The COVID-19 pandemic continues to have limited impact on current retail value sales of baby food in Bosnia and Herzegovina in 2020 and 2021. However, although standard milk formula is the largest category in baby food in value terms the category sees slower sales growth in 2021 as more people are at home due to the pandemic and mothers are able to breastfeed their babies.
One of the most important changes as a result of the pandemic is the significant continued distribution shift towards e-commerce. This shift was initiated by the mandated lockdowns during the first half of 2020 and the limited hours of operations of major grocery retailers and non-grocery specialists.
Hipp GmbH & Co Vertrieb KG continues to lead in baby food in 2021, but after growing for many years, the value share of its eponymous Hipp brand has plateaued. This is due to the resilience of second-placed Podravka doo’s Lino brand which has managed to halt the slide in its value share.
While baby food retail value sales were largely unaffected by the COVID-19 pandemic, baby food is set to maintain its moderate, yet stable constant retail value sales growth during the forecast period, despite demographic and economic challenges posed. The pandemic resulted in consumers being more price sensitive due to economic uncertainty as well as many consumers losing their jobs during this unsure period.
There is growing awareness of organic baby food and its benefits in Bosnia and Herzegovina, with this trend likely to continue shaping the future growth prospects of baby food, particularly prepared organic baby food. Furthermore, organic prepared baby food will benefit from the growing perception amongst parents that due to the widespread use of pesticides, fertilisers, antibiotics, and hormones in modern farming, home-made baby food prepared with fresh produce is not necessarily healthier or more nutritious than industrially manufactured alternatives.
The population aged 0-36 months in Bosnia and Herzegovina is forecast to continue decreasing during the forecast period, with Balkan countries, including Bosnia and Herzegovina, seeing negative demographic trends overall. Consequently, this trend will limit the future growth of baby food as per capita consumption continues to face limitations and eventually decline.
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This report originates from Passport, our Baby Food research and analysis database.
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