Baby Food in India

PROSPECTS

New stricter norms by the Indian government to keep baby food in check

The Indian government seeks to promote breastfeeding through the Infant Milk Substitutes (IMA) Act of 1992 thus controlling the promotional activities carried out by manufacturers, especially regarding infant milk formula. Several non-government organisations such as Breastfeeding Promotion Network of India (BPNI) have also joined the cause to promote breast milk.

Busy lifestyles of parents to drive sales of baby food

The number of working women in India is rising and their busy lifestyles restrict them from cooking food at home. This factor has led to an increase in the sales of baby food.

Organic baby food gaining acceptance in India due to high safety credibility

Although being a niche category, organic baby food is starting to gain acceptance in India. This is attributed to increasing awareness among consumers while selecting the right food for their babies.

COMPETITIVE LANDSCAPE

Nestlé India Limited continues to dominate baby food

With its popular brands Cerelac and Lactogen, Nestlé India continued to dominate baby food in 2019. Nestlé has established itself as a trusted manufacturer due to its decades-long presence.

Growing up milk formula outperforms overall category with Abbott being the major player

Growing up powder milk formula has seen the fastest growth in the category and has outperformed the category in terms of current value sales growth. This growth can be attributed to marketing campaigns reaching out to mothers via blogs and engaging with them with product sampling at doctors’ waiting rooms.

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