2022
9
Germany Baby Food Market Report 2022
2022-10-21T15:01:38+01:00
REPD87B5CEF_F93B_4D27_A890_904E298F39AC
2195
156756
[{"name":"Baby Food and Formula","url":"https:\/\/store.mintel.com\/industries\/food\/baby-food-formula"}]
Report
en_GB
Despite the increasing cost of living, financial wellbeing remains steady among parents and this will provide some leeway for spending on baby/toddler food. Hanna Mansour, Senior Analyst - Food…

Germany Baby Food Market Report 2022

£ 2,195 (Excl.Tax)

Description

The Germany Baby Food Market Report 2022 identifies consumers’ attitudes towards baby foods, the scratch cooking of baby meals, and natural/ethically sourced ingredients for baby food. This report covers the Germany Baby Food market size, Baby Food Germany market forecast, market segmentation and industry trends for the Germany Baby Food market.

Current Market Landscape

Our Baby Food in Germany market research has identified pressure on household incomes as the main reason that will boost scratch cooking of baby meals resulting in marginally decreased category volume sales. Some parents will also likely trade down, which offers an opportunity for private labels to gain further Germany Baby Food market share.

Although there was a rise of newborns in 2021, following a drop during the pandemic, birth rates declined again at the beginning of 2022. Targeting older children, as well as diversifying usage occasions, will be helpful opportunities for manufacturers to remain competitive.

Germany Baby Food Market Share and Key Industry Trends

Squeezed incomes due to inflation will keep pressure on the industry regarding affordability, and according to our Baby Food in Germany report, the permanent shift towards more working from home will dampen volume as well as value sales.

Because the vast majority of parents think it’s important for babies/toddlers to eat a variety of different-coloured fruit and veg, high fruit/vegetable content, vitamins, as well as high-quality ingredients are ways that brands can appeal to parents at point-of-purchase.

  • 94% of parents think it’s important for babies/toddlers to eat a variety of different-coloured fruit and veg.
  • 76% of German parents who give their child baby food would like to see more cooking kits for parents and toddlers to use together.
  • 60% of German parents say high fruit/vegetable content is most important when buying baby/toddler food.
  • 91% of German parents feed a mix of homemade and manufactured baby food to their babies/toddlers.

Future Trends in the Germany Baby Food Market

The overall decline in numbers of those of key childbearing age will challenge the Germany Baby Food Market in the long term as the pool of users will decrease. The increasing age of mothers at the birth of their first child, however, could counter-balance this as older parents are more able and willing to spend more on their babies, e.g. on natural and ethically sourced ingredients.

A key opportunity to gain Germany Baby Food market share are cooking kits made for parents and toddlers to use together, as many German parents have expressed interest in such kits. This would offer a pleasant and reasonably inexpensive activity for parents and kids to do together while also building up children’s cooking skills. Co-branded meal kits, e.g. baby/toddler food brands in association with a meal kit company such as Hello Fresh, have potential.

Read on to discover more details or take a look at all of our German Baby Food & Drink Market Research.

Quickly Understand

  • Usage frequency of baby food.
  • Channels for buying baby food and milk.
  • Leading factors influencing purchase in the baby food and baby milk sectors.
  • Parents’ key sources of information/advice on feeding babies/toddlers.
  • Parents’ interest in making homemade meals/snacks and interest in cooking kits for parents and toddlers to use together.
  • Trends in launch activity for baby food, drink and milk, and opportunities for further innovation.

Covered in this Report

Products: Milk (baby formula up to 1 year, milk for infants aged 1 year and over), biscuits/rusks/snacks (fruit bakes, potato snacks, breakfast biscuits, rice cakes), cereals (breakfast cereals, rice cereals), other baby food (fish/meat floss snacks, other food products for babies/infants), other drinks (juice, water, other drinks), wet foods (purees, ready meals, meal accompaniments, desserts, yogurts, baby cottage cheese).

Brands: Alete, Hipp, Löwenzahn Organics, Danone, Hero Group, Nestlé, Jufico, DMK Deutsches Milchkontor, Alnatura, Hello Fresh, and more.

Expert Analysis from a Specialist in the Field

This report, written by Hanna Mansour, a leading analyst in the Food & Drink sector, delivers in-depth commentary and analysis to highlight current trends in the Germany Baby Food Market, and adds expert context to the numbers.

Despite the increasing cost of living, financial wellbeing remains steady among parents and this will provide some leeway for spending on baby/toddler food.

Hanna Mansour
Hanna Mansour
Senior Food & Drink Analyst

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Market context
    • Graph 1: live births, 2017-21
    • Graph 2: usage of certain types of baby food, 2019 vs 2022
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 3: company retail market share of baby food by value and volume, 2021
  2. MARKET DRIVERS

    • The German economy
    • Graph 4: key economic data, in real terms, 2019-23
    • Graph 5: live births, 2017-21
    • Graph 6: usage of certain types of baby food, 2019 vs 2022
  3. WHAT CONSUMERS WANT AND WHY

    • Purchase location of baby food and drink
    • Graph 7: purchase location of infant formula/growing-up milk, 2022
    • Graph 8: purchase location of baby/toddler food products, 2022
    • Graph 9: top three purchase locations for infant formula/growing-up milk in-store and online, 2022
    • Graph 10: top three purchase locations for baby/toddler foods in-store and online, 2022
    • Graph 11: repertoire of baby/toddler food product purchase locations, 2022
    • Graph 12: repertoire of infant fomula/growing up milk purchase locations, 2022
    • Most important factors when buying baby milk and food
    • Graph 13: most important factors when buying baby/toddler food and snacks, 2022
    • Sources of information/advice on feeding children
    • Behaviours regarding baby food and drink
    • Graph 14: attitudes and behaviours towards baby/toddler food, 2022
  4. LAUNCH ACTIVITY AND INNOVATION

    • Graph 15: baby food launches, by type, 2018-22
    • Graph 16: baby food and milk launches, by product type, 2018-22
    • Graph 17: launches of baby food*, by claim category, 2018-22
    • Graph 18: launches of food and drink (excluding baby food), by claim category, 2018-22
    • Graph 19: launches of baby food*, by top 10 claims, 2018-22
    • Graph 20: launches of infant formula/growing-up milk, by top five functional claims, 2018-22
    • Graph 21: launches of baby food*, by top five functional claims, 2018-22
    • Advertising and marketing activity
  5. MARKET SHARE

    • MARKET SIZE, SEgmentation AND FORECAST

      • APPENDIX

        • Appendix – products covered, abbreviations, consumer research methodology and language usage
        • Appendix – market size and central forecast methodology

      About the report

      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.

      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.

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      Germany Sample Report Cover

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