Baby Food in Slovakia

PROSPECTS

Premiumisation will drive sales, while milk formula distribution will improve

Demographic trends will play a major role in terms of overall demand for baby food in Slovakia over the forecast period. As no baby boom is expected in Slovakia over the coming few years demand will be driven by premiumisation.

Added-value products will generate stronger sales

The growing demand for organic baby food products aided category growth in 2018 and the trend is expected to continue developing over the forecast period. Parents demand the best for their children; therefore products with a natural composition and organic certification, in combination with additional benefits, such as fortification with vitamins, are going to gain category share over the forecast period.

Slovak officials consider decreasing the VAT rate for baby food

In 2016 the Slovak government introduced a list of foods that are subject to a lower 10% value-added tax as opposed to the full 20% tax. In 2019 this list is likely to expand and should cover baby food products, which is going to make these goods more affordable to Slovak parents.

COMPETITIVE LANDSCAPE

Category competition remains tough

Price promotion bundles will be increasingly utilised by manufacturers and distributors, particularly within milk formula. Here multipacks with a wide assortment of various gifts from baby spoons and cutlery to toys and accessories will gain in popularity.

Private label products strengthen their position

Dm-Drogerie Markt sro increased its number of hypoallergenic private label products in the second half of 2017, as well as introducing anti-reflex products for sensitive digestion. The premium product range, which specialises in addressing specific health concerns, is expected to become increasingly important and thus there will be new premium product launches as parents’ education continues increasing.

Product innovation and the importance of packaging

Hamé Slovakia sro introduced a new product line within prepared baby food late in the review period called Hamé Easy Fruit. The product comes in the increasingly popular pouch format and is fortified with vitamin C while also offering trendy outer packaging.

Files are delivered directly into your account within a few minutes of purchase.