Stay ahead of the curve and secure future growth for your business with Mintel’s UK Baby Food and Drink Market. Get a 360° view of the baby food market including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.
Topics Analysed in this Report
- The impact of the cost-of-living crisis on value and volume sales of baby food and drink
- Trends in launch activity in baby food, drink and milk, and opportunities for further innovation
- Health benefits ranked by parents as the top three most important for baby/toddler food and drink
- Importance of various factors in driving purchase of formula milk, including details of health benefits, brand and organic status
- Key factors prompting purchase of a baby/toddler food/drink product not bought before
- Concerns which discourage parents’ usage of ready-made baby/toddler food
Current Baby Food and Drink Market Outlook
Rising prices ensured value sales growth in all major baby food and milk segments in 2023, despite weak volumes. Sluggish income growth will continue to favour homemade food and longer breastfeeding, hindering category volume sales. Slower inflation, plus shoppers continuing to opt for own-label, will result in shallower value sales growth than was seen in 2023.
- UK baby food market share: Aptamil remains the leading formula milk brand in 2023/24 but loses out to challenger brands and own-label.
Trends Shaping the Baby Food and Drink Market
Over half of parents of 0-4s cite supporting immune health as a top-three health benefit swaying choice of products. This, alongside brain development stand out as the leading functional health benefits that baby/toddler food and drink brands should flag up to drive purchase.
Almost half of UK category buyers describe organic as ‘very important’ for formula milk. But there appears to be a gap between aspirations and actions. Organic formula milks such as those from Hipp and Kendamil take only a small share of the market.
Purchase our full report to reveal the comprehensive list of industry trends and innovation opportunities, and discover how your business can connect with consumers. Looking for more information on the UK Baby Food and Drink Market? Take a look at Mintel’s The Future of Baby Food and Milk.
Market Definitions
This report includes products manufactured specifically for babies and infants aged primarily under two years, although manufacturers are targeting older infants with commercial products.
The report covers:
- Milks, including liquid ready-to-feed 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 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.
Meet The Expert
This report is written by Alice Baker, Food and Drink Analyst at Mintel. Alice analyses and writes on the UK Food & Drink sector, having joined Mintel in January 2016. She has previously worked for the International Meat Trade Association and in local government. She holds a BA in History and an MA in History of Political Thought from University College London.
Encouraging parents to recommend their products to others is crucial for brands; healthy eating advice for parents and own-label formula milk warrant exploration.
Alice Baker
Food and Drink Analyst
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Executive Summary
- Opportunities for the baby food and drink market
- Harness the power of friend/family recommendations to drive purchase
- Offer healthy eating advice tailored to parents as well as children
- The time is ripe for own-label formula milk
- Market dynamics and outlook
- Market size & forecast
- Market predictions
- Value sales rise in many segments in 2023, despite weak volume sales
- Graph 1: retail value sales of baby food and drink, by segment, 2021-23
- Birth rates continue to decline in 2022; breastfeeding rates remain steady
- Graph 2: live births in England & Wales, 2017-22
- Aptamil remains the leading formula milk brand in 2023/24 but loses out to challenger brands and own-label
- Graph 3: retail value sales of formula milk, by leading brands, 2021/22-23/24
- Leading brands struggle in the declining baby food market
- Graph 4: retail value sales of wet and dry baby food, by leading brands, 2021/22-23/24
- What consumers want and why
- Homemade food leads over manufactured on usage; price is a barrier for ready-made baby/toddler food and formula milk
- Graph 5: usage frequency for baby food and drink, by type, 2023
- Immune health and brain development lead as the functional health benefits most sought by parents
- Graph 6: health benefits deemed most important for baby/toddler food/drink, 2023
- Spelling out their health benefits is key for formula milk brands; parents’ approval of organic does not always translate into action
- Graph 7: priorities when buying formula milk, 2023
- Friend/family recommendations are the leading purchase prompt for baby food and drink
- Graph 8: factors prompting purchase of baby food and drink, 2023
- Healthy eating advice for parents appeals widely
- Graph 9: behaviours relating to baby food and drink, 2023
- Innovation and marketing
- Baby/toddler food brands continue to explore snacks for older children and international flavours in 2023
- Advertising spend rebounds in 2023
- Graph 10: total above-the-line, online display and direct mail advertising on baby food and drink, 2021-23
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Market Dynamics
- Market size
- Inflation masks volume sales decline over 2019-23
