Baby Food, Drinks and Milk - UK - April 2009
Since Mintel last reported on the baby food, drink and milk market in 2007, sales have continued to see dynamic growth, fuelled by rising birth rates and wider usage, largely on the back of NPD.
Sales value is estimated to have increased by at least 14% in 2008, to reach £456 million. Sales in the main product segment, milk, have been boosted by the Healthy Start scheme launched in late 2006, with rapid value growth in 2008 partly driven by global dairy price inflation.
While lower food and milk price inflation will dampen growth in current terms, an increase of 8% is expected in 2009, to take market value to £491 million. While PDI is expected to fall in the economic crisis, most parents seem reluctant to cut back on their baby’s food.
Seen as closely related to the baby’s health and wellbeing, Mintel expects the market to be better insulated from the effects of the downturn than most. However, some parents are still put off by ready-made baby food because they perceive the brands to fall too far behind the purity of home-cooked food.
What you get
What's included
- Consumer Attitudes and Behaviour
- Market data
- Competitive analysis
- Risks and Opportunities
- What’s Next
- Market Trends
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
-
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
-
Consumer
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
-
Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
-
Data
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

* This is a sample representation of the report layout and does not reflect the research included in this report.
Why buy from us?
Succeed
Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.
Instant Access
Buy now and you'll have instant access to the information you need to make the right decisions.
Opportunities
Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.
Trusted
A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.
Table of contents
Issues in the Market
- Key themes
- Definition
- Abbreviations
Future Opportunities
- Cross-referencing to adult foods
- A break from perfect parenting?
- Trend from Inspire: Hyper-parenting
- Natural ingredients
- Trend from Inspire: Purity
- Cross-referencing to adult foods
Market in Brief
- Slower but robust growth continues
- Milks and finger foods strong
- In a concentrated market, Nutricia extends its lead
- Smaller brands rule the roost in NPD
- Grocers gain in downturn
- Consumers more knowledgeable – and demanding
- Slower but robust growth continues
Internal Market Environment
- Key points
- Recommendations dominate
- Figure 1: Initial breast feeding rates in England and Wales, 1980-2005
- Figure 2: UK Breastfeeding rates, by age of child, 1990-2005
- Figure 3: Age at introduction of solid food, 1995-2005
- Health awareness rising
- Key points
Broader Market Environment
- Key points
- A mini baby boom
- Figure 4: Number of live births and total fertility rate in England and Wales, 1997-2007
- Figure 5: Average age of women at childbirth, UK, 1997-2007
- Figure 6: Births by age of mother at childbirth, UK, 2007 and change in share, 1997-2007
- Growth in PDI expected to halt
- Figure 7: PDI at current prices and annual % growth, 1998-2008
- Most women work
- Figure 8: Number of weeks of maternity leave taken, 2007
- Key points
Competitive Context
- Key points
- The domestic substitutes
- Tough competition with cereals
- Figure 9: UK retail volume sales of hot cereals, 2002-07
- Baby drinks lack edge
- Figure 10: UK retail sales of juice drinks, by target age group, 2003-08
- The baby market is big business
- Figure 11: Sales of other baby care products, by type, 2003-07
- Key points
Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Strengths
Who’s Innovating?
- Key points
- Smaller brands lead NPD
- Figure 12: Leading innovators in baby foods, 2008
- Tubs and pots still growing
- Figure 13: Innovation in baby foods, by type of packaging, 2008
- Treats, top-ups, taste-experiences – desserts
- Figure 14: Innovation in baby foods, by product category, 2008
- Functional foods
- Natural and convenient – expected, not achieved?
- Figure 15: Innovation in baby foods, by product category claim, 2004 and 2008
- Figure 16: Innovation in baby foods, by product claim, 2008
- Key points
Market Size and Forecast
- Key points
- Figure 17: UK retail value sales of baby food, milk and drinks, index of growth, 2004-14
- Figure 18: UK retail value sales of baby food, milk and drinks, at current and constant prices, 2004-14
- No nasties
- Almost home-made
- External interest
- Milk robust till birth rates slow
- Figure 19: UK retail value sales of baby milk, at current and constant prices, 2004-14
- Meals partly insulated from PDI
- Figure 20: UK retail value sales of baby meals, at current and constant prices, 2004-14
- NPD a major factor for finger food
- Figure 21: UK retail value sales of finger foods, ar current and constant prices, 2004-14
- Drinks remain lacklustre
- Figure 22: UK retail value sales of baby drinks, at current and constant prices, 2004-14
- Factors used in the forecast
- Key points
Segment Performance
- Key points
- Milk gains in total baby market
- Figure 23: UK retail value sales of baby food, milk and drink, by sector, 2004-09
- Figure 24: UK retail value sales of baby food, milk and drink, by sector, 2004-09
- Dynamic growth in organics
- Figure 25: UK retail value sales of organic baby food, milk and infant formula, 2004-09
- Baby meals
- Healthy growth in baby meals
- Figure 26: UK retail value sales of baby meals, by type, 2004-09
- Figure 27: UK retail value sales of baby meals, by type, 2004-09
- NPD and segmentation drive wet meals
