Table of Contents
Executive Summary
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- The market
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- Figure 1: UK retail value sales of baby food, drink and milk, 2009-19
- Market factors
- Birth rates fell by 4% over 2012-13
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- Figure 2: Live births in England and Wales, 2003-13
- Average age of mothers reaches 30
- A rise in real disposable income should facilitate premiumisation in the market
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- Figure 3: Financial wellbeing index, January 2009-January 2015
- The percentage of new mothers who have initiated breastfeeding has now stabilised
- Companies, brands and innovation
- Baby milk extends its dominance in the market
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- Figure 4: UK retail value and volume sales of baby food, milk and drink, by segment, 2013 and 2014
- Organix remains top player in baby snacks
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- Figure 5: Leading brands’ shares in the UK baby snacks market, by value, 2014
- NPD booms in baby snacks
- Total adspend climbs in 2014
- The consumer
- Half of parents don’t use manufactured baby foods at all
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- Figure 6: Frequency of usage of baby food, by type, February 2015
- Very few parents buy baby food online
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- Figure 7: Where parents have bought baby food from, by type of retailer, February 2015
- Concerns over sugar and salt continue to carry sway
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- Figure 8: Consumer attitudes towards manufactured baby and toddler food, February 2015
- High interest in fortified cow’s milk
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- Figure 9: Consumer interest in product innovation, February 2015
- What we think
Issues and Insights
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- Scope to boost the appeal of manufactured baby/toddler food by harnessing the healthy connotations of the product
- The facts
- The implications
- Flavours in stages offer strong potential
- The facts
- The implications
- Opportunities to grow purchasing of baby food in the online channel
- The facts
- The implications
Trend Application
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- Trend: Guiding Choice
- Trend: Extend My Brand
- Minimize Me
Market Drivers
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- Key points
- Birth rates fell by 4% over 2012-13
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- Figure 10: Live births in England and Wales, 2003-13
- Average age of mothers reaches 30
- Less than half of babies are being breastfed after six to eight weeks
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- Figure 11: Percentage of mothers initiating breastfeeding and the percentage of infants being breastfed at six to eight weeks, 2008/09-2013/14
- Concerns around sugar have been heightened
- There is still uncertainty about the sugar content of manufactured baby/toddler food
- A rise in real disposable income should facilitate premiumisation in the market
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- Figure 12: Financial wellbeing index, January 2009-January 2015
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- NPD booms in baby snacks
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- Figure 13: Share of new product launches within the UK baby food, drink and milk market, by type, 2010-14
- M&S enters the baby food market
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- Figure 14: New product activity in the UK baby food, drink and milk market, own-label vs branded, 2010-14
- Ella's Kitchen boosts NPD in 2014
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- Figure 15: Share of new product launches within the UK baby food, drink and milk market, by brand, 2010-14
- Figure 16: Share of new product launches within the UK baby food, drink and milk market, by launch type, 2010-14
- Abbott Nutrition targets fussy eaters
- Arla is first to market with a fresh fortified milk for children
- Cow & Gate launches 'Friends' – a four-stage range of savoury vegetable pouches
- Innovation around texture
- Quinola Mothergrain enters the baby food market
- L/N/R sugar and salt claims become less prevalent
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- Figure 17: Share of new product launches within the UK baby food, drink and milk market, by claims, 2010-14
- Figure 18: Share of new product launches within the UK baby food market, by claims, 2014
- Companies should provide parents with more information about ingredients
- No additives/preservatives claims lose traction whilst organic and all-natural claims grow
- New brand, KiddieCubes, hits the frozen baby food aisle
- The increase in on-the-go claims should resonate
Market Size and Forecast
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- Key points
- The market value growth continues despite falling volume sales in 2014
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- Figure 19: UK retail value and volume sales of total baby food, drink and milk, 2008-18
- The future of the baby food, drink and milk market
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- Figure 20: UK retail value sales of baby food, drink and milk, 2009-19
- Figure 21: UK retail volume sales of baby food, drink and milk, 2009-19
- Factors used in the forecast
Segment Performance
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- Key points
- Baby milk extends its dominance in the market
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- Figure 22: UK retail value and volume sales of baby food, drink and milk, by segment, 2011-14
- The decline in the baby food segment continues
- Baby finger food grows thanks to NPD
- Sugar coverage hits baby drinks
Market Share
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- Key points
- Ella’s Kitchen leaps ahead in baby food
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- Figure 23: Leading brands’ sales and shares in the UK wet and dry baby food market, by value and volume, 2012/13 and 2013/14
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- Figure 24: Leading manufacturers’ sales and shares in the UK wet and dry baby food market, by value and volume, 2012/13 and 2013/14
- Organix remains top player in baby snacks
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- Figure 25: Leading brands’ sales and shares in the UK baby snacks market, by value and volume, 2012/13 and 2013/14
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- Figure 26: Leading manufacturers’ sales and shares in the UK baby snacks food market, by value and volume, 2012/13 and 2013/14
- Aptamil extends its lead in baby milk
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- Figure 27: Leading brands’ sales and shares in the UK baby milk market, by value and volume, 2012/13 and 2013/14
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- Figure 28: Leading manufacturers’ sales and shares in the UK baby milk market, by value and volume, 2012/13 and 2013/14
Companies and Products
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- Figure 29: Leading companies and brands in the baby food and drink market*, 2014
- Danone Baby Nutrition
- Background
- Product range
- Product innovation
- Ella’s Kitchen
- Background
- Recent activity
- Product range and innovation
- Heinz
- Background
- Product range and innovation
- HiPP Organic
- Background
- Product range and innovation
- Little Dish
- Background
- Product range and innovation
- Advertising and marketing
- Nestlé
- Background
- Product range and innovation
- Advertising and marketing
- Organix
- Background
- Product range and innovation
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Brand Communication and Promotion
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- Key points
- Total adspend climbs in 2014
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- Figure 30: Main monitored media advertising spend in the baby food, milk and drink market, 2010-14
- Figure 31: UK adspend on baby food, milk and drink, by product category, 2010-14
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- Figure 32: Top advertisers in the UK baby food, milk and drink category, 2010-14
- Organix launches a No Junk campaign
The Consumer – Usage and Buying of Baby Food
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- Key points
- Half of parents don’t use manufactured baby foods at all
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- Figure 33: Frequency of usage of baby food, by type, February 2015
- Parents do stay in the market past the 12-month point
- Very few parents buy baby food online
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- Figure 34: Where parents have bought baby food from, by type of retailer, February 2015
The Consumer – Attitudes towards Manufactured Baby and Toddler Food
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- Key points
- Concerns over sugar and salt continue to carry sway
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- Figure 35: Consumer attitudes towards manufactured baby and toddler food, February 2015
- Parents seek guidance and reassurance on the nutritional requirements of babies/toddlers
- Opportunity for baby/toddler snacks to extend usage past 36 months
- Baby foods still suffer from weak flavour perceptions
The Consumer – Interest in Product Innovation
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- Key points
- High interest in fortified cow’s milk
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- Figure 36: Consumer interest in product innovation, February 2015
- Untapped demand for a low-salt baby/toddler cheese
- NPD opportunities in baby/toddler dips
- Scope to expand on interest in baby/toddler meals with ethnic flavours
Appendix – Market Size and Forecast
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- Figure 37: Best- and worst-case forecasts for UK value sales of baby food, drink and milk, 2014-19
- Figure 38: Best- and worst-case forecasts for UK volume sales of baby food, drink and milk, 2014-19
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