Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Total UK retail value sales of baby food, drink and milk, 2007-17
- Figure 2: Total UK retail volume sales of baby food, drink and milk, 2007-17
- Segment performance
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- Figure 3: UK retail value sales of baby food, milk and drink, by sector, 2012
- Market factors
- Immigration helps to accelerate the UK’s rising number of births
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- Figure 4: Forecast number of live births in the UK, 2010-17
- Mothers are breastfeeding for longer
- UK experiences baby milk shortages owing to exports to China
- Frugal spending habits may be taking their toll on organic baby products
- Companies, brands and innovation
- New product lines decline between 2011 and 2012
- Baby food: Cow & Gate suffers as Ella’s soars
- Baby milk: Danone records strong growth for Cow & Gate and Aptamil
- Total adspend reaches highest point since at least 2009
- The consumer
- Over two thirds of parents feed their child homemade food at least twice a day
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- Figure 5: Frequency of usage of baby food, by type, March 2013
- Level of affluence has a key impact on purchasing levels of baby food
- Two thirds of parents trust homemade over pre-made baby food
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- Figure 6: Attitudes towards baby food and drink, March 2013
- The importance of variety
- Baby-led weaning comes to the fore
- Only three in ten parents trust organic baby food over non-organic
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- Figure 7: Further attitudes towards baby food and drink, March 2013
- What we think
Issues in the Market
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- How can manufacturers improve parents’ trust in pre-made baby food?
- How can organic brands increase engagement among parents of babies/toddlers?
- Which NPD areas offer potential in baby drinks?
- How can manufacturers benefit from the baby-led weaning trend?
Trend Application
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- Trend: Extend my Brand
- Trend: Many Mes
- Mintel Futures: Human
Market Drivers
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- Key points
- Immigration helps to accelerate the UK’s rising number of births
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- Figure 8: Forecast number of live births in the UK, 2010-17
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- Figure 9: Population forecasts, by infant age group, England, 2011-17
- Mothers are breastfeeding for longer
- UK experiences baby milk shortages owing to imports to China
- Frugal spending habits may be taking their toll on organic baby products
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- NPD in baby food falls after 2011 peak
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- Figure 10: Share of new product launches within the UK baby food, drink and milk market, by type, 2009-12
- Hipp boosts NPD
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- Figure 11: Share of new product launches within the UK baby food, drink and milk market, by brand, 2012
- Figure 12: Share of new product launches within the UK baby food, drink and milk market, by brand, 2009-12
- Ella’s unveils the ‘spouch’ and debuts in breakfast cereal and chilled dairy
- Branded NPD rallies in 2012
- Exotic flavours flood into the market
- Pouches boost share of NPD in 2012 as jars decline
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- Figure 13: Share of new product launches within the UK baby food, drink and milk market, by packaging type, 2009-12
Market Size and Forecast
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- Key points
- Price inflation in baby milk helps boost value growth
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- Figure 14: UK retail value and volume sales of total baby food, drink and milk, 2007-17
- The future of the baby food, drink and milk market
- Market forecasts
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- Figure 15: Total UK retail value sales of baby food, drink and milk, 2007-17
- Figure 16: Total UK retail volume sales of baby food, drink and milk, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Baby milk and finger food drive value sales
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- Figure 17: UK retail value and volume sales of baby food, milk and drink, by sector, 2009-12
- Wet and dry baby food suffers volume and value sales declines
- Finger food loses volume share
Market Share
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- Key points
- Cow & Gate suffers as Ella’s soars
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- Figure 18: Leading brands’ sales and shares in the UK baby food and snacks market, by value and volume, 2012* and 2013**
- Contrasting performances from the organic brands
- Strong value growth across Danone’s milk portfolio
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- Figure 19: Leading brands’ sales and shares in the UK baby milk market, by value and volume, 2012* and 2013**
- Danone records strong growth for its baby milk brands
- Nestlé adds troubled SMA to its brand stable
Companies and Products
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- Figure 20: Leading companies and brands in the baby food and drink market, 2013
- Danone Baby Nutrition
- Ella’s Kitchen
- Heinz
- HiPP Organic
- Little Dish
- Nestlé SA
- Organix
- Plum Inc
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Brand Communication and Promotion
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- Key points
- Adspend improves on last year’s performance
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- Figure 21: Main monitored media advertising spend in the baby food and drink market, 2009-12
- Figure 22: UK adspend on baby food and drink, by product category, 2009-12
- Danone dominates the advertising landscape
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- Figure 23: Top advertisers in the UK baby food and drink category, 2009-12
- 2012 sees a growth in adspend on alternative media channels
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- Figure 24: Adspend in the UK baby food and drink category by media type, 2009-12
