This report assesses and analyses the market for commercially-prepared baby foods and drinks in the UK, estimated to have grown by some 13% in terms of both value and volume between 1999 and 2004. While the UK birth rate has been in long-term decline, the trend went into sharp reverse in 2003 and projections have been revised upwards. Naturally, this provides a boost in demand for baby food.

The market is controlled by a handful of multinationals with global brands; however, the rising age of UK mothers has produced an increasingly sophisticated consumer base preoccupied with quality, and several suppliers of organic baby food have succeeded in carving out niches for themselves. Innovation and NPD continue at a high level in a highly competitive market in which average prices have been falling, due to intensive EDLP in the grocery multiples.

Using the latest consumer research, market size data and trend analysis, this report provides vital new insight into the current state of the sector and its prospects, covering market drivers, market segmentation, the supply structure, distribution, advertising and promotion, sales forecasts and a pan-European comparison.

Mintel’s findings offer you a unique means of tailoring your marketing to real demand, both tactically and strategically, helping you to avoid market pitfalls, to discover sector opportunities and to achieve the best possible results.

Please note that this report also forms part of Mintel’s Baby Food, Milk and Drinks in Europe title. Should you wish to order more than one market report form within this title, please contact Information Team to discuss potential multiple-purchase discounts.