Baby Food in Russia

PROSPECTS

As birth rate falls so does the demand for milk formula

Before 2017, milk formula was growing in both volume and value terms, supported by the growing number of new-born babies was going up each year – boosted by state measures aimed at increasing the birth rate. However, in 2017 this trend was reversed.

Plastic pouches add to the convenience of prepared baby food

All types of purée – fruits, vegetable, meat and fish – saw growing popularity towards the end of the review period, with this being an important driver of growth for prepared baby food. Meat and fish purée saw a significant increase in popularity, while the much larger area of fruit and vegetable purée grew at a more moderate rate.

Local producers such as Damate see opportunity in baby food

With Russia looking to encourage domestic production of a range of food products, in part due to its fractured relationship with the EU and the US, it is expected that more domestic players will enter baby food over the forecast period. For example, local company Damate, which is an importer and manufacturer of meat and milk products, launched a new baby food production line at the end of 2018.

COMPETITIVE LANDSCAPE

Category leader launches innovative new product with unique pyramid packaging

Wimm-Bill-Dann Produkty Pitania OAO, which is a subsidiary of GBO PepsiCo, maintained a healthy lead in baby food in 2019, with it seeing a small increase in its value share. The company leads prepared baby food, while it also maintains a strong position in the other baby food categories too.

Progress launches a range of new healthy and nutritious products

Second-ranked Progress OAO also saw strong double-digit growth in current value terms in 2019. The company launched a series of novelties in 2018 and 2019, which helped to support its strong position in prepared baby food and other baby food.

Danone offers innovative curd range for Tema

Multinational Danone Russia AO was another player to see strong current value growth in 2019. Like Progress and Wimm-Bill-Dann Produkty Pitania, Danone saw an increase in its value share, with it benefiting in part from a range of new product launches in 2018/2019.

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