“With the income squeeze likely to further boost the popularity of homemade food, it is imperative for manufacturers to convince consumers that their products are worth paying more for. Highlighting ingredient provenance would help to project an image of quality and transparency, much needed given parents’ low trust in brands.”
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Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Overview
Executive Summary
Issues and Insights
Market
Market
Mintel provides a range of market information across categories including: forecasting and share information; internal and broader market environment information; and the issues that affect the market in question.
The Market – What You Need to Know
Market Size and Forecast
Market Segmentation
Market Drivers
Consumer
Consumer
Mintel conducts exclusive and original consumer research for reports, bringing up-to-date and unique insight to topical issues. This research examines the impact of social, economic, cultural and psychological influences on consumers.
The Consumer – What You Need to Know
Usage of Baby Food and Drink
Behaviours relating to Feeding Babies and Toddlers
Trusted Sources of Advice
Baby Food and Drink Buying Behaviours
Attitudes towards Baby Food and Drink
Brand/Company
Brand/Company
Our brand research provides data and informed analysis across a number of consumer metrics including usage, satisfaction, recommendation, momentum and trust. It also explores consumer attitudes towards brands and examines the reasons behind these.
Companies and Brands – What You Need to Know
Market Share
Launch Activity and Innovation
Advertising and Marketing Activity
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
Appendix – Data Sources, Abbreviations and Supporting Information
Appendix – Market Size and Forecast
Appendix – Market Drivers
7th February 2019
“The rush of NPD activity in baby food from retailers puts own-label in a serious position to challenge brands in a category where it has traditionally played a minor role. Own-label’s strong associations with both good value and quality underline its potential to succeed here.” 
17th July 2018
“The Little Freddie launch is a rare example of a baby food brand putting its ingredient varieties and animal welfare credentials front and centre. Details on ingredient provenance appeal to many parents, pointing to an under-utilised selling point.”
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Focus on ingredient provenance should help to build trust
