Table of Contents
- Issues in the Market
- Key themes
- Definition
- Abbreviations
- Market in Brief
- Slower but robust growth continues
- Milks and finger foods strong
- In a concentrated market, Nutricia extends its lead
- Smaller brands rule the roost in NPD
- Grocers gain in downturn
- Consumers more knowledgeable -- and demanding
- Internal Market Environment
- Key points
- Recommendations dominate
- Figure 1: Initial breast feeding rates in England and Wales, 1980-2005
- Figure 2: UK Breastfeeding rates, by age of child, 1990-2005
- Figure 3: Age at introduction of solid food, 1995-2005
- Health awareness rising
- Broader Market Environment
- Key points
- A mini baby boom
- Figure 4: Number of live births and total fertility rate in England and
Wales, 1997-2007
- Figure 5: Average age of women at childbirth, UK, 1997-2007
- Figure 6: Births by age of mother at childbirth, UK, 2007 and change in
share, 1997-2007
- Growth in PDI expected to halt
- Figure 7: PDI at current prices and annual % growth, 1998-2008
- Most women work
- Figure 8: Number of weeks of maternity leave taken, 2007
- Competitive Context
- Key points
- The domestic substitutes
- Tough competition with cereals
- Figure 9: UK retail volume sales of hot cereals, 2002-07
- Baby drinks lack edge
- Figure 10: UK retail sales of juice drinks, by target age group, 2003-08
- The baby market is big business
- Figure 11: Sales of other baby care products, by type, 2003-07
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Size and Forecast
- Key points
- Figure 17: UK retail value sales of baby food, milk and drinks, index of
growth, 2004-14
- Figure 18: UK retail value sales of baby food, milk and drinks, at
current and constant prices, 2004-14
- No nasties
- Almost home-made
- External interest
- Milk robust till birth rates slow
- Figure 19: UK retail value sales of baby milk, at current and constant
prices, 2004-14
- Meals partly insulated from PDI
- Figure 20: UK retail value sales of baby meals, at current and constant
prices, 2004-14
- NPD a major factor for finger food
- Figure 21: UK retail value sales of finger foods, ar current and
constant prices, 2004-14
- Drinks remain lacklustre
- Figure 22: UK retail value sales of baby drinks, at current and constant
prices, 2004-14
- Factors used in the forecast
- Segment Performance
- Key points
- Milk gains in total baby market
- Figure 23: UK retail value sales of baby food, milk and drink, by
sector, 2004-09
- Figure 24: UK retail value sales of baby food, milk and drink, by
sector, 2004-09
- Dynamic growth in organics
- Figure 25: UK retail value sales of organic baby food, milk and infant
formula, 2004-09
- Baby meals
- Healthy growth in baby meals
- Figure 26: UK retail value sales of baby meals, by type, 2004-09
- Figure 27: UK retail value sales of baby meals, by type, 2004-09
- NPD and segmentation drive wet meals
- Halal meals still niche
- Pots and trays replace jars and cans
- Figure 28: UK retail value sales of wet baby meals, by packaging type,
2004-09
- Frozen aim for almost home-made
- Breakfast dominates dry segment
- Puff snacks boost finger food
- Figure 29: UK retail value sales of baby finger foods, by type, 2004-09
- Baby milks and drinks
- Healthy start and inflation boost milks
- Figure 30: UK retail value sales of baby milks, by type, 2004-09
- Figure 31: UK retail value sales of baby milks, by type, 2004-09
- First- and second-stage powders dominate
- Baby drinks stagnate
- Figure 32: UK retail value sales of baby drinks, by type, 2004-09
- Market Share
- Key points
- Leading manufacturers still dominate
- Figure 33: Estimated manufacturer/brand shares in UK value sales of baby
food, milk and drinks 2004-08
- Troubled Heinz
- Nutricia steams ahead
- Smaller brands make their mark
- Hot competition in meals
- Figure 34: Estimated manufacturer/brand shares in UK retail value sales
of baby food, milk and drinks, 2008
- HiPP rules organic roost
- Figure 35: Estimated manufacturer/brand shares in UK retail value sales
of organic baby food, milk and drinks, 2004-08
- Companies and Products
- Key points
- Manufacturers and brands
- Figure 36: Leading companies in the baby food market and their brands,
2009
- Major players
- Babylicious
- Ella' s Kitchen
- Heinz
- HiPP Organic
- Nutricia
- Organix
- Plum Baby
- SMA Nutrition
- Brand Communication and Promotion
- Key points
- Advertising restrictions tighten further
- Explosive growth in main media spend
- Figure 37: Main monitored media advertising spend on baby food, 2004-08
- TV the media of choice
- Figure 38: Main monitored media advertising spend on baby food, by
media, 2004-08
- Three manufacturers dominate adspend
- Figure 39: Percentage share of main monitored media advertising
expenditure on baby food and drink, by top-spending manufacturers, 2004-08
- Milk brands lead
- Figure 40: Main monitored media advertising expenditure on baby food and
drink, by top-spending products, 2007-08
- Emotion, information, both?
- Science vs. emotion
- Current trends -- all natural
- New channels gain importance
- Bounty still strong
- Channels to Market
- Key points
- Grocery multiples lead
- Chemists lose ground
- A boost to smaller retailers
- Potential for direct selling?
- Figure 41: UK retail value sales of baby food and drink, by outlet type,
2004-08
- The Consumer -- Usage
- Key points
- Follow-up milk drives usage growth
- Figure 42: Trends in use of baby milk, 2004-08
- Younger mums choose bottle over breast
- Older and affluent parents are light users
- Figure 43: Most valuable consumers for baby milk and baby food, by
socio-economic group, 2008
- Ready-meals continue to gain ground
- Figure 44: Trends in use of baby or junior foods, 2004-08
- Figure 45: Trends in packaging of baby or junior food used, 2006-08
- Appendix
- Consumer research
- ACORN
- Advertising data
- Appendix -- The Consumer -- Usage
- Figure 53: Frequency of using baby milk, by detailed demographics, 2008
- Figure 54: Frequency of using baby or junior food, by detailed
demographics, 2008
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