Table of Contents
Executive Summary
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- The market
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- Figure 1: UK retail value sales of baby food, milk and drink, 2008-18
- Market factors
- Upward trend in number of births set to continue
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- Figure 2: Population forecasts, by infant age group, England, 2008-13 and 2013-18
- Average age of mothers edges up to 30
- Less than half of babies are being breastfed at 6-8 weeks
- Companies, brands and innovation
- Ella’s Kitchen is the only major brand to grow in 2013 within baby food
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- Figure 3: Leading brands’ shares in the UK baby food and snacks market, by value, 2013*
- An uptick in baby food NPD
- A slight dip in adspend in 2013 after a sizeable jump in 2012
- The consumer
- Homemade baby food is parents’ clear preference
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- Figure 4: Frequency of usage of baby food, by type, February 2014
- Myriad perceived benefits of homemade baby food
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- Figure 5: Attitudes towards homemade and manufactured baby food, February 2014
- Tried-and-tested flavours hold most sway
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- Figure 6: Factors considered when choosing baby food, February 2014
- Recommendations from friends/family are the strongest influence
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- Figure 7: Sources of influence on what parents feed their children, February 2014
- Parents are keen to instil healthy habits from a young age
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- Figure 8: Attitudes towards baby food, February 2014
- What we think
Issues and Insights
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- Amid strong competition from homemade baby food, baby-friendly seasonings offer strong potential
- The facts
- The implications
- Scope to boost the appeal of baby drinks by harnessing the healthy connotations of herbal tea
- The facts
- The implications
- Savoury flavours and new textures can re-energise baby snacks
- The facts
- The implications
Trend Application
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- Trend: Sense of the Intense
- Trend: Influentials
- Trend: Life Hacking
Market Drivers
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- Key points
- Upward trend in number of births set to continue
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- Figure 9: Population forecasts, by infant age group, England, 2008-13 and 2013-18
- Average age of mothers edges up to 30
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- Figure 10: Standardised mean age of mothers in England and Wales, 1972-2012
- Less than half of babies are being breastfed at 6-8 weeks
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- Figure 11: Percentage of mothers initiating breastfeeding, England, 2003/04-2012/13
- Figure 12: Percentage of infants being breastfed at 6-8 weeks 2008/09-2012/13
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- An uptick in baby food NPD
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- Figure 13: Share of new product launches within the UK baby food, drink and milk market, by type, 2009-13
- A rise in baby cereal launches in 2013
- Organix and The Kids Food Company step up their NPD
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- Figure 14: Share of new product launches within the UK baby food, drink and milk market, by brand, 2013
- Figure 15: Share of new product launches within the UK baby food, drink and milk market, by brand, 2009-13
- No additives/preservatives claims carried by 85% of launches
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- Figure 16: Share of new product launches within the UK baby food, drink and milk market, by claims, 2009-13
- Tubs overtake pouches and jars
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- Figure 17: Share of new product launches within the UK baby food, drink and milk market, by packaging type, 2009-13
Market Size and Forecast
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- Key points
- Rapidly rising prices see value growth of 42% over 2008-13
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- Figure 18: 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 19: UK retail volume sales of baby food, milk and drink, 2008-18
- Figure 20: UK retail value sales of baby food, milk and drink, 2008-18
- Factors used in the forecast
Segment Performance
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- Key points
- Baby milk is the growth engine
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- Figure 21: UK retail value and volume sales of baby food, milk and drink, by segment, 2010-13
- Declining demand for wet and dry baby food
- Large average price increases in finger food
- Steady sales for the small baby drinks segment
Market Share
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- Key points
- Ella’s Kitchen is the only major brand to grow in 2013 within baby food
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- Figure 22: Leading brands’ shares in the UK baby food and snacks market, by value, 2013*
- Figure 23: Leading brands’ sales and shares in the UK baby food and snacks market, by value and volume, 2012 and 2013
- Danone extends its dominance within the baby milk sector
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- Figure 24: Leading brands’ sales and shares in the UK baby milk market, by value and volume, 2012 and 2013
- Figure 25: Leading manufacturers’ sales and shares in the UK baby milk market, by value and volume, 2012 and 2013
- Heinz remains unchallenged in the small baby drinks market
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- Figure 26: Leading brands’ sales and shares in the UK baby drinks market, by value and volume, 2012 and 2013
Companies and Products
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- Figure 27: Leading companies and brands in the baby food and drink market*, 2013
- Danone Baby Nutrition
- Ella’s Kitchen
- Heinz
- HiPP Organic
- Little Dish
- Nestlé
- Organix
- Plum Inc
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Brand Communication and Promotion
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- Key points
- A slight dip in adspend in 2013 after a sizeable jump in 2012
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- Figure 28: Main monitored media advertising spend in the baby food, milk and drink market, 2010-13
- Milk continues to dominate adspend
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- Figure 29: Share of UK adspend on baby food, milk and drink, by product category, 2010-13
- Figure 30: UK adspend on baby food, milk and drink, by product category, 2010-13
- Nutricia and Nestlé account for over 90% of adspend
