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Description

Description

“That parents would like to see more chilled and frozen varieties poses an opportunity for further expansion in these areas, these being largely untapped in baby/toddler food. While moving into the chilled or frozen aisles comes with hurdles in terms of costs, price points, shelf-life and visibility, the strong interest nonetheless points to the segment warranting further consideration.”
– Amy Price, Senior Food and Drink Analyst

This Report covers the following areas:

  • Opportunities in chilled and frozen baby food
  • Manufacturers need to address concerns over the quality of meat
  • Delivery services appeal to 39%

What's included

What's included

Table of contents

Table of contents

  1. Overview

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

          • The market
            • Sales continue to decline
              • Figure 1: Forecast of UK value sales of baby food, drink and milk, 2014-24
            • Milk remains dominant; wet and dry sales fall; snacks rise
              • Figure 2: Retail value sales of baby food, drink and milk, by segment, 2017-19
            • Birth rate fell at an even faster rate in 2018
              • Regulation on formula milk imposed by EFSA
                • Companies and brands
                  • Market leader Aptamil suffers a steep decline in milk
                    • Figure 3: Leading brands’ shares in the UK baby milk market, by value, 2019*
                  • Leading brands suffer in baby food as own-label thrives
                    • Organix under pressure from Kiddylicious and Ella’s Kitchen in finger food
                      • Danone leads NPD in 2019
                        • Ella’s Kitchen launches dairy-free yoghurt alternative
                          • Little Dish taps into the vegan trend
                            • Advertising spend at £12.8 million in 2019
                              • The consumer
                                • Homemade baby food is the most popular; 89% of parents feeding this
                                  • Figure 4: Usage of baby food and drink, by type, December 2019
                                • Sugar is the top concern when buying baby food/snacks
                                  • Figure 5: Factors influencing choice of baby/toddler food and snacks, December 2019
                                • Immune system and physical growth are parents’ top factors in milk
                                  • Figure 6: Factors influencing choice of baby/toddler milk, December 2019
                                • Vitamins and minerals are the most recognised milk ingredients
                                  • Figure 7: Awareness of ingredients in infant milk formula, December 2019
                                • Manufacturers need to address concerns over the quality of meat
                                  • Figure 8: Behaviours related to baby/toddler food and snacks, December 2019
                                • Fortification appeals to parents
                                  • Figure 9: Attitudes towards baby/toddler food, December 2019
                                • What we think
                                • Issues and Insights

                                  • Opportunities in chilled and frozen baby food
                                    • The facts
                                      • The implications
                                        • Manufacturers need to address concerns over the quality of meat
                                          • The facts
                                            • The implications
                                              • Delivery services appeal to 39%
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • Sales continue to decline
                                                      • Values to grow while volumes decline over 2019-24
                                                        • Milk remains dominant; wet and dry sales fall; snacks rise
                                                          • Birth rate fell at an even faster rate in 2018
                                                            • Regulation on formula milk imposed by EFSA
                                                            • Market Size and Forecast

                                                              • Sales continue to decline
                                                                • Figure 10: UK retail sales of baby food, drink and milk, by value and volume, 2014-24
                                                              • The future
                                                                • Birth rates will decline further
                                                                  • Price rises will drive growth
                                                                    • Homemade food dampens demand
                                                                      • Figure 11: Forecast of UK value sales of baby food, drink and milk, 2014-24
                                                                    • Forecast methodology
                                                                    • Market Segmentation

                                                                      • Milk remains dominant, despite ongoing sales fall
                                                                        • Figure 12: Retail value and volume sales of baby food, drink and milk, by segment, 2017-19
                                                                      • Baby food sees worst volume decline
                                                                        • Finger food bucks trend to see value growth
                                                                          • Baby drinks continue to struggle
                                                                          • Market Drivers

                                                                            • Birth rate fell at an even faster rate in 2018
                                                                              • Women are delaying childbearing
                                                                                • Figure 13: Live births in England and Wales, 2014-18
                                                                              • London and the Midlands had the most births in 2018
                                                                                • Figure 14: Live births in England and Wales, by area of residence of mother, 2018
                                                                              • Decline in the number of 0-4s will put pressure on the market
                                                                                • Figure 15: Trends in the age structure of the UK population, 2014-19 and 2019-24
                                                                              • Breastfeeding rates rise
                                                                                • Regulation on formula milk imposed by EFSA
                                                                                  • Real incomes rising
                                                                                    • Figure 16: Annual change in CPI and average weekly earnings, January 2012-December 2019
                                                                                • Companies and Brands – What You Need to Know

                                                                                  • Market leader Aptamil suffers a steep decline in milk
                                                                                    • Leading brands suffer in baby food as own-label thrives
                                                                                      • Organix under pressure from Kiddylicious and Ella’s Kitchen
                                                                                        • Danone leads NPD in 2019
                                                                                          • Ella’s goes dairy-free
                                                                                            • Little Dish taps into the vegan trend
                                                                                              • Advertising spend stands at £12.8 million in 2019
                                                                                              • Market Share

