Table of Contents
Overview
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- What you need to know
- Products covered in this report
Executive Summary
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- The market
- Value and volume sales decline in 2018
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- Figure 1: Forecast of UK value sales of baby food, drink and milk, 2013-23
- Milk continues to dominate market, wet and dry food sales fall
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- Figure 2: Retail value sales of baby food, drink and milk, by segment, 2016-18
- Fall in birth rate accelerates, age of mothers climbs
- Government publishes new guidance on feeding babies
- Companies and brands
- Aptamil leads in milk, despite decline in sales
- Ella’s Kitchen sees sales slow in baby food, own-label leaping ahead
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- Figure 3: Leading brands’ shares in the UK wet and dry baby food market, by value, 2018*
- Kiddylicious and Ella’s Kitchen chase Organix in finger foods and snacks market
- Own-label launch activity picks up in 2018
- Snacks are a key focus of NPD
- NPD taps into on-trend flavours and superfoods and grains
- Adspend bounces back in 2018
- The consumer
- Homemade food remains the most popular
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- Figure 4: Usage of baby food and drink, by type, December 2018
- Sugar is the top factor considered by parents when buying food and snacks
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- Figure 5: Factors influencing choice of baby food and snacks, December 2018
- Added benefits is the most popular factor when buying baby milk
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- Figure 6: Factors influencing choice of baby/toddler milk, December 2018
- Parents want elements of control
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- Figure 7: Attitudes towards baby food and drink, December 2018
- Homemade food scores well on being healthy, tasty and inexpensive
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- Figure 8: Correspondence Analysis, December 2018
- What we think
Issues and Insights
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- Parents are concerned about the environmental impact of packaging
- The facts
- The implications
- Strong interest from parents in guidance on calories
- The facts
- The implications
- Calls for greater choice at foodservice venues
- The facts
- The implications
The Market – What You Need to Know
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- Value and volume sales decline in 2018
- Rising growth will fuel value growth ahead, with volumes falling
- Milk continues to dominate market, wet and dry food sales fall
- Fall in birth rate accelerates, age of mothers climbs
- Government publishes new guidance on feeding babies
Market Size and Forecast
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- Value sales decline in 2018
- Further decline in volumes in 2018
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- Figure 9: UK retail sales of baby food, drink and milk, by value and volume, 2013-23
- The future
- Price rises will fuel value growth
- Decline in birth rate will dampen volumes
- Popularity of homemade baby food dents demand
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- Figure 10: Forecast of UK value sales of baby food, drink and milk, 2013-23
- Forecast methodology
Market Segmentation
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- Milk continues to dominate market, despite fall in sales
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- Figure 11: Retail value and volume sales of baby food, drink and milk, by segment, 2016-18
- Food suffers worst decline
- Finger foods buck market trend seeing sales rise
- Drinks see ongoing decline
Market Drivers
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- Fall in birth rate accelerates
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- Figure 12: Live births in England and Wales, 2013-17
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- Figure 13: Live births in England and Wales, by area of residence of mother, 2017
- Decline in 0-4s could adversely impact the market
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- Figure 14: Change in age structure of the UK population, 2013-18 and 2018-23
- Breastfeeding rates fall
- Government publishes new guidance on feeding babies
- Real incomes are rising
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- Figure 15: Annual percentage change in CPI and AWE (regular pay), by month, January 2012-November 2018
Companies and Brands – What You Need to Know
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- Aptamil leads in milk, despite decline in sales
- Ella’s Kitchen sees sales slow in baby food, own-label leaping ahead
- Kiddylicious and Ella’s Kitchen chase Organix in finger foods and snacks market
- Own-label launch activity picks up in 2018
- Snacks are a key focus of NPD
- NPD taps into on-trend flavours and superfoods and grains
- Adspend bounces back in 2018
Market Share
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- Aptamil leads in milk, despite decline in sales
- Hipp and Alpro grow sales
- Own-label options could grow
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- Figure 16: Leading brands’ sales and shares in the UK baby milk market, by value and volume, 2015/16-2017/18
- Ella’s Kitchen sees sales slow year-on-year in baby food
- Heinz and Hipp struggle
- Little Dish and Annabel Karmel perform well
- Own-label sees impressive growth
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- Figure 17: Leading brands’ sales and shares in the UK wet and dry baby food market, by value and volume, 2015/16-2017/18
- Kiddylicious and Ella’s Kitchen chase Organix in finger foods and snacks market
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- Figure 18: Leading brands’ sales and shares in the UK baby finger foods and snacks market, by value and volume, 2015/16-2017/18
- Heinz remains the leading brand in the suffering baby drinks market
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- Figure 19: Leading brands’ sales and shares in the UK baby drinks market, by value and volume, 2015/16-2017/18
Start-ups and Disruptors – Case Study – Bellota Baby
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- Company overview
- What is it?
