Consumer habits in baby food have not significantly changed due to the event of COVID-19 and sales remain steady in 2021. Store closures in 2020 did not result in strong stockpiling, nor have annual sales been influenced.
All sub-categories in baby food are seeing healthy growth in 2021, with milk formula and prepared baby food seeing some of the strongest performances. Other baby food, such as baby drinks, baby water, baby juice and, to a lesser degree, baby tea, are also seeing expanded sales in line with increasing availability and consumer awareness of such products.
Numil Hungary Kft is maintaining its company lead in baby food in 2021, although its Milumil brand comes in second place to Beba from Nestlé Hungária Kft in brand terms. Discounters have also started to enter baby food, such as seen with the private label Lupilu brand from Lidl Magyarorszag Kereskedelmi Bt.
The forecast period looks positive for baby food and milk formulas overall. Government programmes are continuing to support families with children, and demographics are expected to improve further because the government subsidies based on the number of children offer good incentives for families, so more babies are born, driving demand for milk formulas and baby food.
There are opportunities for players to develop more convenient on-the-go baby food formulas, driven by the strong trend for fruit purées in pouches. Easy-to-make offerings in dry baby food are also growing in demand, thanks to the convenience they offer.
As noted, there is a shift in channel trends, with young mothers increasingly shopping for baby food in modern grocery stores and online, so there is a lower need for consumers to visit pharmacies or specialist drugstores to purchase baby food products. Also as noted, there is a growing trend for private label baby food, especially so with organic products which comes with strong brand trust.
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Understand the latest market trends and future growth opportunities for the Baby Food industry in Hungary 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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