Retail value sales of baby food sees healthy growth slow in 2021 despite slower sales during 2020. Prepared baby food remains the biggest category, although it sees the slowest growth in 2021 thanks to kindergarten closures during lockdowns as parents prepare baby food at home from scratch.
Other baby food sees slower sales growth in 2021 as these products generally have an on-the-go consumption nature. Thanks to restrictions on movement as a result of the COVID-19 pandemic consumers do not go out as often and thus sales of baby biscuits, juice and water are decelerating.
Demand for dried baby food in volume terms remains the same in 2021 when compared to the rest of the review period and is not impacted by parents preparing food at home for their babies. Many parents choose convenience and look for promotions to buy trusted brands.
It is anticipated that constant retail value sales growth for baby food will slow during the forecast period with the forecast CAGR likely to be lower than that of the review period. Constant retail value sales of prepared baby food will also increase in the forecast period, as the growing number of young working mothers have little time to prepare food for their children.
As Ukrainian consumers become more health conscious, it is anticipated there will be more demand for “free from” baby food, such as free from lactose milk formula and free from dairy prepared baby food. Similarly, there is also a growing interest in organic baby food.
The end of the review period saw the emergence of new product types in other baby food, such as special water for babies for drinking and cooking. Companies promote it as a healthier alternative to the relatively poor-quality tap water and as a convenient option for when outdoors.
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This report originates from Passport, our Baby Food research and analysis database.
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