The UK Baby Food and Drink market report identifies consumer attitudes towards volume sales, baby food channels, and advice on feeding babies and toddlers in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Baby Food and Drink Industry in the UK.
Parents’ high level of environmental concern around baby food and drink offers a call to action, especially in light of their increased eco-consciousness as a result of the pandemic. With recycling claims widespread in the category but holding little sway on purchase, brands need to take a more proactive approach to sustainability, also spelling out to consumers the tangible benefits of buying ‘greener’ products.
Pressure on household incomes in 2022 will erode sales of baby food, drink and milk by boosting scratch cooking and further reducing birth rates. The fairly low level of brand loyalty in both baby food and milk also raises the possibility of shoppers switching to cheaper options within the category, such as own-label. However, many parents’ greater willingness to pay more for products intended for their children then for themselves should support sales to some extent.
The continuing decline in birth rates, accelerated by the pandemic, plus the trend for delayed motherhood, will impede sales of baby food, drink and milk over 2022-26 by reducing the pool of available users. These trends do, however, offer potential to grow value sales by facilitating trading up, older mothers tending to be better off financially.
Cooking kits designed for parents and toddlers to use together are a promising area for brands to explore. These products have the potential to appeal during the income squeeze as a fun and relatively inexpensive activity for parents and children to do together while also teaching children valuable life skills.
Read on to discover more details or take a look at all of our UK Food and Foodservice market research
Brands: Danone (Aptamil, Cow & Gate, Alpro), Nestlé (SMA), Kendal Nutricare (Kendamil), Hain Celestial (Ella’s Kitchen), Kraft Heinz (Heinz, Farleys), Ebro Foods (Tilda), Hero Group (Organix), Lotus Bakeries (Kiddylicious, Bear), HiPP, Nannycare, Little Dish, Annabel Karmel Group, Piccolo, Little Inca, Oliver’s Cupboard, ASDA, Holle, The Kids Food Co, Similac, Morrisons, Babease.
This report, written by Alice Baker, a leading analyst in the Retail sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Pressure on household incomes in 2022 will erode sales of baby food, drink and milk by boosting scratch cooking and further reducing birth rates. Parent/toddler cooking kits and frozen baby/toddler food products warrant attention, given strong consumer interest and limited availability. The former’s appeal as a fun and relatively inexpensive family activity and the latter benefiting from frozen foods’ strong image as offering good value makes these timely.
Alice Baker
Senior Food & Drink Research Analyst
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