The strongest performer in current retail value growth terms in 2020 is expected to be Semper, which recorded a second consecutive year of impressive double-digit current retail value growth after its entry to baby food in 2017. This Swedish brand is strongly positioned as offering ecological and natural products which will be highly appreciated by more affluent Lithuanian parents who are searching for premium baby food that offers specific value for which they are willing to pay.
Baby food will continue to be led by Nutricia Baltics in 2020 due to its strong position and brand reputation in milk formula, where it enjoys wide distribution. However, in line with baby food’s stagnation, Nutricia Baltics is expected to see slight current retail value share decline in 2020, despite the strong brand reputation of Tutteli and Nutricia Aptamil, with the latter offering a wide range of products including standard milk formula, milk formula for babies with digestive problems, milk formula for premature and low-weight babies as well as milk formula for babies with an allergy or intolerance.
Demand for baby food is usually expected to increase during months of August and July, due to more consumers enjoying days out and holidays over the summer. This means it is more convenient for consumers to buy pre-prepared baby food products to make it easier to feed their baby during a longer trip.
Convenience and innovation will drive demand for other baby food into the forecast period. Prepared baby food offers parents greater convenience with smoothies in squeezable pouches experiencing growing demand for on-the-go consumption when families are outside of the home environment in addition to being hygienic, safe, compact, resealable and having a long shelf life.
Milk formula is expected to continue to be the largest product within baby food in both current retail value and retail volume terms into the forecast period, but will continue to experience stagnant demand overall. This trend will be driven by the growing popularity of breastfeeding in Lithuania which particularly impacts demand for standard baby milk formula, while the early adoption of other food such as moving onto solids will also hamper further growth.
Although Lithuanian parents will continue to place great trust in multinational brands due to their long-standing presence in baby food and their global reputations, two local brands are expected to gain popularity into the forecast period through their offer of premium products with eco and natural claims. Marmaluzi in prepared baby food and Mamuko in dried baby food will continue to target more affluent consumers through premium products, while multinational heavyweights will continue to dominate economy and medium products.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Baby Food industry in Lithuania 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.
If you're in the Baby Food industry in Lithuania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Baby Food research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page