                                                                                                • Market leader Aptamil suffers a steep decline in milk
                                                                                                  • Other milk brands benefit
                                                                                                    • Figure 17: Leading brands’ sales and shares in the UK baby milk market, by value and volume, 2017-19
                                                                                                  • Leading brands suffer in baby food as own-label thrives
                                                                                                    • Own-label in growth
                                                                                                      • Figure 18: Leading brands’ sales and shares in the UK wet and dry baby food market^, by value and volume, 2017-19
                                                                                                    • Organix under pressure from Kiddylicious and Ella’s Kitchen
                                                                                                      • Figure 19: Leading brands’ sales and shares in the UK baby finger foods and snacks market, by value and volume, 2017-19
                                                                                                    • Heinz is the market leader in under fire baby drinks
                                                                                                      • Figure 20: Leading brands’ sales and shares in the UK baby drinks market, by value and volume, 2017-19
                                                                                                  • Launch Activity and Innovation

                                                                                                    • 2019 sees a decline in launch activity, with brands and own-labels cutting back
                                                                                                      • Danone leads NPD by company…
                                                                                                        • Figure 21: Share of new product launches within the UK baby food, drink and milk market, by company, 2015-19
                                                                                                        • Figure 22: Aptamil updates formula in line with registration, 2020
                                                                                                      • …launching sachets across Aptamil and Cow & Gate baby milk
                                                                                                        • …and invests in blockchain
                                                                                                          • SMA launches two new milk brands
                                                                                                            • Figure 23: SMA launches two new milk brands, 2019
                                                                                                          • Piccolo moves into milk
                                                                                                            • Figure 24: Piccolo expands into formula milk, 2020
                                                                                                          • Own-label players cut back
                                                                                                            • Figure 25: Share of new product launches within the UK baby food, drink and milk market, by brands vs own-label, 2015-19
                                                                                                            • Figure 26: Tesco expands Exploring flavours range, 2019 and 2020
                                                                                                          • Ella’s goes dairy-free…
                                                                                                            • …and expands Big Kids range
                                                                                                              • Little Dish taps into the vegan trend…
                                                                                                                • Figure 27: Share of new product launches within the UK baby food, drink and milk market, with a vegan/no animal ingredient claim, 2015-19
                                                                                                                • Figure 28: Little Dish unveils plant-based range, 2019
                                                                                                              • …and follows Ella’s into frozen
                                                                                                                • Figure 29: Little Dish expands into frozen, 2019
                                                                                                              • NPD in snacks increases
                                                                                                                • Organix steps up veg content and links with Gruffalo
                                                                                                                  • Figure 30: Organix launches new snacks, 2019
                                                                                                                • Kiddylicious claims UK first with houmous dip
                                                                                                                  • Figure 31: Kiddylicious launches houmous dips, 2019
                                                                                                                • Own-labels target snacking
                                                                                                                  • Figure 32: Own-labels target snacks, 2019 and 2020
                                                                                                                • Brands target parent cooks
                                                                                                                  • Piccolo launches Cooking range
                                                                                                                    • Figure 33: Piccolo launches cooking range, 2019
                                                                                                                  • Ella’s Kitchen seeks to provide a “veggie boost” to meals
                                                                                                                    • Figure 34: Ella’s introduces boosts, 2019
                                                                                                                  • Sustainability remains on the radar
                                                                                                                    • Piccolo unveils bioplastic pouches
                                                                                                                      • Ella’s teams up with Asda
                                                                                                                        • Little Freddie launches recycling scheme
                                                                                                                        • Advertising and Marketing Activity

                                                                                                                          • Advertising spend falls in 2019
                                                                                                                            • Figure 35: Total above-the-line, online display and direct mail advertising expenditure on baby food and drink, by media type, 2016-19
                                                                                                                          • Danone is top advertiser, supporting Aptamil and Cow & Gate brands
                                                                                                                            • Aptamil calls on parents to “raise them ready”
                                                                                                                              • Cow & Gate continues happiness theme
                                                                                                                                • Figure 36: Total above-the-line, online display and direct mail advertising expenditure on baby food and drink, by leading advertisers, 2019
                                                                                                                              • Nestlé supports its SMA brands
                                                                                                                                • HiPP calls on parents to “Get that HiPP feeling”
                                                                                                                                  • Nielsen Ad Intel coverage
                                                                                                                                  • The Consumer – What You Need to Know

                                                                                                                                    • Homemade baby food is the most popular; 89% of parents feeding this
                                                                                                                                      • Sugar is the top concern
                                                                                                                                        • Immune system and physical growth are parents’ top factors in milk
                                                                                                                                          • Vitamins and minerals are the most recognised milk ingredients
                                                                                                                                            • Manufacturers need to address concerns over the quality of meat
                                                                                                                                              • Fortification appeals to parents
                                                                                                                                              • Usage of Baby Food and Drink

