Baby Food in Ireland

PROSPECTS

Milk formula is popular, with liquid formula generating the most demand and value

With the highest birth rate amongst the EU Member States and one of the lowest breastfeeding rates in Europe, the Irish market is lucrative for both baby food and milk formula. Milk formula use is also strengthened by the high proportion of women aged 20-45 years of age that are both employed and work outside the home.

Health and wellness trends and strong economy boost demand for prepared baby food, especially organic

Prepared baby food continued to be the most dynamic baby food category in 2019, particularly benefitting from greater need for convenience, good economic growth and high employment rates. Its growth also comes from continuous quality improvements and an alignment with current health and wellness trends.

Snacking food for babies is increasingly demanded in “other” baby food

“Other” baby food is doing well thanks to the snacking trend that is spilling over from “adult” food – referring to the grazing trend that has been going on in packaged food for a while in Ireland, where snacks generally are highly demanded. Whereas in the past, parents in transit may have simply brought a packet of plain biscuits or rusks along to give their children something to nibble on, there is a growing number of specific (and value-added/more expensive) products to be consumed on the go that are addressing that need.

COMPETITIVE LANDSCAPE

Niche Irish brand Pip & Pear gains traction in “other” baby food and is set to expand

Baby food is largely led by multinational companies or brands, such as Hain Celestial Group’s Ella’s Kitchen, which ranks first in prepared baby food; Danone’s Nutricia Aptamil and Cow & Gate, which rank first and second, respectively in milk formula; and Milupa, the leading brand in dried baby food. However, they find themselves under more pressure from emerging niche brands.

Tesco private label baby food shows promise after performing well in its first year

Tesco launched its own brand of baby food within prepared baby food and the “other” baby food categories at the end of 2018. Although it saw triple-digit value growth in both categories by the end of 2019, it is too soon to know how well it will be received or the extent to which it will impact the baby food category overall.

Child-orientated yoghurt attracts interest as baby food, in what may become a trend

Glenilen Farm launched a child-orientated yoghurt product with no added sugar in March 2019, and competition from products like these may increasingly come from outside of established baby food manufacturers. As Ireland is a lucrative market for baby food, both new players and companies present in other areas of packaged food may expand into the category.

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