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- Figure 31: Top advertisers in the UK baby food, milk and drink category, 2010-13
- Jump in adspend for Ella’s Kitchen
- Press advertising gains some ground on TV
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- Figure 32: Adspend in the UK baby food, milk and drink category, by media type, 2010-13
The Consumer – Usage of Baby Food
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- Key points
- Homemade baby food is parents’ clear preference
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- Figure 33: Frequency of usage of baby food, by type, February 2014
- The perceived benefits of homemade baby food are wide-ranging
- A short window of opportunity for manufactured baby food usage
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- Figure 34: Parents who use manufactured baby/toddler food once a day or more, by age of youngest child and socio-economic group, February 2014
- Older mothers most inclined to make their own baby food
The Consumer – Attitudes Towards Homemade and Manufactured Baby Food
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- Key points
- ABs want their 0-4s to eat the same food as the rest of the family
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- Figure 35: Attitudes towards homemade and manufactured baby food, February 2014
- Homemade baby food seen to offer various benefits
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- Figure 36: Consumers who agree with the statements “My child prefers homemade food”, “I like to make homemade food for my child so I can control the ingredients” and “Making homemade baby/toddler food saves you money”, by age and socio-economic group, February 2014
- Speed and convenience failing to justify the cost of manufactured baby food
The Consumer – Choice Factors for Baby Food
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- Key points
- Tried-and-tested flavours hold most sway
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- Figure 37: Factors considered when choosing baby food, February 2014
- ABs place most emphasis on nutritional factors
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- Figure 38: Selected nutritional factors considered when choosing baby food, by socio-economic group, February 2014
- Salt and sugar content carries a lot of sway
- Five-a-day appeals more than fortification
- Low levels of brand loyalty
The Consumer – Sources of Information
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- Key points
- Recommendations from friends/family are the strongest influence
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- Figure 39: Sources of influence on what parents feed their children, February 2014
- Limited impact of advertising
The Consumer – Attitudes Towards Manufactured Baby Food
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- Key points
- A large pool of demand for savoury snacks
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- Figure 40: Attitudes towards baby food, February 2014
- Concerns over juice drinks
- Seasoning and the texture of baby food are considered important
Appendix – Market Size
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- Figure 41: Best- and worst-case forecasts for UK volume sales of baby food, milk and drink, 2013-18
- Figure 42: Best- and worst-case forecasts for UK value sales of baby food, milk and drink, 2013-18
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Appendix – The Consumer – Usage of Baby Food
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- Figure 43: Frequency of usage of baby food, by type, February 2014
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- Figure 44: Most popular frequency of usage of baby food, by type – Homemade food, excluding snacks, by demographics, February 2014
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- Figure 45: Next most popular frequency of usage of baby food, by type – Homemade food, excluding snacks, by demographics, February 2014
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- Figure 46: Most popular frequency of usage of baby food, by type – Manufactured baby/toddler food, excluding snacks, by demographics, February 2014
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- Figure 47: Next most popular frequency of usage of baby food, by type – Manufactured baby/toddler food, excluding snacks, by demographics, February 2014
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Appendix – The Consumer – Attitudes Towards Homemade and Manufactured Baby Food
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- Figure 48: Attitudes towards homemade and manufactured baby food, February 2014
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- Figure 49: Most popular attitudes towards homemade and manufactured baby food, by demographics, February 2014
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- Figure 50: Next most popular attitudes towards homemade and manufactured baby food, by demographics, February 2014
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Appendix – The Consumer – Choice Factors for Baby Food
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- Figure 51: Factors considered when choosing baby food, February 2014
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- Figure 52: Most popular factors considered when choosing baby food, by demographics, February 2014
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- Figure 53: Next most popular factors considered when choosing baby food, by demographics, February 2014
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- Figure 54: Other factors considered when choosing baby food, by demographics, February 2014
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Appendix – The Consumer – Sources of Information
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- Figure 55: Sources of influence on what parents feed their children, February 2014
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- Figure 56: Most popular sources of influence on what parents feed their children, by demographics, February 2014
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- Figure 57: Next most popular sources of influence on what parents feed their children, by demographics, February 2014
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- Figure 58: Other sources of influence on what parents feed their children, by demographics, February 2014
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Appendix – The Consumer – Attitudes Towards Manufactured Baby Food
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- Figure 59: Attitudes towards baby food, February 2014
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- Figure 60: Most popular attitudes towards baby food, by demographics, February 2014
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- Figure 61: Next most popular attitudes towards baby food, by demographics, February 2014
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