- Graph 11: retail value sales of baby food and drink, 2019-23
- Market forecast
- Inflation to slow over 2023-28; improved household incomes will allow for trading up
- Continued decline in birth rates to erode volume sales over 2023-28
- Continued, though slowing, inflation and falling volume sales expected for 2023-28
- Graph 12: projected growth/decline in retail value and volume sales of baby food and drink, 2023-28
- Value and volume sales of baby food and drink remained in growth during previous economic downturn
- Graph 13: value and volume sales growth of baby food and drink, 2008-14
- Patterns from 2008-10 will not necessarily be repeated
- Market segmentation
- Value sales rise in all main segments in 2023, despite weak volume sales
- Graph 14: retail value sales of baby food and drink, by segment, 2021-23
- Market share
- Aptamil remains the leading formula milk brand in 2023/24 but loses out to challenger brands and own-label
- Graph 15: retail value sales of formula milk, by leading brands, 2021/22-23/24
- Mixed results for Danone brands
- Graph 16: change in retail value and volume sales of Danone-owned formula milk brands, 2023/24*
- Kendamil gains from increased distribution
- Own-label gains as shoppers economise
- Leading brands struggle in the declining baby food market
- Graph 17: retail value sales of wet and dry baby food, by leading brands, 2021/22-23/24
- Ella’s Kitchen leads the baby food category but loses ground to rival brands and own-label
- Graph 18: retail value sales of wet and dry baby food, by top five brands and own-label, 2023/24
- Little Dish gains from its quality focus and frequent promotions
- Inflation disguises weak volumes for leading finger foods brands over 2023-24
- Graph 19: retail value sales of baby finger foods/snacks, by leading brands, 2021/22-23/24
- Leading baby snacks brands lose ground to own-label in 2023/24
- Macro-economic factors
- Economic output has stagnated since the cost of living crisis began
- Graph 20: GDP, 2021-23
- Falling inflation has reduced pressure on household finances
- Graph 21: CPI inflation rate, 2021-24
- Interest rates expected to fall in 2024, but borrowing pressures will remain
- Food and drink prices still top the list of consumer concerns
- Graph 22: cost of living related issues noticed in the last two months, 2024
- Continuing price rises hinder formula milk sales
- Investigation launched into formula milk prices, and retailers call for a change in the rules
- Consumer confidence continues to trend upwards
- Graph 23: the financial confidence index, 2016-24
- Parents are split on whether the cost-of-living crisis is getting better
- Graph 24: perception of the state of the cost of living crisis in the UK, 2024
- Social, environmental and legal factors
- Birth rate in 2022 falls to a ten-year low
- Graph 25: live births in England & Wales, 2017-22
- Decline in the child population over 2023-28 will hinder category sales
- Graph 26: trends in the age structure of the UK population, 2023-28
- Delayed motherhood trend continues
- Breastfeeding rates rise over 2019-23
- Graph 27: aggregate breastfeeding rate at 6-8 weeks for England, 2018-23
- First stage of free childcare hours extension comes into effect
- Public concerns over ultra-processed foods are a barrier for manufactured baby/toddler food
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What Consumers Want and Why
- Usage of baby food and drink
- Homemade food leads over manufactured on usage
- Graph 28: usage of baby food and drink, by type, 2023
- Parents’ concerns over ready-made products encourage usage of homemade food
- Graph 29: selected behaviours relating to baby food and drink, 2023
- Most parents use both homemade and pre-prepared foods
- Graph 30: usage of manufactured baby/toddler food products and baby/toddler finger foods/snacks (any), by parents’ employment status, 2023
- Homemade food also leads on usage frequency
- Graph 31: usage frequency for baby food and drink, by type, 2023
- Usage frequency falls as children age
- Eight in ten parents use formula milk
- Graph 32: usage frequency for formula milk, by age of the youngest child in the household (nets), 2023
- Usage of formula milk peaks among affluent parents
- Graph 33: usage frequency for formula milk, by how people describe their household finances, 2023
- Health benefits deemed most important for baby/toddler food
- Focus more strongly on functional health benefits in baby/toddler food
- Immune health is the leading functional health benefit desired by parents
- Graph 34: health benefits deemed most important for baby/toddler food/drink, 2023
- Half of parents have immune health as a top-three desired functional benefit
- Fruit-based and yogurt products are strong candidates for immune health claims
- Brain development is the second most sought-after functional health benefit
- Oily fish has popular associations with brain health
- Eye health is important for one in four parents of four-year-olds
- Graph 35: supporting eye health as a top three priority for baby/toddler food and drink, by age of the youngest child, 2023
- Feature nutrients with authorised eye health claims
- Examples of eye health claims from adult foods offer cues for baby/toddler food brands
- Priorities when buying formula milk
- Health benefits and closeness to breast milk are the leading buying factors for formula milk
- Graph 36: priorities when buying formula milk, 2023