Consumer – Frequency of Usage of Baby Food by Type
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- Key points
- Over two thirds of parents feed their child homemade food at least twice a day or more
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- Figure 25: Frequency of usage of baby food, by type, March 2013
- Men are significantly more likely to feed their children pre-made baby/toddler food
Consumer – Types of Baby Food and Drink Purchased
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- Key points
- Level of affluence has a key impact on purchasing levels of baby food
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- Figure 26: Types of baby food, milk and drink purchased, March 2013
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- Figure 27: Types of baby food, drink and milk purchased, by socio-economic groups, March 2013
- Younger parents are the more likely to buy infant/formula milk
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- Figure 28: Types of baby milk purchased, by age and ACORN groups, March 2013
- Purchase of baby juice drinks declines among higher earners
Attitudes Towards Baby Food and Drink
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- Key points
- Lack of trust in homemade baby/toddler food offset by demand for varied foods
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- Figure 29: attitudes towards baby food and drink, March 2013
- The importance of variety
- Three in ten struggle to provide their child with their 5-a-day
Consumer – Further Attitudes Towards Baby Food and Drink
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- Key points
- Just three in ten parents trust organic baby food over non-organic
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- Figure 30: Further attitudes towards baby food and drink, March 2013
- NPD opportunities in toddler drinks
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- Figure 31: Agreement with statements ‘I would be interested in buying non-sweet drinks for babies,’ and ‘I would buy baby juices/flavoured water containing added vitamins and nutrients,’ by age of youngest child, March 2013
- A wider own-label variety of baby food appeals to nearly one in five
- Parents with a baby aged between six and 12 months are keenest to see easier packaging on RTD formula
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- Figure 32: Agreement with attitudes towards baby milk, by age of youngest child, March 2013
Appendix – Market Size and Forecast
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- Figure 33: Total UK retail value sales of wet/dry baby food, 2007-17
- Figure 34: Best- and worst-case forecasts for UK value sales of wet/dry baby food, 2012-17
- Figure 35: Total UK retail value and volume sales of wet/dry baby food, 2007-17
- Figure 36: Total UK retail volume (m kg) sales of wet/dry baby food, drink and milk, 2007-17
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- Figure 37: Best- and worst-case forecasts for UK volume sales of wet/dry baby food, 2012-17
- Figure 38: Total UK retail value sales of baby milk, 2007-17
- Figure 39: Best- and worst-case forecasts for UK value sales of baby milk, 2012-17
- Figure 40: Total UK retail value and volume sales of baby milk, 2007-17
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- Figure 41: Total UK retail volume (m kg) sales of baby milk, 2007-17
- Figure 42: Best- and worst-case forecasts for UK volume sales of baby milk, 2012-17
- Figure 43: Total UK retail value sales of finger food, 2007-17
- Figure 44: Best- and worst-case forecasts for UK value sales of finger food, 2012-17
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- Figure 45: Total UK retail value and volume sales of finger food, 2007-17
- Figure 46: Total UK retail volume (m kg) sales of finger food, 2007-17
- Figure 47: Best- and worst-case forecasts for UK volume sales of finger food, 2012-17
- Figure 48: Total UK retail value sales of baby drinks, 2007-17
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- Figure 49: Best- and worst-case forecasts for UK value sales of baby drinks, 2012-17
- Figure 50: Total UK retail value and volume sales of baby drinks, 2007-17
- Figure 51: Total UK retail volume (m kg) sales of baby drinks, 2007-17
- Figure 52: Best- and worst-case forecasts for UK volume sales of baby drinks, 2012-17
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Appendix – Frequency of Usage of Baby Food by Type
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- Figure 53: Frequency of usage of baby food, by type, March 2013
- Figure 54: Frequency of usage of homemade food, by type, by demographics, March 2013
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- Figure 55: Frequency of usage of baby food, by baby/toddler food products (in cartons, pouches, jars etc), by demographics, March 2013
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Appendix – Types of Baby Food and Drink Purchased
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- Figure 56: Types of baby food and drink purchased, March 2013
- Figure 57: Most popular types of baby food and drink purchased, by demographics, March 2013
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- Figure 58: Next most popular types of baby food and drink purchased, by demographics, March 2013
- Figure 59: Other types of baby food and drink purchased, by demographics, March 2013
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Appendix – Attitudes Towards Baby Food and Drink
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- Figure 60: Attitudes towards baby food and drink, March 2013
- Figure 61: attitudes towards baby food and drink, by demographics, March 2013
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Appendix – Further Attitudes Towards Baby Food and Drink
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- Figure 62: Further attitudes towards baby food and drink, March 2013
- Figure 63: Most popular further attitudes towards baby food and drink, by demographics, March 2013
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- Figure 64: Next most popular further attitudes towards baby food and drink, by demographics, March 2013
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