Baby food has seen little impact from the event of COVID-19 in Costa Rica, due to the essential nature of such products. As such, sales figures in 2021 remain similar to those seen in the review period.
The use of e-commerce platforms in baby food still remains incipient in Costa Rica, as most players have not yet developed their e-commerce structures to sell their products directly to consumers. Instead, leading companies such as Nestlé remain focused on using their websites and social media pages to offer parenting advice and support new parents (clearly targeting mothers), with an aim to create brand loyalty and stronger emotional bonds with consumers during the different stages of baby care and feeding.
Nestlé Costa Rica SA is maintaining its strong company lead in baby food in 2021, although competition is much tighter in brand terms. In fact, in brand terms, Heinz (Alimentos Heinz de Costa Rica) pips Nestlé’s Gerber to the top position, with Nestlé’s Nestum in third brand place.
Baby food is expected to continue showing similar levels of growth over the forecast period, driven by additional levels of specialisation and segmentation. More personalised value proposals are expected to emerge by 2026, with niche orientated brands being capable of personalising the ingredients in prepared and dried baby food (in small batches) and using online platforms to interact with buyers and sell directly to consumers, enabling them to compete with other, similar, high-end imported alternatives.
Non-dairy milk formula alternatives, along with more specialised proposals such as pasture-raised cow milk and even goat milk formulas, are expected to find room in the category by 2026. A2 milk, which is a variety of cows’ milk which mostly lacks a form of ß-casein proteins called A1 and which is claimed to be easier to digest and absorb, along with the protein structure being more comparable to human breast milk, may also find development opportunities in baby food.
Online selling platforms focused on baby foods are anticipated to emerge by 2026, in particular those directly developed by strong leading manufacturers such as Nestlé. This should allow players to improve value relations of more specialised proposals, such as organic foods and special milk formulas, whilst both incentivising higher prices per transaction and promoting multi-packs and larger bulk presentations at more affordable unit prices.
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This report originates from Passport, our Baby Food research and analysis database.
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