- Founded
- Company mission statement
- Founder’s story
- Mintel analyst view
- Mintel Trends
- Why it could succeed
- Why it could fail
- The verdict
- Product information
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- Figure 20: Bellota Baby, 2019
- Media profile
- Social media metrics
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- Figure 21: Social media metrics for Bellota Baby as of February 2019
- The brand’s view
- Revenue in the last year (as of 1st December 2018)
- Sources of funding and support
- Target audience
- What consumer needs does the range meet?
- Product stockists
- Looking to the future
Start-ups and Disruptors – Case Study – Little Tummy
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- Company overview
- What is it?
- Founded
- Company mission statement
- Founders’ story
- Mintel analyst view
- Mintel Trends
- Why it could succeed
- Why it could fail
- The verdict
- Product information
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- Figure 22: Little Tummy, February 2019
- Media profile
- Social media metrics
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- Figure 23: Social media metrics for Little Tummy as of February 2019
- The brand’s view
- Sources of funding and support
- Target audience
- What consumer needs does the range meet?
- Product stockists
- Looking to the future
Start-ups and Disruptors Case Study – Ratatouie
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- Company overview
- What is it?
- Founded
- Company mission statement
- Founders story
- Mintel analyst view
- Mintel Trends
- Why it could succeed
- Why it could fail
- The verdict
- Product information
- Media profile
- Social media metrics
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- Figure 24: Social media metrics for Ratatouie as of March 2019
- The brand’s view
- Sources of funding and support
- Target audience
- What consumer needs does the range meet?
- Product stockists
- Looking to the future
Launch Activity and Innovation
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- 2018 sees a rise in launch activity, with savoury meals leading the way
- Heinz launches tubs
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- Figure 25: Heinz moves into cartons within meals, 2018
- Little Bistro extends range
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- Figure 26: Little Bistro expands range, 2018
- Hipp launches new brand positioning
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- Figure 27: Hipp repackages pouches, 2018
- Cow & Gate launches microwaveable meals to be eaten straight from the bowl
- Danone leads NPD with milk ranges
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- Figure 28: Share of new product launches within the UK baby food, drink and milk market, by company, 2014-18
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- Figure 29: Aptamil unveils new look packaging in 2018
- Arla brings organic formula milk brand Baby & Me to the UK
- Global milk brands reference lack of palm oil as an ingredient
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- Figure 30: Global baby milk brands reference absence of palm oil as an ingredient, 2018-19
- Ella’s enters frozen category targeting big kids
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- Figure 31: Ella’s Kitchen targets older children with Big Kids launch, 2018
- Kiddylicious launches RTE porridge range
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- Figure 32: Kiddylicious introduces RTE porridge, 2018
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- Figure 33: Perception map of attribute performance of Kiddylicious Oaty Porridge with Blueberries in comparison to baby cereals among UK consumers, January 2017-Februiary 2019
- Snacks are a key focus of NPD
- Kiddylicious looks to on-trend ingredients
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- Figure 34: Kiddylicious looks to on-trend ingredients in snacking, 2018
- Organix explores new pack sizes
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- Figure 35: Organix unveils NPD, 2018
- Organix launches first ambient dairy snack
- Piccolo launches Mighty Squeeze snacks in pouches …
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- Figure 36: Piccolo launches Mighty Squeeze snack range in pouches, 2018
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- Figure 37: Perception map of attribute performance of Piccolo mighty squeeze snack in comparison to baby fruit pouches, desserts and yogurts among UK consumers, January 2017-Februiary 2019
- … and branches into teething
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- Figure 38: Piccolo launches teething wafers, 2018
- Rise in own-label product launches
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- Figure 39: Share of new product launches within the UK baby food, drink and milk market, by brands vs own-label, 2014-18
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- Figure 40: Own-label product launches in baby food, 2018
- Figure 41: Tesco own-label products sit alongside brands in baby food aisle, Tesco, UK, 2019
- Own-label seen to be of similar quality to branded, on average
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- Figure 42: Perception map of attribute performance of private-label baby food/milk in comparison to branded baby food/milk among UK consumers, January 2017-Februiary 2019
- Tapping into on-trend flavours
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- Figure 43: Sainsbury's Little Big Ones Chicken Katsu Curry with Rice, 2018
- Superfoods and grains as ingredients
- Little Freddie focuses on provenance …
- … and ethics
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- Figure 44: Little Freddie references use of free-range chicken, 2018
Advertising and Marketing Activity
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- Adspend bounces back in 2018
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- Figure 45: Total above-the line, online display and direct mail advertising expenditure on baby food and drink, 2015-18
- Figure 46: Total above-the line, online display and direct mail advertising expenditure on baby food and drink, by category, 2015-18
- Danone is the leading advertiser
