Baby food is split into two broad categories, milk formula, a substitute for breast milk for infants, and different formats of baby food (dried, prepared and other). Price promotional activity is prohibited for milk formula but promotions and discounts are permitted for other areas of baby food.
Milk formula represents the largest share of baby food sales in retail value and volume terms in South Africa. In South Africa, the rate of exclusive breastfeeding up to six months of age is at one of the lowest levels globally, despite the government actively promoting breastfeeding and placing restrictions on advertising baby formula since December 2012.
Larger pack sizes of baby food are becoming more popular in 2021, especially in dried baby food. This is because larger pack sizes offer greater value for money, thus appealing to price-sensitive consumers who have seen incomes further affected by COVID-19 following on from the economic recession.
Milk formula will remain a significant product area over the forecast period, despite facing some challenges due to the increasing popularity of breastfeeding. To reduce infant mortality, the South African government has promoted a return to breastfeeding since 2012.
The main driver for opportunities in baby food is affordability. In response, players increasingly offer larger economy packs, which offer greater value for money.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Baby Food industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Baby Food industry in South Africa, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Baby Food research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page