32 pages, Nov 2016
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In 2016, baby food remained under the impact of governmental policies regarding subsidised milk formula. Accounting for the largest share, milk formula benefits from subsidies to families with babies under one year of age and that need additional nutrition to breastfeeding. This subsidy is considered as providing financial help especially to lower income families who cannot afford to spend on additional milk formula. This policy can be considered as having diminished the growth potential. On the other hand, families with higher incomes preferred to avoid the bureaucracy of the public health system, making a decision about which milk formula brand to use for their babies’ health and thus supported the dynamics of the category in 2016.
Nestlé Romania SRL was the undisputed leader of baby food in 2015 and 2016 with 51% value share for both years. With a 30% value share, Nestlé’s Nan was also the leading brand. Nan benefits from strong recognition and excellent distribution. The company dominated the largest category of milk formula and dried baby food. Medical recommendation for milk formula was also considered to be a strong support for its leading position.
The forecast growth of baby food is the result of the economic growth and the recovery of incomes. The source for the dynamics of the category will be the higher income families in large cities, which prefer to purchase premium brands from retailers, rather than use the cheaper subsidised products. They will be also the main purchasers of dried baby food, prepared baby food and other baby food because of busier lifestyles and convenient usage. The low-income families are expected to continue to rely on subsidised milk formula but also on home preparation of baby food from fresh ingredients.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Baby food industry in Romania with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Baby food industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.
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Why buy this report?
This industry report originates from Passport, our Packaged Food market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.