In 2021 and as lockdown restrictions are gradually being lifted, nurseries and workplaces reopen. Parents are slowly getting to spend less time at home with their young ones, and baby food is recovering from last year’s dip.
Last year, more time spent at home led to a decline in prepared baby food and slower growth in other baby food. Prepared baby food decreased because it can be replaced by home-made foods which parents cook as they spend more time at home and is an affordable alternative.
Increasingly, parents are presented with convenience-enabling products. As we return to busier lifestyles, and with an increasing number of women entering the workforce, convenient baby food products are meeting these needs.
Organic presents the category with further opportunity as it already has high penetration rates in baby food. Parents are more likely to look for organic ingredients on food and drink labels all over packaged food than non-parents.
Public Health England has been looking into the relationships between health and children’s diets, and has established draft guidelines on commercial baby food and drink products. The proposed guideline would take effect from 2023, with a focus on foods targeted at children aged between 6- and 12-months.
Another opportunity that lies ahead for baby food players is to extend the range accompanying children into growing up. Indeed, with declining birth rates foreseen, baby food manufacturers can find opportunities in adapting their range and products to a wider audience.
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Understand the latest market trends and future growth opportunities for the Baby Food industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of milk formula, prepared, dried and other baby food.See All of Our Definitions
This report originates from Passport, our Baby Food research and analysis database.
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