Hipp will remain the leading brand in dried, prepared and other baby food in 2020, claiming a large current retail value share in all three categories. However, Hipp’s current retail value share will only grow in prepared baby food and milk formula in 2020, connected to its anti-allergy, vitamin-enriched baby food.
Well-known Groupe Danone brands Nutricia Aptamil and Tutteli, which are distributed in Estonia by Nutri Kaubandus OÜ, will rank second and third respectively in milk formula in current retail value terms in 2020. Both brands are widely available via supermarket chains, but will also increasingly be purchased online by Estonians.
The strongest retail volume growth in 2020 will be seen in prepared baby food, due to its convenience and health appeal as a balanced food. As of 2020, prepared baby food will be ranked second within baby food.
Hypermarkets and supermarkets will continue to dominate as the main retail channel for purchasing baby food into the forecast period, as consumers grow used to buying baby food whilst shopping. However, e-commerce is expected to see strong growth over the forecast period.
Baby food catering to the health and convenience trends is likely to become more attractive into the forecast period, as consumers seek practical and healthier alternatives. Also, baby food is expected to continue receiving a lot of positive media coverage while Estonian media will likely keep reporting on growing child obesity in the country, providing a marketing opportunity for both domestic and international baby food brands.
In line with rising health and environmental awareness, Estonians are expected to increasingly favour more natural food products, including organic options. All major baby food manufacturers present in the country will continue offering organic products, and the range of organic food is expected to continue to grow into the forecast period.
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Understand the latest market trends and future growth opportunities for the Baby Food industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Baby Food research and analysis database.
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