Baby Food in Switzerland

PROSPECTS

Breastfeeding rates to remain stable in Switzerland

In Switzerland, strong efforts are constantly made to promote breastfeeding, and this is expected to continue over the forecast period. Rising awareness of the health benefits of breastfeeding amongst mothers through information campaigns and initiatives will continue to support breastfeeding rates in the country; albeit with mixed results.

Milk formula is expected to see a positive performance

Milk formula, the largest category within baby food, is expected to continue experiencing a positive performance in the forecast period, thanks to its relative convenience, especially for working women. Still, the category is highly regulated with regard to ingredients, production and distribution in Switzerland.

Baby food is set to continue to grow

Baby food in Switzerland is expected to continue to register both volume growth and value growth at constant 2018 prices over the forecast period. Parents are expected to continue questioning the ingredients in baby food in order to ensure the highest safety standards.

COMPETITIVE LANDSCAPE

Nestlé will continue to lead baby food

Baby food will remain a concentrated category, led by multinational players, with major share movements rare due to consumer loyalty to one brand. As a result, it is expected that Nestlé Suisse will continue to lead the competitive landscape; albeit with modest growth prospects.

Migros launches an organic baby food range

Switzerland’s largest retailer Migros launched a private label organic baby food line in autumn 2017. The new line, Mibébé, includes 27 products manufactured in Switzerland and Germany targeting children in their first year.

Innovations are expected

Urbanisation, female employment, health and wellness and the search for convenience are set to bring opportunities for growth in baby food. Manufacturers will continue to use ingredients that allow the replication of health properties of human milk.

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