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Description

Description

Covered in this report

Trust is vital

The safety of baby food is most important and parents' trust is essential for baby food manufacturers. Recurring quality complaints weaken this trust. When it comes to baby food, the quality of the products must reach the highest level and this needs clear communication to prevent parents from switching to homemade baby food.


No added sugar

Ongoing concerns about sugar keep this ingredient in the spotlight, also for parents. Many baby food products contain high levels of sugar. This and the ongoing concerns about sugar illustrate the importance of reformulating foods for babies and toddlers.


Added health benefits

Echoing the focus on wellbeing in the wider food and drink market, as per Mintel Trend Total Wellbeing, tailoring baby food to meet babies' needs at more defined stages of their development can provide stronger reassurance to parents that babies are getting all the essential nutrients for their best possible growth and development.

Brands need to prove their worth over homemade options with enhanced nutritional benefits. Competition among brands and private labels is keeping prices in check.

Hanna Mansour, Research Analyst – Food & Drink

What's included

What's included

Table of contents

Table of contents

  1. Executive summary

    • Market context
    • [Graph] Germany: number of live births (000s), 2010-18
    • Mintel predicts
    • What consumers want, and why
    • Opportunities
    • The competitive landscape
    • [Graph] Germany: company retail market shares of baby food by value and volume, 2019
    • Marketing mix
  2. market drivers

    • [Graph] Germany: number of live births (000s), 2010-18
  3. What consumers want, and why

    • Usage of baby food and drink
    • [Graph] Germany: Types of baby food fed/given to the youngest child
    • [Graph] Germany: frequency of feeding/giving the following types of food/drink to the youngest child, October 2019
    • Factors most important for infant milk and awareness of ingredients in infant formula
    • [Graph] Germany: Most important factors when buying infant formula, October 2019
    • [Graph] Germany: familiarity with certain ingredients in infant formula and knowledge about their function, October 2019
    • Most important factors when buying baby/toddler food and snacks
    • [Graph] Germany: most important factors when buying baby/toddler food and snacks, October 2019
    • [Graph] Germany: average sugar content of baby food (excluding milk), 2015-19
    • [Graph] Germany: baby food launches with organic claim, 2015-19
    • Behaviours related to baby food and drink
    • [Graph] Germany: agreement with select statement about baby food and drink, October 2019
    • Attitudes towards baby food and drink
    • [Graph] Germany: attitudes towards baby food and drink, October 2019
  4. Launch activity and innovation

    • [Graph] Germany: baby food launches, milk vs other food*, 2015-19
    • [Graph] Germany: baby food and milk launches, by type, 2019
    • [Graph] Germany: leading companies for baby food launches, 2019
    • [Graph] Germany: baby food launches by type of launch, 2019
    • [Graph] Germany: top 10 claims for baby food launches, 2015 and 2019
    • Advertising and marketing activity
  5. Market share

    • market segmentation, size and forecast

      • Appendix

        • Appendix – products covered, abbreviations and consumer research methodology
        • Appendix - market size and forecast
        • Germany: value retail sales of baby food, 2014-24
        • Germany: volume retail sales of baby food, 2014-24
        • Germany: retail value sales of baby food, best- and worst-case forecast, 2019-24
        • Germany: retail volume sales of baby food, best- and worst-case forecast, 2019-24

      This report will give you a complete 360-degree view of your market. Rooted in robust proprietary and high-quality third-party data, our local experts then put that data into context and you’ll 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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