- Spelling out the health benefits is crucial for formula milk brands
- Graph 37: health benefits deemed most important for baby/toddler food, by those who see it as ‘very important’ for formula milks’ health benefits to be spelt out on-pack, 2023
- Various formula milk brands spell out their health benefits on-pack
- Many parents see milk being organic as important, but not all act on this
- Parents’ trust in the authorities helps to explain why many do not explicitly seek out organic
- Make the benefits of organic formula milk tangible
- Graph 38: views of various attributes as ‘very important’ when buying formula milk, by people who see organic as ‘very important’, 2023
- A few organic formula milk brands internationally put the focus on their ethical credentials
- Organic own-label formula milk holds untapped potential
- Factors prompting purchase of baby/toddler food and drink
- Unlock the power of friend/family recommendations to drive purchase
- Multiple options to drive purchase of baby/toddler food and drink
- Graph 39: factors prompting purchase of baby food and drink, 2023
- Friend/family recommendations are the leading prompt for baby/toddler food and drink
- Harness social media’s role as implied endorsement
- Feature user reviews and recommendations at POS in-store
- In-store displays have prompted purchase among one in three
- Utilise screen technology in-store to engage shoppers
- Baby food brands in Europe make use of in-store screens to promote their products
- Use in-store positioning to drive associations with out-of-home occasions
- Behaviours relating to baby food and drink
- Advise on parents’ health, as well as children’s
- Healthy eating advice for parents attracts strong interest
- Graph 40: behaviours relating to baby food and drink, 2023
- Offering health advice for parents can help brands to raise their profile and attract goodwill
- Leverage parents’ trust in medical professionals
- Advise on emotional as well as physical health
- Encourage parents to share their own healthy eating tips
- Link up with VMS brands on promotions
- Graph 41: usage of vitamins and supplements in the last 12 months, by parents and non-parents, 2023
- Parents show high concerns over chemical contamination from packaging
- Highlight to parents where and how packaging is free from risk of contamination
- Emphasize testing methods used to ensure product packaging is contamination-free at all points of the manufacturing process
- US food brands spotlight the absence of PFAs in their packaging
- Reassure parents on the safety of recycled plastic
- Own-label formula milk has its time to shine
- Take inspiration from retailers outside the UK on own-label formula milk
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Innovation And Marketing Trends
- Launch activity and innovation
- Functional health claims are much more widespread in formula milk than for food launches
- Graph 42: new product launches in the UK baby/toddler food and drink market, by functional health claims, by category, 2019-23
- Formula milk, cereals and yogurt demonstrate how functional health claims can be made on-pack
- Baby food brands continue their efforts to widen their appeal…
- …but face increased competition
- Plant-based launches continue
- Leading and niche brands explore international flavours
- Products with a charity link grow share of baby food and drink launches
- Advertising and marketing activity
- Advertising spend on baby food bounces back in 2023
- Graph 43: total above-the-line, online display and direct mail advertising on baby food, drink and milk
- Organix campaign urges parents to introduce their children to an alphabet of fruits and vegetables
- Organix targets family-friendly music festivals
- Ella’s Kitchen continues the ‘Eat Play Love’ campaign into 2024
- Ella’s Kitchen promotes its Christmas charity tie-up with in-store activation
- Leading baby/toddler food brands highlight their environmental commitments
- Baby/toddler food brands look to engage parents through sampling and giveaways
- For Aisha releases new TV advert
- Danone’s formula milk brands target the summer holiday season
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Appendix
- Supplementary data
- Appendix: market size and forecast
- Appendix: market forecast and prediction intervals (value)
- Appendix: market forecast and prediction intervals (volume)
- Appendix: market segmentation (1)
- Appendix: market segmentation (2)
- Appendix: formula milk value sales – brands
- Appendix: formula milk volume sales – brands
- Appendix: formula milk value sales – brand owners
- Appendix: formula milk volume sales – brand owners
- Appendix: wet and dry baby food value sales – brands
- Appendix: wet and dry baby food volume sales – brands
- Appendix: wet and dry baby food value sales – brand owners
- Appendix: wet and dry baby food volume sales – brand owners
- Appendix: baby finger foods/snacks value sales – brands
- Appendix: baby finger foods/snacks volume sales – brands
- Appendix: baby finger foods/snacks value sales – brand owners
- Appendix: baby finger foods/snacks volume sales – brand owners
- Appendix – launch activity and innovation (1)
- Appendix – launch activity and innovation (2)
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Methodology
- Forecast methodology
- Consumer research methodology
- Nielsen Ad Intel coverage
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