milk, by segment, 2016-18
            • Fall in birth rate accelerates, age of mothers climbs
              • Government publishes new guidance on feeding babies
                • Companies and brands
                  • Aptamil leads in milk, despite decline in sales
                    • Ella’s Kitchen sees sales slow in baby food, own-label leaping ahead
                      • Figure 3: Leading brands’ shares in the UK wet and dry baby food market, by value, 2018*
                    • Kiddylicious and Ella’s Kitchen chase Organix in finger foods and snacks market
                      • Own-label launch activity picks up in 2018
                        • Snacks are a key focus of NPD
                          • NPD taps into on-trend flavours and superfoods and grains
                            • Adspend bounces back in 2018
                              • The consumer
                                • Homemade food remains the most popular
                                  • Figure 4: Usage of baby food and drink, by type, December 2018
                                • Sugar is the top factor considered by parents when buying food and snacks
                                  • Figure 5: Factors influencing choice of baby food and snacks, December 2018
                                • Added benefits is the most popular factor when buying baby milk
                                  • Figure 6: Factors influencing choice of baby/toddler milk, December 2018
                                • Parents want elements of control
                                  • Figure 7: Attitudes towards baby food and drink, December 2018
                                • Homemade food scores well on being healthy, tasty and inexpensive
                                  • Figure 8: Correspondence Analysis, December 2018
                                • What we think
                                • Issues and Insights

                                  • Parents are concerned about the environmental impact of packaging
                                    • The facts
                                      • The implications
                                        • Strong interest from parents in guidance on calories
                                          • The facts
                                            • The implications
                                              • Calls for greater choice at foodservice venues
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • Value and volume sales decline in 2018
                                                      • Rising growth will fuel value growth ahead, with volumes falling
                                                        • Milk continues to dominate market, wet and dry food sales fall
                                                          • Fall in birth rate accelerates, age of mothers climbs
                                                            • Government publishes new guidance on feeding babies
                                                            • Market Size and Forecast

                                                              • Value sales decline in 2018
                                                                • Further decline in volumes in 2018
                                                                  • Figure 9: UK retail sales of baby food, drink and milk, by value and volume, 2013-23
                                                                • The future
                                                                  • Price rises will fuel value growth
                                                                    • Decline in birth rate will dampen volumes
                                                                      • Popularity of homemade baby food dents demand
                                                                        • Figure 10: Forecast of UK value sales of baby food, drink and milk, 2013-23
                                                                      • Forecast methodology
                                                                      • Market Segmentation

                                                                        • Milk continues to dominate market, despite fall in sales
                                                                          • Figure 11: Retail value and volume sales of baby food, drink and milk, by segment, 2016-18
                                                                        • Food suffers worst decline
                                                                          • Finger foods buck market trend seeing sales rise
                                                                            • Drinks see ongoing decline
                                                                            • Market Drivers

                                                                              • Fall in birth rate accelerates
                                                                                • Figure 12: Live births in England and Wales, 2013-17
                                                                                • Figure 13: Live births in England and Wales, by area of residence of mother, 2017
                                                                              • Decline in 0-4s could adversely impact the market
                                                                                • Figure 14: Change in age structure of the UK population, 2013-18 and 2018-23
                                                                              • Breastfeeding rates fall
                                                                                • Government publishes new guidance on feeding babies
                                                                                  • Real incomes are rising
                                                                                    • Figure 15: Annual percentage change in CPI and AWE (regular pay), by month, January 2012-November 2018
                                                                                • Companies and Brands – What You Need to Know

                                                                                  • Aptamil leads in milk, despite decline in sales
                                                                                    • Ella’s Kitchen sees sales slow in baby food, own-label leaping ahead
                                                                                      • Kiddylicious and Ella’s Kitchen chase Organix in finger foods and snacks market
                                                                                        • Own-label launch activity picks up in 2018
                                                                                          • Snacks are a key focus of NPD
                                                                                            • NPD taps into on-trend flavours and superfoods and grains
                                                                                              • Adspend bounces back in 2018
                                                                                              • Market Share

