The UK baby food, drink and milk market was hit by the 4% decline in the number of births in 2013, contributing to the 3% decline in volume sales over 2013-14. Meanwhile, rising prices have fuelled value growth ahead of volumes, translating into a 3% value growth over 2013-14, putting the market’s total value at £656 million in 2014.

It is predicted that there will be a further 2% decline in the number of births over the 2014-19 period. This poses a challenge for the category, as does the ongoing competition manufactured baby food faces from homemade versions, with this the preferred option for most parents over manufactured baby food.

This report includes products manufactured specifically for babies and infants aged primarily under 2 years, although manufacturers are targeting older infants with commercial products.

The report covers:

• milks, including liquid ready-to-feed (RTF) 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 (RTD) 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.

Value figures throughout this report are at retail selling prices unless otherwise stated. Market sizes at constant 2012 prices have been devised using Mintel’s food deflator. Crown copyright material is reproduced with the permission of the Controller of HMSO and the Queen’s Printer for Scotland.