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Description

Description

“Critically, only 30% of parents trust organic baby food over non-organic, suggesting the label is not doing enough to justify a price premium. Furthermore, agreement falls to 24% of parents with a youngest child aged under six months, suggesting that failure to win over these young parents could hinder future growth in organic baby food.”

– Alex Beckett, Senior Food Analyst

Some questions answered in this report include:

  • How can manufacturers improve parents’ trust in pre-made baby food?
  • How can organic brands increase engagement among parents of babies/toddlers?
  • Which NPD areas offer potential in baby drinks?
  • How can manufacturers benefit from the baby-led weaning trend?

 

The UK baby food, drink and milk market recorded a 53% leap in value sales between 2007 and 2012 to reach £617 million. This growth was primarily fuelled by price inflation – particularly within baby milk – as overall volume sales in the market climbed by 11% to 98 million kilograms over the period.

The baby boom years of 2010-13 are forecast to support overall volume sales in the market going forward, although a drive towards home-cooked baby food should offset this expanding user base.

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 dairy-based)
  • 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.

 

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What's included

What's included

Table of contents

Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Total UK retail value sales of baby food, drink and milk, 2007-17
              • Figure 2: Total UK retail volume sales of baby food, drink and milk, 2007-17
            • Segment performance
              • Figure 3: UK retail value sales of baby food, milk and drink, by sector, 2012
            • Market factors
              • Immigration helps to accelerate the UK’s rising number of births
                • Figure 4: Forecast number of live births in the UK, 2010-17
              • Mothers are breastfeeding for longer
                • UK experiences baby milk shortages owing to exports to China
                  • Frugal spending habits may be taking their toll on organic baby products
                    • Companies, brands and innovation
                      • New product lines decline between 2011 and 2012
                        • Baby food: Cow & Gate suffers as Ella’s soars
                          • Baby milk: Danone records strong growth for Cow & Gate and Aptamil
                            • Total adspend reaches highest point since at least 2009
                              • The consumer
                                • Over two thirds of parents feed their child homemade food at least twice a day
                                  • Figure 5: Frequency of usage of baby food, by type, March 2013
                                • Level of affluence has a key impact on purchasing levels of baby food
                                  • Two thirds of parents trust homemade over pre-made baby food
                                    • Figure 6: Attitudes towards baby food and drink, March 2013
                                  • The importance of variety
                                    • Baby-led weaning comes to the fore
                                      • Only three in ten parents trust organic baby food over non-organic
                                        • Figure 7: Further attitudes towards baby food and drink, March 2013
                                      • What we think
                                      • Issues in the Market

                                          • How can manufacturers improve parents’ trust in pre-made baby food?
                                            • How can organic brands increase engagement among parents of babies/toddlers?
                                              • Which NPD areas offer potential in baby drinks?
                                                • How can manufacturers benefit from the baby-led weaning trend?
                                                • Trend Application

                                                    • Trend: Extend my Brand
                                                      • Trend: Many Mes
                                                        • Mintel Futures: Human
                                                        • Market Drivers

                                                          • Key points
                                                            • Immigration helps to accelerate the UK’s rising number of births
                                                              • Figure 8: Forecast number of live births in the UK, 2010-17
                                                              • Figure 9: Population forecasts, by infant age group, England, 2011-17
                                                            • Mothers are breastfeeding for longer
                                                              • UK experiences baby milk shortages owing to imports to China
                                                                • Frugal spending habits may be taking their toll on organic baby products
                                                                • Strengths and Weaknesses

                                                                  • Strengths
                                                                    • Weaknesses
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • NPD in baby food falls after 2011 peak
                                                                          • Figure 10: Share of new product launches within the UK baby food, drink and milk market, by type, 2009-12
                                                                        • Hipp boosts NPD
                                                                          • Figure 11: Share of new product launches within the UK baby food, drink and milk market, by brand, 2012
                                                                          • Figure 12: Share of new product launches within the UK baby food, drink and milk market, by brand, 2009-12
                                                                        • Ella’s unveils the ‘spouch’ and debuts in breakfast cereal and chilled dairy
                                                                          • Branded NPD rallies in 2012
                                                                            • Exotic flavours flood into the market
                                                                              • Pouches boost share of NPD in 2012 as jars decline
                                                                                • Figure 13: Share of new product launches within the UK baby food, drink and milk market, by packaging type, 2009-12
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • Price inflation in baby milk helps boost value growth
                                                                                  • Figure 14: UK retail value and volume sales of total baby food, drink and milk, 2007-17
                                                                                • The future of the baby food, drink and milk market
                                                                                  • Market forecasts
                                                                                    • Figure 15: Total UK retail value sales of baby food, drink and milk, 2007-17
                                                                                    • Figure 16: Total UK retail volume sales of baby food, drink and milk, 2007-17
                                                                                  • Forecast methodology
                                                                                  • Segment Performance

