In 2018, sales of baby food remained highly concentrated among two major players which restrained a more dynamic pace in product innovation. Although the second player, Heinz, invested heavily in the development and promotion of its pouch format of prepared baby food, consumer preferences remained with glass containers.
Over the review period birth rates slowed, and this trend is expected to continue over the forecast period. In contrast, sales of baby food have accelerated in recent years, suggesting that although families are having fewer children they are increasingly relying on baby food products.
The offer of folding cartons in powder milk formula is expected to increase over the forecast period as consumers realise they can save considerable amounts of money by choosing these formats over other packaging alternatives. Milk formula offered in folding cartons usually comes in flexible plastic bags which are used to refill more convenient containers such as composite containers or metal tins.
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