                                                                                                • Aptamil leads in milk, despite decline in sales
                                                                                                  • Hipp and Alpro grow sales
                                                                                                    • Own-label options could grow
                                                                                                      • Figure 16: Leading brands’ sales and shares in the UK baby milk market, by value and volume, 2015/16-2017/18
                                                                                                    • Ella’s Kitchen sees sales slow year-on-year in baby food
                                                                                                      • Heinz and Hipp struggle
                                                                                                        • Little Dish and Annabel Karmel perform well
                                                                                                          • Own-label sees impressive growth
                                                                                                            • Figure 17: Leading brands’ sales and shares in the UK wet and dry baby food market, by value and volume, 2015/16-2017/18
                                                                                                          • Kiddylicious and Ella’s Kitchen chase Organix in finger foods and snacks market
                                                                                                              • Figure 18: Leading brands’ sales and shares in the UK baby finger foods and snacks market, by value and volume, 2015/16-2017/18
                                                                                                            • Heinz remains the leading brand in the suffering baby drinks market
                                                                                                              • Figure 19: Leading brands’ sales and shares in the UK baby drinks market, by value and volume, 2015/16-2017/18
                                                                                                          • Start-ups and Disruptors – Case Study – Bellota Baby

                                                                                                            • Company overview
                                                                                                              • What is it?
                                                                                                                • Founded
                                                                                                                  • Company mission statement
                                                                                                                    • Founder’s story
                                                                                                                      • Mintel analyst view
                                                                                                                        • Mintel Trends
                                                                                                                          • Why it could succeed
                                                                                                                            • Why it could fail
                                                                                                                              • The verdict
                                                                                                                                • Product information
                                                                                                                                  • Figure 20: Bellota Baby, 2019
                                                                                                                                • Media profile
                                                                                                                                  • Social media metrics
                                                                                                                                    • Figure 21: Social media metrics for Bellota Baby as of February 2019
                                                                                                                                  • The brand’s view
                                                                                                                                    • Revenue in the last year (as of 1st December 2018)
                                                                                                                                      • Sources of funding and support
                                                                                                                                        • Target audience
                                                                                                                                          • What consumer needs does the range meet?
                                                                                                                                            • Product stockists
                                                                                                                                              • Looking to the future
                                                                                                                                              • Start-ups and Disruptors – Case Study – Little Tummy

                                                                                                                                                • Company overview
                                                                                                                                                  • What is it?
                                                                                                                                                    • Founded
                                                                                                                                                      • Company mission statement
                                                                                                                                                        • Founders’ story
                                                                                                                                                          • Mintel analyst view
                                                                                                                                                            • Mintel Trends
                                                                                                                                                              • Why it could succeed
                                                                                                                                                                • Why it could fail
                                                                                                                                                                  • The verdict
                                                                                                                                                                    • Product information
                                                                                                                                                                      • Figure 22: Little Tummy, February 2019
                                                                                                                                                                    • Media profile
                                                                                                                                                                      • Social media metrics
                                                                                                                                                                        • Figure 23: Social media metrics for Little Tummy as of February 2019
                                                                                                                                                                      • The brand’s view
                                                                                                                                                                        • Sources of funding and support
                                                                                                                                                                          • Target audience
                                                                                                                                                                            • What consumer needs does the range meet?
                                                                                                                                                                              • Product stockists
                                                                                                                                                                                • Looking to the future
                                                                                                                                                                                • Start-ups and Disruptors Case Study – Ratatouie

                                                                                                                                                                                  • Company overview
                                                                                                                                                                                    • What is it?
                                                                                                                                                                                      • Founded
                                                                                                                                                                                        • Company mission statement
                                                                                                                                                                                          • Founders story
                                                                                                                                                                                            • Mintel analyst view
                                                                                                                                                                                              • Mintel Trends
                                                                                                                                                                                                • Why it could succeed
                                                                                                                                                                                                  • Why it could fail
                                                                                                                                                                                                    • The verdict
                                                                                                                                                                                                      • Product information
                                                                                                                                                                                                        • Media profile
                                                                                                                                                                                                          • Social media metrics
                                                                                                                                                                                                            • Figure 24: Social media metrics for Ratatouie as of March 2019
                                                                                                                                                                                                          • The brand’s view
                                                                                                                                                                                                            • Sources of funding and support
                                                                                                                                                                                                              • Target audience
                                                                                                                                                                                                                • What consumer needs does the range meet?
                                                                                                                                                                                                                  • Product stockists
                                                                                                                                                                                                                    • Looking to the future
                                                                                                                                                                                                                    • Launch Activity and Innovation