- Halal meals still niche
- Pots and trays replace jars and cans
- Figure 28: UK retail value sales of wet baby meals, by packaging type, 2004-09
- Frozen aim for almost home-made
- Breakfast dominates dry segment
- Puff snacks boost finger food
- Figure 29: UK retail value sales of baby finger foods, by type, 2004-09
- Baby milks and drinks
- Healthy start and inflation boost milks
- Figure 30: UK retail value sales of baby milks, by type, 2004-09
- Figure 31: UK retail value sales of baby milks, by type, 2004-09
- First- and second-stage powders dominate
- Baby drinks stagnate
- Figure 32: UK retail value sales of baby drinks, by type, 2004-09
- Key points
Market Share
- Key points
- Leading manufacturers still dominate
- Figure 33: Estimated manufacturer/brand shares in UK value sales of baby food, milk and drinks 2004-08
- Troubled Heinz
- Nutricia steams ahead
- Smaller brands make their mark
- Hot competition in meals
- Figure 34: Estimated manufacturer/brand shares in UK retail value sales of baby food, milk and drinks, 2008
- HiPP rules organic roost
- Figure 35: Estimated manufacturer/brand shares in UK retail value sales of organic baby food, milk and drinks, 2004-08
- Key points
Companies and Products
- Key points
- Manufacturers and brands
- Figure 36: Leading companies in the baby food market and their brands, 2009
- Major players
- Babylicious
- Ella’s Kitchen
- Heinz
- HiPP Organic
- Nutricia
- Organix
- Plum Baby
- SMA Nutrition
- Key points
Brand Communication and Promotion
- Key points
- Advertising restrictions tighten further
- Explosive growth in main media spend
- Figure 37: Main monitored media advertising spend on baby food, 2004-08
- TV the media of choice
- Figure 38: Main monitored media advertising spend on baby food, by media, 2004-08
- Three manufacturers dominate adspend
- Figure 39: Percentage share of main monitored media advertising expenditure on baby food and drink, by top-spending manufacturers, 2004-08
- Milk brands lead
- Figure 40: Main monitored media advertising expenditure on baby food and drink, by top-spending products, 2007-08
- Emotion, information, both?
- Science vs. emotion
- Current trends – all natural
- New channels gain importance
- Bounty still strong
- Key points
Channels to Market
- Key points
- Grocery multiples lead
- Chemists lose ground
- A boost to smaller retailers
- Potential for direct selling?
- Figure 41: UK retail value sales of baby food and drink, by outlet type, 2004-08
- Key points
The Consumer – Usage
- Key points
- Follow-up milk drives usage growth
- Figure 42: Trends in use of baby milk, 2004-08
- Younger mums choose bottle over breast
- Older and affluent parents are light users
- Figure 43: Most valuable consumers for baby milk and baby food, by socio-economic group, 2008
- Ready-meals continue to gain ground
- Figure 44: Trends in use of baby or junior foods, 2004-08
- Figure 45: Trends in packaging of baby or junior food used, 2006-08
- Key points
The Consumer – Attitudes
- Key points
- Parents of young children against junk food, keen on new products
- Figure 46: Agreement with statements about food, by guardians of children aged up to three, 2008
- Frozen foods win favour, children's autonomy being questioned more
- Figure 47: Trends in agreement with statements about food, 2004-08
- Key points
Target Groups – 0-2-year-olds
- Key points
- Figure 48: Target groups by attitudes, parents/guardians of children aged 0-2, 2008
- Price-led (34%)
- Convenience-driven (37%)
- All-aware (29%)
- Figure 49: Target groups, by agreement with additional lifestyle statements, parents/guardians of children aged 0-2, 2008
- Figure 50: Target groups, by agreement with statements about food, parents/guardians of children aged 0-2, 2008
- Key points
Target Groups – 3-5-year-olds
- Key points
- Figure 51: Target groups by attitudes, parents/guardians of children aged 3-5, 2008
- Price is all (36%)
- Smart shoppers (28%)
- Easy living (36%)
- Figure 52: Target groups, by agreement with statements about food, parents/guardians of children aged 3-5, 2008
- Key points
Appendix
- Consumer research
- ACORN
- Advertising data
- Consumer research
Appendix – The Consumer – Usage
- Figure 53: Frequency of using baby milk, by detailed demographics, 2008
- Figure 54: Frequency of using baby or junior food, by detailed demographics, 2008
Appendix – The Consumer – Attitudes
- Figure 55: Agreement with statements about food and shopping, by detailed demographics, 2008
- Figure 56: Agreement with statements about food and shopping, by detailed demographics, 2008 (Contd…)
Appendix – The Consumer: Target Groups 0-2-year-olds
- Figure 57: Target groups, by demographics, parents/guardians of children aged 0-2, 2008
- Figure 58: Target groups, by frequency of using baby milk, parents/guardians of children aged 0-2, 2008
- Figure 59: Target groups, by frequency of using baby food, parents/guardians of children aged 0-2, 2008
- Figure 60: Target groups, by agreement with additional lifestyle statements, parents/guardians of children aged 0-2, 2008
- Figure 61: Target groups, by time spent caring for children on an average weekday, parents/guardians of children aged 0-2, 2008
Appendix – The Consumer: Target Groups 3-5-year-olds
- Figure 62: Target groups, by detailed demographics, parents/guardians of children aged 3-5, 2008
- Figure 63: Target groups, by agreement with additional lifestyle statements, parents/guardians of children aged 3-5, 2008
- Figure 64: Target groups, by frequency of using baby food, parents/guardians of children aged 3-5, 2008
- Figure 65: Target groups, by frequency of using baby milk, parents/guardians of children aged 3-5, 2008
Baby Food, Drinks and Milk - UK - April 2009