Baby Food in Macedonia

PROSPECTS

Less time to prepare baby meals leads to strong growth of baby food

Convenience is the most important factor positively impacting the growth of baby food in Macedonia. This trend is largely driven by the increasingly busy lifestyles of local consumers, primarily young working parents who have significantly less time to prepare meals for their newborn children and toddlers and therefore resort to purchasing baby food regularly or more frequently.

Despite negative demographic trends baby food volume demand is stable

According to the State Statistical Office of Macedonia, in 2017 there were a total of 21,754 live births in the Republic of Macedonia, which was a 5% decline compared to 2016. The number of live births in urban areas remains higher compared to the number of live births in rural areas where the trend towards stagnation continues.

Milk formula slows down as breastfeeding is increasingly encouraged

In addition to the negative demographic trends, milk formula is negatively impacted by the growing awareness of the benefits of prolonged breastfeeding which is increasingly and widely accepted by more young couples and mothers of newborn babies and toddlers. Health officials, medical professionals and paediatricians almost as a rule recommend prolonged breastfeeding for newborn babies and toddlers due to the significant benefits to their immunity and overall long-term health.

COMPETITIVE LANDSCAPE

Hipp leads baby food in 2018

In 2018, Hipp GmbH & Co Vertrieb KG held the leading, although moderately declining, value share due to the strength of its eponymous Hipp brand portfolio. Hipp is highly valued by local consumers for its quality and consistency.

Podravka dooel ranks second in 2018

After the leading player, there are several regional and international players competing for share within baby food in Macedonia. Croatian company Podravka dooel, which used to dominate baby food in the former Yugoslavia, ranks second in value terms and leads dried baby food.

International players dominate baby food in Macedonia

Baby food in Macedonia was overwhelmingly dominated by renowned international companies and several distinct regional players in 2018. Domestic companies maintain a marginal presence in baby food and are almost exclusively present in the most mature and least profitable category, dried baby food.

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