Table of Contents
Issues in the Market
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- Key themes
- Definition
- Abbreviations
Future Opportunities
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- Cross-referencing to adult foods
- A break from perfect parenting?
- Trend from Inspire: Hyper-parenting
- Natural ingredients
- Trend from Inspire: Purity
Market in Brief
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- Slower but robust growth continues
- Milks and finger foods strong
- In a concentrated market, Nutricia extends its lead
- Smaller brands rule the roost in NPD
- Grocers gain in downturn
- Consumers more knowledgeable – and demanding
Internal Market Environment
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- Key points
- Recommendations dominate
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- Figure 1: Initial breast feeding rates in England and Wales, 1980-2005
- Figure 2: UK Breastfeeding rates, by age of child, 1990-2005
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- Figure 3: Age at introduction of solid food, 1995-2005
- Health awareness rising
Broader Market Environment
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- Key points
- A mini baby boom
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- Figure 4: Number of live births and total fertility rate in England and Wales, 1997-2007
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- Figure 5: Average age of women at childbirth, UK, 1997-2007
- Figure 6: Births by age of mother at childbirth, UK, 2007 and change in share, 1997-2007
- Growth in PDI expected to halt
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- Figure 7: PDI at current prices and annual % growth, 1998-2008
- Most women work
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- Figure 8: Number of weeks of maternity leave taken, 2007
Competitive Context
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- Key points
- The domestic substitutes
- Tough competition with cereals
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- Figure 9: UK retail volume sales of hot cereals, 2002-07
- Baby drinks lack edge
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- Figure 10: UK retail sales of juice drinks, by target age group, 2003-08
- The baby market is big business
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- Figure 11: Sales of other baby care products, by type, 2003-07
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Smaller brands lead NPD
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- Figure 12: Leading innovators in baby foods, 2008
- Tubs and pots still growing
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- Figure 13: Innovation in baby foods, by type of packaging, 2008
- Treats, top-ups, taste-experiences – desserts
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- Figure 14: Innovation in baby foods, by product category, 2008
- Functional foods
- Natural and convenient – expected, not achieved?
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- Figure 15: Innovation in baby foods, by product category claim, 2004 and 2008
- Figure 16: Innovation in baby foods, by product claim, 2008
Market Size and Forecast
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- Key points
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- Figure 17: UK retail value sales of baby food, milk and drinks, index of growth, 2004-14
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- Figure 18: UK retail value sales of baby food, milk and drinks, at current and constant prices, 2004-14
- No nasties
- Almost home-made
- External interest
- Milk robust till birth rates slow
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- Figure 19: UK retail value sales of baby milk, at current and constant prices, 2004-14
- Meals partly insulated from PDI
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- Figure 20: UK retail value sales of baby meals, at current and constant prices, 2004-14
- NPD a major factor for finger food
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- Figure 21: UK retail value sales of finger foods, ar current and constant prices, 2004-14
- Drinks remain lacklustre
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- Figure 22: UK retail value sales of baby drinks, at current and constant prices, 2004-14
- Factors used in the forecast
Segment Performance
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- Key points
- Milk gains in total baby market
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- Figure 23: UK retail value sales of baby food, milk and drink, by sector, 2004-09
- Figure 24: UK retail value sales of baby food, milk and drink, by sector, 2004-09
- Dynamic growth in organics
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- Figure 25: UK retail value sales of organic baby food, milk and infant formula, 2004-09
- Baby meals
- Healthy growth in baby meals
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- Figure 26: UK retail value sales of baby meals, by type, 2004-09
- Figure 27: UK retail value sales of baby meals, by type, 2004-09
- NPD and segmentation drive wet meals
- Halal meals still niche
- Pots and trays replace jars and cans
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- Figure 28: UK retail value sales of wet baby meals, by packaging type, 2004-09
- Frozen aim for almost home-made
- Breakfast dominates dry segment
- Puff snacks boost finger food
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- Figure 29: UK retail value sales of baby finger foods, by type, 2004-09
- Baby milks and drinks
- Healthy start and inflation boost milks
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- Figure 30: UK retail value sales of baby milks, by type, 2004-09
- Figure 31: UK retail value sales of baby milks, by type, 2004-09
- First- and second-stage powders dominate
- Baby drinks stagnate
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- Figure 32: UK retail value sales of baby drinks, by type, 2004-09
Market Share
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- Key points
- Leading manufacturers still dominate
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- Figure 33: Estimated manufacturer/brand shares in UK value sales of baby food, milk and drinks 2004-08
- Troubled Heinz
- Nutricia steams ahead
- Smaller brands make their mark
- Hot competition in meals
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- Figure 34: Estimated manufacturer/brand shares in UK retail value sales of baby food, milk and drinks, 2008
- HiPP rules organic roost
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- Figure 35: Estimated manufacturer/brand shares in UK retail value sales of organic baby food, milk and drinks, 2004-08
Companies and Products
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- Key points
- Manufacturers and brands
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- Figure 36: Leading companies in the baby food market and their brands, 2009
- Major players
- Babylicious
- Ella’s Kitchen
- Heinz
- HiPP Organic
- Nutricia
- Organix
- Plum Baby
- SMA Nutrition
Brand Communication and Promotion
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- Key points
- Advertising restrictions tighten further
- Explosive growth in main media spend
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- Figure 37: Main monitored media advertising spend on baby food, 2004-08
- TV the media of choice
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- Figure 38: Main monitored media advertising spend on baby food, by media, 2004-08
- Three manufacturers dominate adspend
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- Figure 39: Percentage share of main monitored media advertising expenditure on baby food and drink, by top-spending manufacturers, 2004-08
- Milk brands lead
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- Figure 40: Main monitored media advertising expenditure on baby food and drink, by top-spending products, 2007-08
- Emotion, information, both?
