In addition to a lower birth rate compared with the early-to-mid-review period, the decline in baby food retail volume sales is negatively impacted by eased restrictions and increased mobility as the threat of the Coronavirus (COVID-19) pandemic lessens in 2021. A shift to more premium products has exerted significant upward pressure on unit prices, which has helps to lessen the impact in retail current value terms.
Sustainability, natural ingredients and transparency are key trends in packaged food, including baby food, in Norway, Manufacturers are working hard to become more transparent in how they produce their products to satisfy an increasingly demanding consumer base. For example, organic 100g Gro Gro Fruit & Veggie, launched in 2021, is marketed with terms like “cold pressed”, “no nasties” and “never from concentrate”, while the packaging of Hipp’s new organic smoothie provides information on product content at the micronutrient level, using terms like “high in vitamin C”, “with zinc”, etc.
Organic products are expected to continue to gain retail value share in baby food in 2021. As a result, baby food is set to retain the highest retail value share in organic packaged food.
Modest retail volume growth is anticipated in baby over the forecast period growth. More stable birth rates, compared with the review period trajectory, are set to sustain demand.
The average retail unit price (2021 constant prices) of baby food is set to rise over the forecast period. However, a price war among retailers is expected to restrict unit price growth in the short to medium term.
Grocery retailers remains the key channel for baby food in Norway. Meanwhile, e-commerce is seeing strong retail value growth in baby food due to the pandemic’s effects on mobility and shopping patterns.
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Understand the latest market trends and future growth opportunities for the Baby Food industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Baby Food research and analysis database.
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