Key points included

  • Smart food for babies
  • Green[ish] packaging
  • Snack attack in China

The big stories

In 2019, to offset a slow growth in the world’s largest market, brands created demand for baby snacks and biscuits among Chinese parents. Elsewhere, parents were introduced to baby food/milk positioned as supporting brain health. Parents were also offered more sustainable packaging as brands responded to their environmental concerns.


In the next two years

Technology advancements – from blockchain to DNA tests – have started to shape the baby food category. Maternal nutrition can help to protect unborn babies against environmental pollution and allergies. Baby food/milk manufacturers need to get involved in laying the foundations for a greener, fairer world for the next generations.


In five years and beyond

Baby food/milk brands have a role to play to achieve gender equality. Evidence of the health benefits associated to an “”optimal”” vaginal microbiome will drive demand for personalised maternal nutrition products. Tech companies have started to work on lab-grown breastmilk.

Expert analysis from a specialist in the field

Written by Caroline Roux, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

As growth in the world’s largest baby food/milk market has slowed down, brands are trying to create new needs among parents: one in four new baby food/milk products launched in China in 2019 was a baby snack or biscuit. But to establish themselves as healthy food for Chinese babies, brands of snacks and biscuits will have to dial up their health and nutritional credentials, and clean their ingredients list.

Caroline Roux
Food & Drink Analyst

Table of Contents

  1. the big stories

    • Snack attack in China
    • Smart food
    • Green[ish] packaging
    • [Graph] China: new baby snacks and biscuits, top health-related claims, 2019
    • Protecting brain health
    • Maximising brain health
    • Improving brain health
  2. in the next two years

    • Data-powered diets
    • A greener, fairer planet
    • Protection through maternal nutrition
  3. in five years and beyond

    • Change, Incorporated to achieve gender equality
    • Smart Diets for "optimal" vaginal microbiome
    • High-tech Harvests of lab-grown breastmilk
  4. key market data

    • [Graph] Global: new infant milk formula/growing-up milks, top five health-related claims, 2015-19
    • [Graph] Global: new baby food/drink (excl baby/toddler milk), top five claims, 2015-19
    • [Graph] Global: new baby food/drink (excl baby/toddler milk), top five packaging types, 2015-19

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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