                                                                                                                                                • Homemade baby food is the most popular; 89% of parents feeding this
                                                                                                                                                  • Figure 37: Usage of baby food and drink, by type, December 2019
                                                                                                                                                • Milk given most frequently
                                                                                                                                                  • Figure 38: Frequency of usage of baby food and drink, by type, December 2019
                                                                                                                                                • 44% use all types of baby food and drink
                                                                                                                                                  • Figure 39: Repertoire of types of baby food and drink used, December 2019
                                                                                                                                              • Factors Influencing Baby Food Choice

                                                                                                                                                • Sugar is the top concern
                                                                                                                                                  • 28% look for organic baby food/snacks
                                                                                                                                                    • Figure 40: Factors influencing choice of baby/toddler food and snacks, December 2019
                                                                                                                                                  • Environmentally-friendly packaging matters to a minority
                                                                                                                                                  • Factors Influencing Baby Milk Choice

                                                                                                                                                    • Immune system and physical growth are parents’ top factors in milk
                                                                                                                                                      • Mandatory addition of omega-3 dilutes standout
                                                                                                                                                        • Figure 41: Factors influencing choice of baby/toddler milk, December 2019
                                                                                                                                                      • Cow’s milk alternatives important to 11%
                                                                                                                                                      • Awareness of Milk Ingredients

                                                                                                                                                        • Vitamins and minerals are the most recognised milk ingredients
                                                                                                                                                          • Less common ingredients lack awareness
                                                                                                                                                            • Figure 42: Awareness of ingredients in infant milk formula, December 2019
                                                                                                                                                        • Behaviours Related to Baby Food and Drink

                                                                                                                                                          • Manufacturers need to address concerns over the quality of meat…
                                                                                                                                                            • …and prove absence of harmful substances
                                                                                                                                                              • Figure 43: Behaviours related to baby/toddler food and snacks, December 2019
                                                                                                                                                            • Opportunities in chilled and frozen
                                                                                                                                                              • Established brands have taken the lead
                                                                                                                                                                • Delivery services appeal to 39%
                                                                                                                                                                • Attitudes towards Baby Food and Drink

                                                                                                                                                                  • Fortification appeals to parents
                                                                                                                                                                    • Opportunities to leverage brand equity through expansion
                                                                                                                                                                      • Figure 44: Attitudes towards baby/toddler food, December 2019
                                                                                                                                                                    • Calling out organic or plant-based credentials would appeal to parents
                                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                              • Figure 45: Forecast of UK volume sales of baby food, drink and milk, 2014-24
                                                                                                                                                                              • Figure 46: UK value sales of baby food, drink and milk, best- and worst-case forecast, 2019-24
                                                                                                                                                                              • Figure 47: UK volume sales of baby food, drink and milk, best- and worst-case forecast, 2019-24
                                                                                                                                                                            • Forecast methodology
                                                                                                                                                                            • Appendix – Market Drivers

                                                                                                                                                                                • Figure 48: Mean age of mother at childbirth in England and Wales, 2014-18
                                                                                                                                                                                • Figure 49: Live births in England and Wales, by age of mother, 2014-18
                                                                                                                                                                                • Figure 50: Live births to non-UK born mothers, by percentage of total births, 2014-18
                                                                                                                                                                            • Appendix – Market Share

                                                                                                                                                                                • Figure 51: Leading brand owners’ sales and shares in the UK baby milk market, by value and volume, 2017-19
                                                                                                                                                                                • Figure 52: Leading brand owners’ sales and shares in the UK wet and dry baby food market^, by value and volume, 2017-19
                                                                                                                                                                                • Figure 53: Leading brand owners’ sales and shares in the UK baby finger foods and snacks market, by value and volume, 2017-19
                                                                                                                                                                            • Appendix – Launch Activity and Innovation

                                                                                                                                                                                • Figure 54: Share of new product launches within the UK baby food, drink and milk market, by sub-category, 2015-19
                                                                                                                                                                                • Figure 55: Share of new product launches within the UK baby food, drink and milk market, by storage, 2015-19
                                                                                                                                                                                • Figure 56: Share of new product launches within the UK baby food, drink and milk market, by package type, 2015-19
                                                                                                                                                                                • Figure 57: Share of new product launches within the UK baby food, drink and milk market, by claim, 2015-19
                                                                                                                                                                            • Appendix – Advertising and Marketing Activity

                                                                                                                                                                                • Figure 58: Total above-the-line, online display and direct mail advertising expenditure on baby food and drink, by category, 2016-19

                                                                                                                                                                            About the report

                                                                                                                                                                            This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                            • The Consumer

                                                                                                                                                                              What They Want. Why They Want It.

                                                                                                                                                                            • The Competitors

                                                                                                                                                                              Who’s Winning. How To Stay Ahead.

                                                                                                                                                                            • The Market

                                                                                                                                                                              Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                            • The Innovations

                                                                                                                                                                              New Ideas. New Products. New Potential.

                                                                                                                                                                            • The Opportunities

                                                                                                                                                                              Where The White Space Is. How To Make It Yours.

                                                                                                                                                                            • The Trends

                                                                                                                                                                              What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                            Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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