Author: Mintel Group Ltd.
Last saved by: HTTP server

Baby Food and Drink - UK - April 2014

INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
The market
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
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
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
Figure 4: Frequency of usage of baby food, by type, February 2014
Myriad perceived benefits of homemade baby food
Figure 5: Attitudes towards homemade and manufactured baby food, February 2014
Tried-and-tested flavours hold most sway
Figure 6: Factors considered when choosing baby food, February 2014
Recommendations from friends/family are the strongest influence
Figure 7: Sources of influence on what parents feed their children, February 2014
Parents are keen to instil healthy habits from a young age
Figure 8: Attitudes towards baby food, February 2014
What we think
ISSUES AND INSIGHTS
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
Trend: Sense of the Intense
Trend: Influentials
Trend: Life Hacking
MARKET DRIVERS
Key points
Upward trend in number of births set to continue
Figure 9: Population forecasts, by infant age group, England, 2008-13 and 2013-18
Average age of mothers edges up to 30
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
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
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
An uptick in baby food NPD
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
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
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
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
Key points
Rapidly rising prices see value growth of 42% over 2008-13
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
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
Key points
Baby milk is the growth engine
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
Key points
Ella’s Kitchen is the only major brand to grow in 2013 within baby food
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
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
Figure 26: Leading brands’ sales and shares in the UK baby drinks market, by value and volume, 2012 and 2013
COMPANIES AND PRODUCTS
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
BRAND COMMUNICATION AND PROMOTION
Key points
A slight dip in adspend in 2013 after a sizeable jump in 2012
Figure 28: Main monitored media advertising spend in the baby food, milk and drink market, 2010-13
Milk continues to dominate adspend
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
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
Figure 32: Adspend in the UK baby food, milk and drink category, by media type, 2010-13
THE CONSUMER – USAGE OF BABY FOOD
Key points
Homemade baby food is parents’ clear preference
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
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
Key points
ABs want their 0-4s to eat the same food as the rest of the family
Figure 35: Attitudes towards homemade and manufactured baby food, February 2014
Homemade baby food seen to offer various benefits
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
Key points
Tried-and-tested flavours hold most sway
Figure 37: Factors considered when choosing baby food, February 2014
ABs place most emphasis on nutritional factors
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
Key points
Recommendations from friends/family are the strongest influence
Figure 39: Sources of influence on what parents feed their children, February 2014
Limited impact of advertising
THE CONSUMER – ATTITUDES TOWARDS MANUFACTURED BABY FOOD
Key points
A large pool of demand for savoury snacks
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
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
APPENDIX – THE CONSUMER – USAGE OF BABY FOOD
Figure 43: Frequency of usage of baby food, by type, February 2014
Figure 44: Most popular frequency of usage of baby food, by type – Homemade food, excluding snacks, by demographics, February 2014
Figure 45: Next most popular frequency of usage of baby food, by type – Homemade food, excluding snacks, by demographics, February 2014
Figure 46: Most popular frequency of usage of baby food, by type – Manufactured baby/toddler food, excluding snacks, by demographics, February 2014
Figure 47: Next most popular frequency of usage of baby food, by type – Manufactured baby/toddler food, excluding snacks, by demographics, February 2014
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS HOMEMADE AND MANUFACTURED BABY FOOD
Figure 48: Attitudes towards homemade and manufactured baby food, February 2014
Figure 49: Most popular attitudes towards homemade and manufactured baby food, by demographics, February 2014
Figure 50: Next most popular attitudes towards homemade and manufactured baby food, by demographics, February 2014
APPENDIX – THE CONSUMER – CHOICE FACTORS FOR BABY FOOD
Figure 51: Factors considered when choosing baby food, February 2014
Figure 52: Most popular factors considered when choosing baby food, by demographics, February 2014
Figure 53: Next most popular factors considered when choosing baby food, by demographics, February 2014
Figure 54: Other factors considered when choosing baby food, by demographics, February 2014
APPENDIX – THE CONSUMER – SOURCES OF INFORMATION
Figure 55: Sources of influence on what parents feed their children, February 2014
Figure 56: Most popular sources of influence on what parents feed their children, by demographics, February 2014
Figure 57: Next most popular sources of influence on what parents feed their children, by demographics, February 2014
Figure 58: Other sources of influence on what parents feed their children, by demographics, February 2014
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS MANUFACTURED BABY FOOD
Figure 59: Attitudes towards baby food, February 2014
Figure 60: Most popular attitudes towards baby food, by demographics, February 2014
Figure 61: Next most popular attitudes towards baby food, by demographics, February 2014

This report is supplied in accordance with Mintel's terms and conditions.  
© Mintel Group Ltd.