- Science vs. emotion
- Current trends – all natural
- New channels gain importance
- Bounty still strong
Channels to Market
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- Key points
- Grocery multiples lead
- Chemists lose ground
- A boost to smaller retailers
- Potential for direct selling?
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- Figure 41: UK retail value sales of baby food and drink, by outlet type, 2004-08
The Consumer – Usage
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- Key points
- Follow-up milk drives usage growth
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- Figure 42: Trends in use of baby milk, 2004-08
- Younger mums choose bottle over breast
- Older and affluent parents are light users
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- Figure 43: Most valuable consumers for baby milk and baby food, by socio-economic group, 2008
- Ready-meals continue to gain ground
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- Figure 44: Trends in use of baby or junior foods, 2004-08
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- Figure 45: Trends in packaging of baby or junior food used, 2006-08
The Consumer – Attitudes
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- Key points
- Parents of young children against junk food, keen on new products
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- Figure 46: Agreement with statements about food, by guardians of children aged up to three, 2008
- Frozen foods win favour, children's autonomy being questioned more
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- Figure 47: Trends in agreement with statements about food, 2004-08
Target Groups – 0-2-year-olds
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- Key points
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- Figure 48: Target groups by attitudes, parents/guardians of children aged 0-2, 2008
- Price-led (34%)
- Convenience-driven (37%)
- All-aware (29%)
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- Figure 49: Target groups, by agreement with additional lifestyle statements, parents/guardians of children aged 0-2, 2008
- Figure 50: Target groups, by agreement with statements about food, parents/guardians of children aged 0-2, 2008
Target Groups – 3-5-year-olds
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- Key points
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- Figure 51: Target groups by attitudes, parents/guardians of children aged 3-5, 2008
- Price is all (36%)
- Smart shoppers (28%)
- Easy living (36%)
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- Figure 52: Target groups, by agreement with statements about food, parents/guardians of children aged 3-5, 2008
Appendix
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- Consumer research
- ACORN
- Advertising data
Appendix – The Consumer – Usage
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- Figure 53: Frequency of using baby milk, by detailed demographics, 2008
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- Figure 54: Frequency of using baby or junior food, by detailed demographics, 2008
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Appendix – The Consumer – Attitudes
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- Figure 55: Agreement with statements about food and shopping, by detailed demographics, 2008
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- Figure 56: Agreement with statements about food and shopping, by detailed demographics, 2008 (Contd…)
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Appendix – The Consumer: Target Groups 0-2-year-olds
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- Figure 57: Target groups, by demographics, parents/guardians of children aged 0-2, 2008
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- Figure 58: Target groups, by frequency of using baby milk, parents/guardians of children aged 0-2, 2008
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- Figure 59: Target groups, by frequency of using baby food, parents/guardians of children aged 0-2, 2008
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- Figure 60: Target groups, by agreement with additional lifestyle statements, parents/guardians of children aged 0-2, 2008
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- Figure 61: Target groups, by time spent caring for children on an average weekday, parents/guardians of children aged 0-2, 2008
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Appendix – The Consumer: Target Groups 3-5-year-olds
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- Figure 62: Target groups, by detailed demographics, parents/guardians of children aged 3-5, 2008
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- Figure 63: Target groups, by agreement with additional lifestyle statements, parents/guardians of children aged 3-5, 2008
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- Figure 64: Target groups, by frequency of using baby food, parents/guardians of children aged 3-5, 2008
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- Figure 65: Target groups, by frequency of using baby milk, parents/guardians of children aged 3-5, 2008
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