Following the boost to sales under lockdown, baby food is set to see a slowdown in 2021 as more eating occasions are transferred back outside of the home realm. While the birth rate turned positive in 2020, it is expected to show signs of instability moving forward as birth rates have been falling throughout the review period.
Some players are undertaking a strategy to widen and differentiate their product ranges in order to more effectively meet the nutritional needs of children based on age. For example, Piltti widened its portfolio to target toddlers with its new range of sauces meant for children over the age of two.
Competition remains intense in baby food and players often look for strategies to further strengthen their positions. For example, one emerging trend in baby food is highlighting the use of local ingredients and considering Nordic taste preferences.
Over the forecast period, the ongoing decline of baby food retail volume will continue. However, the return of the premiumisation trend, which benefitted sales in the review period, is set to drive value growth over the forecast period.
Marketing efforts, especially those online, will remain important to helping maintain demand for baby food. Indeed, the pandemic has shown how important it is to be in close contact with consumers over social media.
Parents will increasingly seek higher quality, all-natural, authentic and additive-free baby food products, with many Finnish parents prepared to pay the premium price for it. In turn, this will encourage more premium players to emerge.
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Understand the latest market trends and future growth opportunities for the Baby Food industry in Finland 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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