Government programmes launched by the government in 2016 and 2017 were mainly aimed towards larger families, providing parents with PLN500.00 for each child after the first one (the 500+ programme) and creating affordable apartments for rent for families in need.
The rate of breastfeeding remains particularly low in Poland. Social conservatism often means that breastfeeding in public is less accepted than in many Western countries, while medical staff often do not cover the topic in any great detail.
Given the strong economic performance in the country and government incentives, Poland recorded positive growth in birth rates in 2018 and 2019 as Poles enjoyed higher disposable incomes due to improving salaries and subsidies, while being more inclined to extend their families. This will lead to strong increases in the population aged between 0 and 12 months in 2019 and 2020.
Sales of baby food in Poland remained in the hands of a relatively small number of companies in 2019, in comparison to other types of packaged food. Prior to and until the early part of the review period baby food was in decline, discouraging new players from entering the category or investing in products to challenge the leading players.
Prepared baby recorded strong retail value growth towards the end of the review period as manufacturers introduced innovative and convenient products, such as fruit purees in stand-up pouches. This type of packaging is convenient for on-the-go consumption and many leading brands have already introduced there products in the format, including Hipp, Gerber and BoboVita.
A unique factor in baby food among other packaged food products is the relatively minor role of private label. While major chain retailers in Poland such as Biedronka, Tesco or Auchan have their own private label products, they do not offer packaged baby food.
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This industry report originates from Passport, our Packaged Food market research database.