                                                                                    • Key points
                                                                                      • Baby milk and finger food drive value sales
                                                                                        • Figure 17: UK retail value and volume sales of baby food, milk and drink, by sector, 2009-12
                                                                                      • Wet and dry baby food suffers volume and value sales declines
                                                                                        • Finger food loses volume share
                                                                                        • Market Share

                                                                                          • Key points
                                                                                            • Cow & Gate suffers as Ella’s soars
                                                                                              • Figure 18: Leading brands’ sales and shares in the UK baby food and snacks market, by value and volume, 2012* and 2013**
                                                                                            • Contrasting performances from the organic brands
                                                                                              • Strong value growth across Danone’s milk portfolio
                                                                                                • Figure 19: Leading brands’ sales and shares in the UK baby milk market, by value and volume, 2012* and 2013**
                                                                                              • Danone records strong growth for its baby milk brands
                                                                                                • Nestlé adds troubled SMA to its brand stable
                                                                                                • Companies and Products

                                                                                                    • Figure 20: Leading companies and brands in the baby food and drink market, 2013
                                                                                                  • Danone Baby Nutrition
                                                                                                    • Ella’s Kitchen
                                                                                                      • Heinz
                                                                                                        • HiPP Organic
                                                                                                          • Little Dish
                                                                                                            • Nestlé SA
                                                                                                              • Organix
                                                                                                                • Plum Inc
                                                                                                                • Brand Communication and Promotion

                                                                                                                  • Key points
                                                                                                                    • Adspend improves on last year’s performance
                                                                                                                      • Figure 21: Main monitored media advertising spend in the baby food and drink market, 2009-12
                                                                                                                      • Figure 22: UK adspend on baby food and drink, by product category, 2009-12
                                                                                                                    • Danone dominates the advertising landscape
                                                                                                                      • Figure 23: Top advertisers in the UK baby food and drink category, 2009-12
                                                                                                                    • 2012 sees a growth in adspend on alternative media channels
                                                                                                                      • Figure 24: Adspend in the UK baby food and drink category by media type, 2009-12
                                                                                                                  • Consumer – Frequency of Usage of Baby Food by Type

                                                                                                                    • Key points
                                                                                                                      • Over two thirds of parents feed their child homemade food at least twice a day or more
                                                                                                                          • Figure 25: Frequency of usage of baby food, by type, March 2013
                                                                                                                        • Men are significantly more likely to feed their children pre-made baby/toddler food
                                                                                                                        • Consumer – Types of Baby Food and Drink Purchased

                                                                                                                          • Key points
                                                                                                                            • Level of affluence has a key impact on purchasing levels of baby food
                                                                                                                                • Figure 26: Types of baby food, milk and drink purchased, March 2013
                                                                                                                                • Figure 27: Types of baby food, drink and milk purchased, by socio-economic groups, March 2013
                                                                                                                              • Younger parents are the more likely to buy infant/formula milk
                                                                                                                                • Figure 28: Types of baby milk purchased, by age and ACORN groups, March 2013
                                                                                                                              • Purchase of baby juice drinks declines among higher earners
                                                                                                                              • Attitudes Towards Baby Food and Drink

                                                                                                                                • Key points
                                                                                                                                  • Lack of trust in homemade baby/toddler food offset by demand for varied foods
                                                                                                                                    • Figure 29: attitudes towards baby food and drink, March 2013
                                                                                                                                  • The importance of variety
                                                                                                                                    • Three in ten struggle to provide their child with their 5-a-day
                                                                                                                                    • Consumer – Further Attitudes Towards Baby Food and Drink

