There was some initial stockpiling when COVID-19 arrived in Germany as parents panicked they might run out when stores closed in lockdown and as shelves were emptied. However, sales levels soon returned to more normal rates as people realised there were not likely to be any shortages – other than those caused by panic-buying.
Despite the challenging conditions created by the COVID-19 pandemic and the measures taken to contain its spread, the demand for organic and healthy snacking products is set to continue fuelling new product innovations among both large players and niche players in prepared baby food and other baby food, and is expected to drive value sales up, notably for fruit snacks and bars. Fruit- and vegetable-based prepared baby food sold in pouches, as well as dried baby food such as cereals and healthy other baby food products such as baby teas are set to remain growth areas in baby food.
The largest baby food player, Hipp, continues to benefit from its dominant position in the fastest-growing category in 2020, prepared baby food, in which it generates most of its sales. While the company’s image is closely linked to its positioning as an organic food pioneer, with a growing organic product range and with strong sustainability credentials, it also owns the non-organic Bebivita brand at a GBO level.
Although birth rates are expected to see a modest decline in the forecast period, they are expected to fluctuate between 9.2 and 9.
Among niche players, erdbär is becoming a significant player in baby food, under its organic Freche Freunde brand, notably by widening its assortment to include dried baby food products suitable for babies over five months old, while its prepared baby food offer previously only allowed it to target babies over one year old.
Under plans to double its baby food sales by 2030 by boosting its presence in Germany and other global markets, the dairy group DMK Deutsches Milchkontor is focusing on fewer key brands and restructured its units following the 2019 acquisition of the Alete and Milasan brands, with the integration of the two brands into Humana Vertriebs GmbH in 2020.
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Understand the latest market trends and future growth opportunities for the Baby Food industry in Germany 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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