Baby food is seeing declines in 2021, following the stockpiling trend during the time of the pandemic in 2020. Pre-pandemic, category growth had been slowing down due to decreasing birth rates and, in 2020 and 2021, consumers have been preparing more food at home for both reasons of economy and pandemic restrictions.
Producers have noticed that the pandemic has strengthened the position of organic, high-quality, more expensive products. Whilst many consumers are seeking to economise, it is also true that people are more health-aware and thus seeking healthier diets and higher-end products and, in turn, this is having a positive impact on retail selling price growth – in the short-term, at least.
Nutricia SIA (global owner Danone, Groupe) maintains its strong lead in baby food in 2021, with half of all company shares. Whilst competition is tighter in brand terms, Nutrucia’s Milupa still tops the list, with the player’s Nutricia Aptamil and Tutteli holding smaller shares.
Whilst growth is expected to rebound to a degree in 2022, more akin to sales seen in 2020, growth over the forecast period is expected to be positive yet undynamic. This is due to the decreasing birth rates in Latvia, alongside the fact that many consumers continue to make food for their babies from scratch at home.
There is scope for growth and innovation in children’s snacks in Latvia, and players are expected to expand their ranges to meet growing demand for healthy and convenient snacks. This sub-category is also quite young and unsaturated, thus leaving opportunities for players to explore over the forecast period.
Organic and health and wellbeing baby food will continue to grow and develop, as demand increases over the forecast period. As noted in trends, currently many options in this area are in the premium segment, however, it is expected that a growing number of medium-priced and even economy brands will be launched.
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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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