At the end of the review period, Ireland’s breastfeeding rate remained relatively low, by European standards, and while this has until now supported demand for milk formula, it also means that there is significant room for further growth in the numbers of babies who are breastfed either exclusively or predominantly for a longer period of time after birth. Indeed, awareness of the advantages and benefits of breastfeeding is improving among the local population for part of the Irish government’s efforts to meet the WHO global target of 70% of babies being exclusively breastfed during the first six months of their lives by 2030.
The competitive environment in baby food in Ireland is expected to remain highly concentrated during the forecast period, with the bulk of sales expected to be accounted for by the top five players, which at the end of the review period were already accounting for almost three-quarters of category value sales. The strong and very well-established positions of these leading global players, their well-developed production facilities and strong presence in the market all present relatively high barriers to entry for potential new players in the category.
The forecast period is unlikely to see any of the more innovative products launched recently in baby food in Ireland perform spectacularly, with moderate positive growth or even sales declines more likely to be seen across the category. The main reason for the underwhelming projections is that demographic challenges and shifting consumer preferences are expected to continue undermining demand for baby food generally, with the number of new products being launched in baby food likely to remain quite limited over the forecast period.
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Understand the latest market trends and future growth opportunities for the Baby Food industry in Ireland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Baby Food industry in Ireland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of milk formula, prepared, dried and other baby food.See All of Our Definitions
This report originates from Passport, our Baby Food research and analysis database.
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