While prepared baby food and other baby food offered by incumbent brands such as Heinz are predominantly available in sweet varieties, physical and digital shelves are increasingly filled with savoury options offered by new players, as they seek to replicate adult food and simplify the weaning process for parents. New products vary in degree of convenience available, but fulfil the common purpose of assuring nutrient safety and diet suitability for toddlers.
Amid diversifying the sources of milk formula to offset supply instability, new players from Europe and Asia Pacific have found their way into Singapore, including brands such as Babybio from France, Bimbosan from Switzerland, Bubs Organic from Australia, and Wakodo from Japan. Although these brands can anticipate challenges in gaining share due to consumer familiarity with long-standing brands such as Similac, it is noteworthy that brand sensitivity in milk formula is gently being eroded as a child ages, which potentially guides strategic entry.
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Understand the latest market trends and future growth opportunities for the Baby Food industry in Singapore with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of milk formula, prepared, dried and other baby food.See All of Our Definitions
This report originates from Passport, our Baby Food research and analysis database.
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