The Future of Baby Food and Milk 2023

The Future of Baby Food and Milk 2023 is a global market report that covers the latest innovations and consumer trends across the baby food and infant formula market in 2023. Our global market report identifies evolving areas, consumer attitudes, and important advances expected across regions like EMEA, APAC, and LATAM over the next five years and beyond.

Baby Food and Milk – Current market landscape

Parents’ negative perceptions of ready-made baby meals continue to present a challenge this category. In Asia, clean label claims, such as no additives or preservatives, have gained share among baby milk and food launches. Baby milk and food launches in North America are focusing on functional benefits, which may go some way to reassuring parents concerned about nutritious level of baby food.

• Almost half of UK parents who feed homemade food to their children aged 0-4 agree that this is more nutritious than manufactured baby food.

Baby Food and Milk – Trends in the next two years

The rising cost of baby food and milk will lead to more parents considering private label products to save money. Retailers should not shy away from launching private label baby food and formula as long as they do not compromise on quality. In order for brands to succeed, products will need to convince parents that they offer genuine quality and all the essential nutrients required for their baby’s growth and development.

Some parents value sustainability claims in baby food but it is not a top priority. Health and nutritional benefits still take precedence. Brands need to link their sustainability initiatives to tangible benefits, like superior nutrition. Highlighting the benefits of local ingredients and the lack of palm oil can also reassure parents.

• In Germany, 26% of parents with children aged 0-4 look for palm oil free formula when buying milk for their youngest child.

Baby Food and Milk – Trends in the next five years

Health and food safety development will continue, and personalized nutrition will help ensure age-appropriate growth to avoid health issues as children age. In product development, brands can leverage the functionality of AI to detect contamination during production as a pivotal preventative measure and reduce the chances of product recall and supply shortages.

Purchase our full Future of Baby Food and Milk Market Report to discover more about the emerging trends and consumer demands that will shape the industry in the next five years and beyond. 

Expert Analysis from an Industry Specialist

This report, written by Jolene Ng, a leading food and drink analyst, delivers in-depth commentary and analysis to highlight current global trends and add expert context to the numbers.

Development in health and food safety continues to be important. Nutrition that supports age-appropriate growth and easy solutions to homemade food will thrive.

Jolene Ng
Senior Food and Drink Analyst