- Cow & Gate continues happiness theme
- Aptamil focuses on reassurance
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- Figure 47: Total above-the line, online display and direct mail advertising expenditure on baby food and drink, by advertiser (sorted by 2018), 2015-18
- Hipp increases support in 2018 with more planned in 2019
- Ella’s Kitchen cuts spend on 2017 …
- … but supports its Big Kids range launch
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- Figure 48: Ella’s Kitchen supports Big Kids range with sponsored posts, 2019
- Organix launches ‘Fuel their Wonder’ campaign
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Homemade food remains the most popular
- Sugar is the top factor considered by parents when buying food and snacks
- Added benefits is the most popular factor when buying baby milk
- Parents want elements of control
- Calls for greater choice at foodservice venues
- Homemade food scores well on being healthy, tasty and inexpensive
- Manufactured food leads on convenience
Usage of Baby Food and Drink
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- Homemade food remains the most popular
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- Figure 49: Usage of baby food and drink, by type, December 2018
- 82% buy any manufactured baby food/drink/milk
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- Figure 50: Usage of manufactured baby food, drink or milk, by age of child, December 2018
- Milk is the product given to babies most frequently
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- Figure 51: Usage frequency of baby food and drink, by type, December 2018
- 37% use all types of baby food
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- Figure 52: Repertoire of usage of baby food and drink, by type, December 2018
Factors Influencing Choice
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- Sugar is the top factor considered by parents when buying food and snacks
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- Figure 53: Factors influencing choice of baby food and snacks, December 2018
- A low price is more important than a promotion
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- Figure 54: Ella’s Kitchen, Heinz and Cow & Gate use promotions in-store, 2019
- Added benefits is the most popular factor when buying baby milk
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- Figure 55: Factors influencing choice of baby/toddler milk, December 2018
- 10% look for milk suitable for babies with an intolerance
- British origin appeals to 14%
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- Figure 56: Sainsbury’s references UK production and use of British whole milk, 2018
Attitudes towards Baby Food and Drink
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- Parents want elements of control
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- Figure 57: Attitudes towards baby food and drink, December 2018
- Strong interest from parents in guidance on calories
- Calorie labelling and tracking can speak to this interest
- Calls for greater choice at foodservice venues
- Opportunities for up-ageing through brand extensions
- Ella’s Kitchen and Morrisons target older children with ready meals
- Rising threat of own-label underlines need for new revenue streams
- Multiple in-store locations could drive sales
- Environmental impact of packaging worries 49%
- Pouches come under the spotlight
- Upcycling and recycling programmes explored for solutions
- US brands explore recyclable cups
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- Figure 58: American brands launch cup-style packaging, 2017-18
Associations with Baby Food
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- Homemade food scores well on being healthy, tasty and inexpensive
- Manufactured food leads on convenience
- Jars do not score well on environmentally-friendly or cost credentials
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- Figure 59: Correspondence Analysis, December 2018
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- Figure 60: Qualities associated with different types of baby food, December 2018
- Methodology
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 61: UK value sales of baby food, drink and milk, best- and worst-case forecast, 2018-23
- Figure 62: UK volume sales of baby food, drink and milk, best- and worst-case forecast, 2018-23
- Figure 63: Forecast of UK volume sales of baby food, drink and milk, 2013-23
Appendix – Market Drivers
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- Figure 64: Mean age of mother at childbirth in England and Wales, 2013-17
- Figure 65: Live births in England and Wales, by age of mother, 2013-17
- Figure 66: Live births to non-UK born mothers, by percentage of total births, 2013-17
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Appendix – Market Share
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- Figure 67: Leading brand owners’ sales and shares in the UK wet and dry baby food market, by value and volume, 2015/16-2017/18
- Figure 68: Leading brand owners’ sales and shares in the UK baby finger food and snacks market, by value and volume, 2015/16-2017/18
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- Figure 69: Leading brand owners’ sales and shares in the UK baby milk market, by value and volume, 2015/16-2017/18
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Appendix – Launch Activity and Innovation
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- Figure 70: Share of new product launches within the UK baby milk market, by company, 2014-18
- Figure 71: Share of new product launches within the UK baby food, drink and milk market, by claim category, 2014-18
- Figure 72: Share of new product launches within the UK baby food, drink and milk market, by package type, 2014-18
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Appendix – Advertising and Marketing Activity
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- Figure 73: Total above-the line, online display and direct mail advertising expenditure on baby food and drink, by category, by brand (sorted by 2018), 2015-18
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