Baby food has suffered retail volume and current value declines for many years, due to the low birth rate in Spain. Another factor contributing to decline in 2020 was the COVID-19 crisis and its economic impact, with this also likely to continue to account for some of the fall in sales expected in 2021.
Despite the decline expected for overall baby food, sales of organic baby food continue to grow steadily and gain share over standard baby food. Whilst some of the main manufacturers, such Hipp and Carrefour (from 2020 onwards, all Carrefour’s baby products have been certified organic), are consolidating their positions, the growth of this segment is also increasing the fragmentation of the category, with the entrance of many new small manufacturers, both national and international.
Nestlé España is set to retain its leadership of baby food in Spain in value terms in 2021, due to its strong position in the largest category of milk formula. The player offers a wide product portfolio in both liquid and powder formats, including the brands Nestlé, Nidina, Nativa, Naturnes and Alprem.
Baby food is set to continue to see both retail volume and current value declines over the forecast period. Nevertheless, 2022 and 2023 are expected to present the slowest declines compared with the other forecast years.
Milk formula is expected to suffer from the low birth rate, which is likely to slow even further due to the economic crisis resulting from the COVID-19 pandemic. However, this is not the only factor set to hamper growth in this category.
Organic prepared baby food is likely to continue to perform better than standard prepared baby food in the forecast period. Despite the context of overall decline in baby food, these products are considered by parents to represent the healthiest alternative for their children.
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This report originates from Passport, our Baby Food research and analysis database.
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