Baby Food in Austria

PROSPECTS

Baby food continues growing despite stagnating birth rate thanks to demand for convenience

Although Austria continues to see a stagnant birth rate, value and volume sales of overall baby food continue to record positive growth. Milk formula, which accounts for the biggest share of total baby food value sales, is recording a positive performance and helping to drive overall sales.

Organic baby food continues to perform well – boosted by Hofer’s new range of organic products

Organic milk formula was among the most dynamic products in baby food in 2019, with organic baby food products as a whole enjoying a strong upward demand curve. At the end of 2018, discounter Hofer launched a completely new range of organic baby food products, including organic milk formula, underlining the trend towards organic milk formula variants.

Breastfeeding rate and products for older children influence sales

Liquid growing-up milk formula (for children aged one and upwards) is expected to post the best performance in baby food in value terms over the forecast period. 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.

COMPETITIVE LANDSCAPE

International players lead the way with Hipp benefiting from long tradition and trust

Baby food remains consolidated among a small number of international players, including Hipp GmbH & Co Export KG, Milupa GmbH and Nestlé Österreich. Hipp remained the leading player in baby food in 2019, accounting for a third of overall retail value sales.

Could Hofer’s new organic range boost the private label share?

Private label still has a relatively minor presence in baby food, a category in which price is not often the main purchasing criterion. However, this could change in the future as, at the end of 2018, discounter Hofer launched a completely new range of organic baby food, including organic milk formula, prepared baby food and dried baby food.

Convenience still a sought-after attribute in baby food, as shown by other baby food’s strong growth

The trend towards convenient on-the-go baby food products continues to push sales of baby food. This is strongly apparent in prepared baby food, where pouches remain extremely popular with parents and continue to record dynamic growth.

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