Executive Summary

Sep 2019
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.

Want to find out more about this report?
Request more information
Why buy this report?

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.

Your Recently Viewed Reports

Baby Food in Austria

Samples: FAQs about samples

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Baby food industry in Austria 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 Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baby food in Austria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Baby food in Austria?
  • What are the major brands in Austria?
  • How are latest breastfeeding rates impacting retail performance?
  • Are government initiatives to promote breastfeeding constraining market performance?
  • What are market opportunities for higher priced functional, organic and ethically sourced baby food?

Why buy this report?

  • 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

This industry report originates from Passport, our Packaged Food market research database.

Baby Food in Austria - Category analysis

HEADLINES

PROSPECTS

Baby food continues growing despite stagnating birth rate thanks to demand for convenience
Organic baby food continues to perform well – boosted by Hofer’s new range of organic products
Breastfeeding rate and products for older children influence sales

COMPETITIVE LANDSCAPE

International players lead the way with Hipp benefiting from long tradition and trust
Could Hofer’s new organic range boost the private label share?
Convenience still a sought-after attribute in baby food, as shown by other baby food’s strong growth

CATEGORY DATA

Table 1 Sales of Baby Food by Category: Volume 2014-2019
Table 2 Sales of Baby Food by Category: Value 2014-2019
Table 3 Sales of Baby Food by Category: % Volume Growth 2014-2019
Table 4 Sales of Baby Food by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Baby Food: % Value 2015-2019
Table 6 LBN Brand Shares of Baby Food: % Value 2016-2019
Table 7 Distribution of Baby Food by Format: % Value 2014-2019
Table 8 Forecast Sales of Baby Food by Category: Volume 2019-2024
Table 9 Forecast Sales of Baby Food by Category: Value 2019-2024
Table 10 Forecast Sales of Baby Food by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Baby Food by Category: % Value Growth 2019-2024

Packaged Food in Austria - Industry Overview

EXECUTIVE SUMMARY

Convenience supports packaged food but consumers also demand healthier, local products
Health trends continue to support demand for organic and plant-based products
Intense competitive landscape led by artisanal and private label
Dominant modern grocery retailers offers convenience but consumers still partial to indulgence, benefiting artisanal bakeries
Higher current value growth supported by demand for perceived healthier products for which consumers are willing to pay

FOODSERVICE

Sales to Foodservice
Foodservice suppliers must increasingly be able to offer convenient, healthy and local meal solutions to outlets
Flexitarian lifestyles mean that suppliers must also be flexible in their foodservice options
Increasing popularity of takeaway and delivery services offer food service providers chance to capture wider audience
Consumer Foodservice
Food trucks address demand for on-the-go fresh innovative meal options
Foodservice providers must look to new opportunities to expand target audience
Time-restricted consumers increasingly turn to retailers’ on-the-go meal solutions offering competition to foodservice
Category Data
Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Penetration of Private Label by Category: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format and Category: % Value 2019
Table 26 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources