Having fallen for the first time in well over a decade during 2020 (albeit marginally), retail current value sales of baby food will rebound strongly during 2021. Retail current value sales of milk formula declined throughout the review period, due in part to a sharp decline in the population aged 0-36 months.
Despite the economic shock of the pandemic, manufacturers are stepping up the pace of innovation in milk formula in an effort to attract consumers, particularly those who are hesitating between breastfeeding and milk formula. During late 2020, the Campina OOO removed palm oil from its Friso brand, for example.
Prepared baby food and other baby food will be the top performers in baby food in terms of retail current value sales growth rates during 2021, due in large part to a recovery in on-the-go consumption as restrictions on movement are eased and parents have less time to cook for their babies at home. Growth in demand for these products is also being driven by new flavours, more convenient packaging formats, fortification, and reduced-sugar options.
The rate of growth in retail volume sales of baby food will accelerate during 2022 and remain strong through the remainder of the forecast period, with an anticipated post-pandemic economic rebound set to play an important role in this. Prepared baby food will remain the top performer during the forecast period due to the convenience it offers busy parents, particularly for on-the-go consumption.
Brand loyalty has always been crucial in baby food, and it is likely to grow in importance due to the ongoing threat posed by COVID-19, which has heightened consumer interest in health and wellness. It is essential for parents that they have trust in the baby food that they buy – in terms of nutritional value, low sugar and salt and, most importantly, product safety.
The retail value share of e-commerce in baby food more than doubled during 2020 as a result of the pandemic, and it will continue to expand during both 2021 and the forecast period as a whole. Local consumers are becoming ever-more comfortable with online shopping, and the country’s e-commerce infrastructure is steadily maturing as investment in it increases.
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Understand the latest market trends and future growth opportunities for the Baby Food industry in Russia 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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