What you need to know
Estimated at £689 million in 2019, the baby food, drink and milk market grew by 1.3% over 2014-19 – inflation being the main driver of growth. Volume sales have been hit by the declining birth rate, reaching 85 million kg in 2019, with a 2.4% drop predicted over 2019-24.
The continued popularity of homemade baby food, which is more popular than any manufactured food and drink, is also denting demand for manufactured versions, with only snacks in growth.
NPD continues to drive interest, with formula milk brands looking to appeal to both the premium and mid-market with recent launches while brands are looking to consumer demand for dairy-free and plant-based foods in baby food also. That advertising spend has been cut in some channels threatens engagement with the already embattled market.
Products covered in this Report
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 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 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.
