The bulk of the food and drinks products available for children in supermarkets is perceived to contain too much sugar, saturated fat, calories or salt. These products do not fit with the “Wheel of 5”, which is a model used in the Netherlands to determine healthy food.
Dried baby food has been under pressure for quite a while in the Netherlands. The pandemic provided opportunities for recovery, mainly attributed to the stockpiling effect in 2020.
The general rise in awareness of and demand for healthier food for adults is also penetrating baby food in the Netherlands. This trend has been heightened by the COVID-19 experience, with parents increasingly aware of the need to provide the most natural and least harmful food for their offspring.
Baby food is projected to see a slight dips in retail volume sales through the forecast period, as many parents are likely to continue to favour breastfeeding and home-made food. This is partly because consumers are likely to retain more home-centred lifestyles, compared with the pre-pandemic period.
Sustainability is a key trend in the Netherlands. Thus, there is also likely to be a shift towards recyclable packages in baby food.
Transparent production processes are set to move increasingly to the foreground in the forecast period. Many Dutch parents are highly conscious about the food they give to their babies, paying active attention to where the food comes from and how it is produced and transported.
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This report originates from Passport, our Baby Food research and analysis database.
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