                                                                                                                                      • Key points
                                                                                                                                        • Just three in ten parents trust organic baby food over non-organic
                                                                                                                                            • Figure 30: Further attitudes towards baby food and drink, March 2013
                                                                                                                                          • NPD opportunities in toddler drinks
                                                                                                                                            • Figure 31: Agreement with statements ‘I would be interested in buying non-sweet drinks for babies,’ and ‘I would buy baby juices/flavoured water containing added vitamins and nutrients,’ by age of youngest child, March 2013
                                                                                                                                          • A wider own-label variety of baby food appeals to nearly one in five
                                                                                                                                            • Parents with a baby aged between six and 12 months are keenest to see easier packaging on RTD formula
                                                                                                                                              • Figure 32: Agreement with attitudes towards baby milk, by age of youngest child, March 2013
                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                              • Figure 33: Total UK retail value sales of wet/dry baby food, 2007-17
                                                                                                                                              • Figure 34: Best- and worst-case forecasts for UK value sales of wet/dry baby food, 2012-17
                                                                                                                                              • Figure 35: Total UK retail value and volume sales of wet/dry baby food, 2007-17
                                                                                                                                              • Figure 36: Total UK retail volume (m kg) sales of wet/dry baby food, drink and milk, 2007-17
                                                                                                                                              • Figure 37: Best- and worst-case forecasts for UK volume sales of wet/dry baby food, 2012-17
                                                                                                                                              • Figure 38: Total UK retail value sales of baby milk, 2007-17
                                                                                                                                              • Figure 39: Best- and worst-case forecasts for UK value sales of baby milk, 2012-17
                                                                                                                                              • Figure 40: Total UK retail value and volume sales of baby milk, 2007-17
                                                                                                                                              • Figure 41: Total UK retail volume (m kg) sales of baby milk, 2007-17
                                                                                                                                              • Figure 42: Best- and worst-case forecasts for UK volume sales of baby milk, 2012-17
                                                                                                                                              • Figure 43: Total UK retail value sales of finger food, 2007-17
                                                                                                                                              • Figure 44: Best- and worst-case forecasts for UK value sales of finger food, 2012-17
                                                                                                                                              • Figure 45: Total UK retail value and volume sales of finger food, 2007-17
                                                                                                                                              • Figure 46: Total UK retail volume (m kg) sales of finger food, 2007-17
                                                                                                                                              • Figure 47: Best- and worst-case forecasts for UK volume sales of finger food, 2012-17
                                                                                                                                              • Figure 48: Total UK retail value sales of baby drinks, 2007-17
                                                                                                                                              • Figure 49: Best- and worst-case forecasts for UK value sales of baby drinks, 2012-17
                                                                                                                                              • Figure 50: Total UK retail value and volume sales of baby drinks, 2007-17
                                                                                                                                              • Figure 51: Total UK retail volume (m kg) sales of baby drinks, 2007-17
                                                                                                                                              • Figure 52: Best- and worst-case forecasts for UK volume sales of baby drinks, 2012-17
                                                                                                                                          • Appendix – Frequency of Usage of Baby Food by Type

                                                                                                                                              • Figure 53: Frequency of usage of baby food, by type, March 2013
                                                                                                                                              • Figure 54: Frequency of usage of homemade food, by type, by demographics, March 2013
                                                                                                                                              • Figure 55: Frequency of usage of baby food, by baby/toddler food products (in cartons, pouches, jars etc), by demographics, March 2013
                                                                                                                                          • Appendix – Types of Baby Food and Drink Purchased

                                                                                                                                              • Figure 56: Types of baby food and drink purchased, March 2013
                                                                                                                                              • Figure 57: Most popular types of baby food and drink purchased, by demographics, March 2013
                                                                                                                                              • Figure 58: Next most popular types of baby food and drink purchased, by demographics, March 2013
                                                                                                                                              • Figure 59: Other types of baby food and drink purchased, by demographics, March 2013
                                                                                                                                          • Appendix – Attitudes Towards Baby Food and Drink

                                                                                                                                              • Figure 60: Attitudes towards baby food and drink, March 2013
                                                                                                                                              • Figure 61: attitudes towards baby food and drink, by demographics, March 2013
                                                                                                                                          • Appendix – Further Attitudes Towards Baby Food and Drink

                                                                                                                                              • Figure 62: Further attitudes towards baby food and drink, March 2013
                                                                                                                                              • Figure 63: Most popular further attitudes towards baby food and drink, by demographics, March 2013
                                                                                                                                              • Figure 64: Next most popular further attitudes towards baby food and drink, by demographics, March 2013

                                                                                                                                          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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