                                                                                                                                                                                                                      • 2018 sees a rise in launch activity, with savoury meals leading the way
                                                                                                                                                                                                                        • Heinz launches tubs
                                                                                                                                                                                                                          • Figure 25: Heinz moves into cartons within meals, 2018
                                                                                                                                                                                                                        • Little Bistro extends range
                                                                                                                                                                                                                          • Figure 26: Little Bistro expands range, 2018
                                                                                                                                                                                                                        • Hipp launches new brand positioning
                                                                                                                                                                                                                          • Figure 27: Hipp repackages pouches, 2018
                                                                                                                                                                                                                        • Cow & Gate launches microwaveable meals to be eaten straight from the bowl
                                                                                                                                                                                                                          • Danone leads NPD with milk ranges
                                                                                                                                                                                                                            • Figure 28: Share of new product launches within the UK baby food, drink and milk market, by company, 2014-18
                                                                                                                                                                                                                            • Figure 29: Aptamil unveils new look packaging in 2018
                                                                                                                                                                                                                          • Arla brings organic formula milk brand Baby & Me to the UK
                                                                                                                                                                                                                            • Global milk brands reference lack of palm oil as an ingredient
                                                                                                                                                                                                                              • Figure 30: Global baby milk brands reference absence of palm oil as an ingredient, 2018-19
                                                                                                                                                                                                                            • Ella’s enters frozen category targeting big kids
                                                                                                                                                                                                                              • Figure 31: Ella’s Kitchen targets older children with Big Kids launch, 2018
                                                                                                                                                                                                                            • Kiddylicious launches RTE porridge range
                                                                                                                                                                                                                              • Figure 32: Kiddylicious introduces RTE porridge, 2018
                                                                                                                                                                                                                              • Figure 33: Perception map of attribute performance of Kiddylicious Oaty Porridge with Blueberries in comparison to baby cereals among UK consumers, January 2017-Februiary 2019
                                                                                                                                                                                                                            • Snacks are a key focus of NPD
                                                                                                                                                                                                                              • Kiddylicious looks to on-trend ingredients
                                                                                                                                                                                                                                • Figure 34: Kiddylicious looks to on-trend ingredients in snacking, 2018
                                                                                                                                                                                                                              • Organix explores new pack sizes
                                                                                                                                                                                                                                • Figure 35: Organix unveils NPD, 2018
                                                                                                                                                                                                                              • Organix launches first ambient dairy snack
                                                                                                                                                                                                                                • Piccolo launches Mighty Squeeze snacks in pouches …
                                                                                                                                                                                                                                  • Figure 36: Piccolo launches Mighty Squeeze snack range in pouches, 2018
                                                                                                                                                                                                                                  • Figure 37: Perception map of attribute performance of Piccolo mighty squeeze snack in comparison to baby fruit pouches, desserts and yogurts among UK consumers, January 2017-Februiary 2019
                                                                                                                                                                                                                                • … and branches into teething
                                                                                                                                                                                                                                  • Figure 38: Piccolo launches teething wafers, 2018
                                                                                                                                                                                                                                • Rise in own-label product launches
                                                                                                                                                                                                                                  • Figure 39: Share of new product launches within the UK baby food, drink and milk market, by brands vs own-label, 2014-18
                                                                                                                                                                                                                                  • Figure 40: Own-label product launches in baby food, 2018
                                                                                                                                                                                                                                  • Figure 41: Tesco own-label products sit alongside brands in baby food aisle, Tesco, UK, 2019
                                                                                                                                                                                                                                • Own-label seen to be of similar quality to branded, on average
                                                                                                                                                                                                                                    • Figure 42: Perception map of attribute performance of private-label baby food/milk in comparison to branded baby food/milk among UK consumers, January 2017-Februiary 2019
                                                                                                                                                                                                                                  • Tapping into on-trend flavours
                                                                                                                                                                                                                                    • Figure 43: Sainsbury's Little Big Ones Chicken Katsu Curry with Rice, 2018
                                                                                                                                                                                                                                  • Superfoods and grains as ingredients
                                                                                                                                                                                                                                    • Little Freddie focuses on provenance …
                                                                                                                                                                                                                                      • … and ethics
                                                                                                                                                                                                                                        • Figure 44: Little Freddie references use of free-range chicken, 2018
                                                                                                                                                                                                                                    • Advertising and Marketing Activity

