Executive Summary

Aug 2018
PROSPECTS
Italy sees its lowest birth rate

Despite the rate of pregnancy termination having fallen, Italy continues to record a decline in the birth rate, with mothers having their first child at a later stage in their lives than in the past. As a result, there is also more need for medical assistance to become pregnant, and to ensure pregnancies go smoothly.

Organic and local brands are preferred

For all packaged food, consumers tend to prefer products made locally by Italian manufacturers, as they trust the controls to be stricter than for products made in other countries. Whenever possible, consumers go even further, and purchase organic products, especially in baby food, as they hold extra quality certifications and are made without chemicals.

With fewer children, brands attempt to follow them for longer

The low birth rate in Italy has led to the concentration of brands, which are competing strongly to gain parents’ trust and attract purchases. Once a relationship has been built, brands work at maintaining it throughout childhood, by offering products for later life stages, beyond the initial 12 months.

COMPETITIVE LANDSCAPE
Heinz Italia’s Plasmon brand is given a Facebook award

Plasmon is one of the most recognised brands in baby food in Italy, and some products, such as its sweet biscuits, are also appreciated by adults. Having fully understood the importance of constantly communicating with parents, the brand implemented a massive social activity that led to it being awarded top communication campaign by Facebook in 2018.

Mellin works against child obesity

Considering the high incidence of childhood obesity in Italy (amongst the highest in Europe), Mellin continues to focus on prolonging the period of baby food nutrition, to give children a more balanced diet for longer. Its latest new product developments included two references in milk formula, namely a growing-up milk formula with added vitamin D and calcium (2+ years), as well as a growing-up milk formula with a mix of prebiotic fibre for intestinal balance (12-36 months).

Alce Nero disrupts the baby food category

As Italian consumers increasingly appreciate organic products, Alce Nero has been progressively increasing its shares across packaged food, including in baby food. Considering that parents are very sensitive about quality, Alce Nero has managed to convey a message of trust, given that all its products are made by company shareholders and are thoroughly scrutinised to guarantee they are made according to the company’s rules.

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Baby Food in Italy

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Overview

Discover the latest market trends and uncover sources of future market growth for the Baby food industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Baby food industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baby food in Italy market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Baby food in Italy?
  • What are the major brands in Italy?
  • How are latest breastfeeding rates impacting retail performance?
  • Are government initiatives to promote breastfeeding constraining market performance?
  • What are market opportunities for higher priced functional, organic and ethically sourced baby food?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.