Baby Food in Italy

PROSPECTS

Players try to establish relationships with parents to overcome shrinking sales

Baby food in Italy is increasingly competitive, but characterised by a contraction in consumption due to decreasing birth rates and changing eating habits. Evolving eating habits are connected to the multi-ethnic demographic trend in Italy.

Locally sourced products enjoy the trust of Italian consumers

Organic and locally sourced baby food based on seasonal products and traditional recipes (in both prepared and dried formats) are the most prominent trends. The main players have responded by developing organic products inspired by the Italian cuisine, such as Mellin’s Viaggio in Italia line.

Closer attention to ingredients squeezes out palm oil

As the health and wellness trend grows in Italy, parents are increasingly aware of the health benefits of providing their offspring with the best quality, most nutritious and safest food. As a result, they are paying increasing attention to the ingredients found in baby food.

COMPETITIVE LANDSCAPE

Plasmon engages in marketing and new technology to gain a competitive edge

Heinz Italia’s Plasmon is the leading brand in baby food in Italy. Some of its products, such as sweet biscuits, are also consumed by adults.

Private label players look to better quality-price ratios to gain ground

Modern grocery retailers are investing in private label baby food in Italy. Private label has been gradually increasing its retail value share in baby food, and the large presence and wide reach of supermarkets and hypermarkets is likely to support further advancement in the forecast period.

Companies see marketing and sales opportunities in internet retailing

With the spread of e-commerce and digitalisation, mothers are more likely to read online peer reviews and use web platforms to buy baby food. The main competitors in baby food are developing an online presence, with Alce Nero and Mellin having created their own dedicated e-commerce platforms.

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