                                                                                                                                                                                                                                      • Adspend bounces back in 2018
                                                                                                                                                                                                                                        • Figure 45: Total above-the line, online display and direct mail advertising expenditure on baby food and drink, 2015-18
                                                                                                                                                                                                                                        • Figure 46: Total above-the line, online display and direct mail advertising expenditure on baby food and drink, by category, 2015-18
                                                                                                                                                                                                                                      • Danone is the leading advertiser
                                                                                                                                                                                                                                        • Cow & Gate continues happiness theme
                                                                                                                                                                                                                                          • Aptamil focuses on reassurance
                                                                                                                                                                                                                                            • Figure 47: Total above-the line, online display and direct mail advertising expenditure on baby food and drink, by advertiser (sorted by 2018), 2015-18
                                                                                                                                                                                                                                          • Hipp increases support in 2018 with more planned in 2019
                                                                                                                                                                                                                                            • Ella’s Kitchen cuts spend on 2017 …
                                                                                                                                                                                                                                              • … but supports its Big Kids range launch
                                                                                                                                                                                                                                                • Figure 48: Ella’s Kitchen supports Big Kids range with sponsored posts, 2019
                                                                                                                                                                                                                                              • Organix launches ‘Fuel their Wonder’ campaign
                                                                                                                                                                                                                                                • Nielsen Ad Intel coverage
                                                                                                                                                                                                                                                • The Consumer – What You Need to Know

                                                                                                                                                                                                                                                  • Homemade food remains the most popular
                                                                                                                                                                                                                                                    • Sugar is the top factor considered by parents when buying food and snacks
                                                                                                                                                                                                                                                      • Added benefits is the most popular factor when buying baby milk
                                                                                                                                                                                                                                                        • Parents want elements of control
                                                                                                                                                                                                                                                          • Calls for greater choice at foodservice venues
                                                                                                                                                                                                                                                            • Homemade food scores well on being healthy, tasty and inexpensive
                                                                                                                                                                                                                                                              • Manufactured food leads on convenience
                                                                                                                                                                                                                                                              • Usage of Baby Food and Drink

                                                                                                                                                                                                                                                                • Homemade food remains the most popular
                                                                                                                                                                                                                                                                  • Figure 49: Usage of baby food and drink, by type, December 2018
                                                                                                                                                                                                                                                                • 82% buy any manufactured baby food/drink/milk
                                                                                                                                                                                                                                                                  • Figure 50: Usage of manufactured baby food, drink or milk, by age of child, December 2018
                                                                                                                                                                                                                                                                • Milk is the product given to babies most frequently
                                                                                                                                                                                                                                                                  • Figure 51: Usage frequency of baby food and drink, by type, December 2018
                                                                                                                                                                                                                                                                • 37% use all types of baby food
                                                                                                                                                                                                                                                                  • Figure 52: Repertoire of usage of baby food and drink, by type, December 2018
                                                                                                                                                                                                                                                              • Factors Influencing Choice

                                                                                                                                                                                                                                                                • Sugar is the top factor considered by parents when buying food and snacks
                                                                                                                                                                                                                                                                  • Figure 53: Factors influencing choice of baby food and snacks, December 2018
                                                                                                                                                                                                                                                                • A low price is more important than a promotion
                                                                                                                                                                                                                                                                  • Figure 54: Ella’s Kitchen, Heinz and Cow & Gate use promotions in-store, 2019
                                                                                                                                                                                                                                                                • Added benefits is the most popular factor when buying baby milk
                                                                                                                                                                                                                                                                  • Figure 55: Factors influencing choice of baby/toddler milk, December 2018
                                                                                                                                                                                                                                                                • 10% look for milk suitable for babies with an intolerance
                                                                                                                                                                                                                                                                  • British origin appeals to 14%
                                                                                                                                                                                                                                                                    • Figure 56: Sainsbury’s references UK production and use of British whole milk, 2018
                                                                                                                                                                                                                                                                • Attitudes towards Baby Food and Drink

