COVID-19 is having negligible effect on sales of baby food in 2020. These products are effectively staples for young families in Sweden, and the light touch approach of the government to the onset of COVID-19, with the result that there were no mandated store closures, has meant consumer access to these products has been unaffected.
Swedish consumers are among the greenest, socially conscious in Western Europe, and when it comes to feeding their infants, this environmental awareness lifts to its highest degree. In addition, organic positioning is as much related to consumer perceptions of health benefits as sustainability, and the onset of the virus has seen consumers trading up to baby foods with this profile at a faster rate in order to support the best possible health outcomes for their children.
Other baby food is set to see the strongest growth in volume and current value terms in 2020. This growth is being driven by strong consumer demand for convenience with baby snacks in particular growing strongly in popularity.
Adult consumer dietary trends are increasingly set to be replicated in baby food over the review period, and producers that can anticipate and meet these rapidly evolving trends will have opportunity to build share, frequently at higher price points. For a number of reasons, including parental guilt at being unable to produce home-made food, lifestyle changes and dietary fashion, parents are increasingly focussing on freshness and quality of baby food.
Historically, Swedish consumers have been reluctant to buy private label baby food products, with a widespread perception that branded products are worth the extra expense, and have better menus, nutritional profiles and fresher, better, quality ingredients. Consumers still hold this view when it comes to certain baby food products, in particular milk formula, which is often marketed with strong functional or clinical positioning that private label may not have the authority to hold, but elsewhere this changing.
In Sweden, breastfeeding is widely understood to provide health benefits for both mother and child, and public health recommendations broadly align with World Health Organization’s, which say that women breastfeed exclusively for 6 months. Swedish consumers, and especially parents, view ‘natural’ dieting and foods exceptionally favourably, and the development of stronger bio or natural positions has been one of the key drivers of baby food over the review period.
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Understand the latest market trends and future growth opportunities for the Baby Food industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Baby Food research and analysis database.
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