Austria’s birth rate is expected to see continued stagnation in 2021, limiting potential for generating volume growth in baby food. In this context, manufacturers are seeking to drive sales through value-adding innovation, including introducing organic variants and more convenient products and packaging that are compatible with the lifestyles of busy modern parents.
Milk formula accounts for the lion’s share of baby food sales in the Austrian market and is set to see stable growth in 2021. Follow-on milk formula is the largest category in milk formula, with Austrian consumers displaying a strong preference for the powder format.
Hipp GmbH & Co Export KG remains the largest player in baby food, benefiting from the dominant presence of its Hipp brand in prepared baby food, as well as its leading position in other baby food and a notable showing in milk formula. The Hipp brand has a long-established presence in the Austrian market, and has offered organic products for a number of years.
Other baby food is expected to see the most dynamic performance in baby food over the forecast period, supported by manufacturers’ growing commitment to the category as they seek new ways to generate value in the context of stagnating birth rates. The category will benefit from the development of new snacks as manufacturers target the strong consumer demand for convenience as the return to more normal social and economic activity in the wake of the COVID-19 crisis places increasing pressure on parents’ time.
Baby food is dominated by a small number of multinational players, including Hipp, Danone, Nestlé and Alete. Together, these players are set to continue to dominate baby food over the forecast period.
Convenience is expected to remain a key factor in purchasing decisions in baby food during the forecast period. The strong focus on convenience is supported by the fact that a large number of mothers in Austria work.
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Understand the latest market trends and future growth opportunities for the Baby Food industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Baby Food industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of milk formula, prepared, dried and other baby food.See All of Our Definitions
This report originates from Passport, our Baby Food research and analysis database.
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