                                                                                                                                                                                                                                                                  • Parents want elements of control
                                                                                                                                                                                                                                                                    • Figure 57: Attitudes towards baby food and drink, December 2018
                                                                                                                                                                                                                                                                  • Strong interest from parents in guidance on calories
                                                                                                                                                                                                                                                                    • Calorie labelling and tracking can speak to this interest
                                                                                                                                                                                                                                                                      • Calls for greater choice at foodservice venues
                                                                                                                                                                                                                                                                        • Opportunities for up-ageing through brand extensions
                                                                                                                                                                                                                                                                          • Ella’s Kitchen and Morrisons target older children with ready meals
                                                                                                                                                                                                                                                                            • Rising threat of own-label underlines need for new revenue streams
                                                                                                                                                                                                                                                                              • Multiple in-store locations could drive sales
                                                                                                                                                                                                                                                                                • Environmental impact of packaging worries 49%
                                                                                                                                                                                                                                                                                  • Pouches come under the spotlight
                                                                                                                                                                                                                                                                                    • Upcycling and recycling programmes explored for solutions
                                                                                                                                                                                                                                                                                      • US brands explore recyclable cups
                                                                                                                                                                                                                                                                                        • Figure 58: American brands launch cup-style packaging, 2017-18
                                                                                                                                                                                                                                                                                    • Associations with Baby Food

                                                                                                                                                                                                                                                                                      • Homemade food scores well on being healthy, tasty and inexpensive
                                                                                                                                                                                                                                                                                        • Manufactured food leads on convenience
                                                                                                                                                                                                                                                                                          • Jars do not score well on environmentally-friendly or cost credentials
                                                                                                                                                                                                                                                                                            • Figure 59: Correspondence Analysis, December 2018
                                                                                                                                                                                                                                                                                            • Figure 60: Qualities associated with different types of baby food, December 2018
                                                                                                                                                                                                                                                                                          • Methodology
                                                                                                                                                                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                                                                              • Abbreviations
                                                                                                                                                                                                                                                                                                • Consumer research methodology
                                                                                                                                                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                                                                                  • Forecast methodology
                                                                                                                                                                                                                                                                                                      • Figure 61: UK value sales of baby food, drink and milk, best- and worst-case forecast, 2018-23
                                                                                                                                                                                                                                                                                                      • Figure 62: UK volume sales of baby food, drink and milk, best- and worst-case forecast, 2018-23
                                                                                                                                                                                                                                                                                                      • Figure 63: Forecast of UK volume sales of baby food, drink and milk, 2013-23
                                                                                                                                                                                                                                                                                                  • Appendix – Market Drivers

                                                                                                                                                                                                                                                                                                      • Figure 64: Mean age of mother at childbirth in England and Wales, 2013-17
                                                                                                                                                                                                                                                                                                      • Figure 65: Live births in England and Wales, by age of mother, 2013-17
                                                                                                                                                                                                                                                                                                      • Figure 66: Live births to non-UK born mothers, by percentage of total births, 2013-17
                                                                                                                                                                                                                                                                                                  • Appendix – Market Share

                                                                                                                                                                                                                                                                                                      • Figure 67: Leading brand owners’ sales and shares in the UK wet and dry baby food market, by value and volume, 2015/16-2017/18
                                                                                                                                                                                                                                                                                                      • Figure 68: Leading brand owners’ sales and shares in the UK baby finger food and snacks market, by value and volume, 2015/16-2017/18
                                                                                                                                                                                                                                                                                                      • Figure 69: Leading brand owners’ sales and shares in the UK baby milk market, by value and volume, 2015/16-2017/18
                                                                                                                                                                                                                                                                                                  • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                                                                                                                      • Figure 70: Share of new product launches within the UK baby milk market, by company, 2014-18
                                                                                                                                                                                                                                                                                                      • Figure 71: Share of new product launches within the UK baby food, drink and milk market, by claim category, 2014-18
                                                                                                                                                                                                                                                                                                      • Figure 72: Share of new product launches within the UK baby food, drink and milk market, by package type, 2014-18
                                                                                                                                                                                                                                                                                                  • Appendix – Advertising and Marketing Activity

                                                                                                                                                                                                                                                                                                      • Figure 73: Total above-the line, online display and direct mail advertising expenditure on baby food and drink, by category, by brand (sorted by 2018), 2015-18

                                                                                                                                                                                                                                                                                                  Baby Food and Drink - UK - March 2019

                                                                                                                                                                                                                                                                                                  £1,995.00 (Excl.Tax)