Baby Food and Drink - UK - May 2013
“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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