While baby food in Italy continues to see a decline in both retail volume and current value sales in 2021, decreases are expected to be slower than in the previous years of the review period. The main cause of the downward trend in retail volume and current value sales in 2021 can continue to be traced to a downturn in the number of births in Italy.
Retail volume and current value sales of all types of milk formula are expected to decrease over 2021. Some types of milk formula, such as special baby milk formula, received a boost from COVID-19 due to health and wellness concerns and/or more time to feed babies as a result of home seclusion.
Organic and locally sourced baby food continue to gain traction and popularity among parents in Italy. Parents always try to give their children the best possible care and products, and organic food is widely recognised as richer in nutrients than standard options.
Despite the general downward trend in retail volume and value (constant 2021 prices) sales, in line with stagnating birth and marriage rates, there remains significant investment in baby food as manufacturers try to push innovation. Quality, convenience and naturalness will be the assets companies will have to leverage to retain consumers.
Organic and locally sourced baby food based on seasonal products and traditional recipes (in both prepared and dried formats) are set to remain prominent trends, as consumers become increasingly aware of a product’s ingredients and source. However, organic is likely to remain a niche due to the complex process of producing organic baby food, from both sourcing and legislation angles.
A new website has been created for Plasmon, where users can, among other features, personally verify the provenance and origin of all the products used in the processing of its products. Kraft Heinz signed a memorandum of understanding with the Ministry of Agricultural Policies for Plasmon in 2019.
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This report originates from Passport, our Baby Food research and analysis database.
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