Baby Food in Austria

PROSPECTS

Parents continue to seek convenience

With the increasingly busy lifestyles of many Austrians, young parents are constantly trying to find a balance between their lack of time and their desire to provide only the best for their offspring. Due to this, many are opting for good quality products which are convenient and easy to use.

Demand rises for healthier baby food products with a low sugar content

In addition to rising demand for convenience and high quality products, parents are also anticipated to increasingly opt for healthier offerings for their children. This will be mainly due to parents seeking to adopt healthier lifestyles themselves and choosing healthier foods.

Breastfeeding rate and products for older children influence sales

Liquid growing-up milk formula (for children age 1+) is expected to post the best performance in baby food in value terms at constant 2018 prices over the forecast period as sales of standard and follow-on milk formula will be hampered by the increasing number of young mothers in Austria who are opting to breastfeed until their child reaches the age of one as breastfeeding is perceived as very healthy and beneficial to the development of a child’s immune system. In addition, the trend towards products suitable for older children (from the age of one upwards) is also expected to remain visible in the future.

COMPETITIVE LANDSCAPE

Strong competition between the leading global players

Hipp continued to lead baby food in Austria in 2018, closely followed by Milupa, with the two companies together accounting for nearly two thirds of overall value sales and each focusing on its own successful strategy in terms of gaining consumer trust. While Hipp focuses heavily on offering almost exclusively organic products, Milupa has strived to communicate the high quality of its products by highlighting its stringent quality controls on both its packaging and company website.

Domestic manufacturers remain weak

Domestic manufacturers remained much less influential than international producers of baby food in 2018. Apart from Maresi and its Himmeltau brand in dried baby food, there were very few other notable domestic manufacturers.

Influence of private label set to remain marginal

The share of private label in baby food remained rather modest in 2018, with dm-Drogerie Markt being the only notable player thanks to its babylove range. While there are also other private label products present in Austria, these are expected to struggle when it comes to really gaining consumer trust in the future, particularly as parents are increasingly opting for branded high quality products with added health benefits.

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