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Strategy Briefing

Global Baby Food Overview: Key Categories, Countries and Trends

31 pages, Sep 2015

US$1,325

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This briefing examines the key recent developments in the baby food market. While the importance of the Chinese market, especially for milk formula, cannot be overlooked by global players, they face more challenging conditions amid a slowdown and greater competition. Premiumisation is set to be a key factor for growth in developed markets, while the robust performance of toddler milk formula encourages manufacturers to focus on widening their target audience to older children.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Toddler milk formula the main bright spot in mature developed markets

Developed markets continue to see stagnating baby food sales as parents and carers’ awareness of the health properties of breastfeeding rises and they attempt to rely less on baby food. However, toddler milk formula sales remain more resilient as they do not face such a strong threat from breastfeeding.

Shifts in the Chinese market create new challenges

Despite being the world’s largest baby food market and remaining the largest growth contributor, thanks to the adoption of milk formula among urban parents, lower breastfeeding rates than in most other emerging markets in Asia, a slowdown in growth rates and a wave of consolidation, alongside the rise of joint ventures between local companies and global baby food manufacturers, all create more challenging conditions in China.

Growth opportunities remain strong in key emerging markets

Growing urbanisation is forecast to remain a key growth driver in Asia between 2015 and 2020, notably in Vietnam. Toddler milk formula’s high sales per capita in large emerging markets, notably Indonesia and Thailand, are expected to remain major growth drivers.

Move towards premium products and brands

Premium brands are outperforming standard brands in China, due to consumers’ growing affluence and their distrust of cheaper brands. In developed markets, organic ranges represent a key growth area, particularly for prepared baby food and other baby food.

Targeting older children

In the wake of toddler milk formula’s stronger performance compared to the overall baby food market, manufacturers increasingly target older children to meet the demand for healthy and convenient meal solutions and in order to retain their customer base for a longer period.

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Introduction

Scope

Key findings

Market Assessment and Key Growth Drivers

Growth almost entirely derived from emerging markets; China leads

Toddler milk formula set to remain the main growth driver

Breastfeeding vs milk formula consumption in emerging markets

E merging markets: Education and urbanisation affect breastfeeding

Female employment boosts milk formula sales in emerging markets

Toddler milk formula: A few Asian markets dominate global sales

Toddler milk formula: Prospects for US to bridge the gap with Asia

Beyond toddlers: Shift towards food with a child-specific positioning

China: Rise of online and baby specialists alters routes-to-market

Manufacturers seek to exploit China’s evolving online landscape

Key Global Players ’ Strategies

Leading global players challenged by rising Chinese manufacturers

Key Global Players’ Strategies

Battle between top five global players influenced by results in China

Chinese-owned brands dent domination of premium global brands

T op five players see sharp contrasts in reaching emerging markets

Global players affected by move towards concentration in China

M&A activity: Temporary respite with a focus on US organic food

Baby food excluding milk formula: Niche players challenge Nestlé

China: Consolidation, closer links between global and local players

Forecasts : Premiumisation Amid Lower Volume Growth

Challenges to volume growth drives move towards premiumisation

Forecasts: Premiumisation Amid Lower Volume Growth

Changes to one-child policy and shift in distribution impact in China

Organic baby food to remain a growing niche in developed markets

Premiumisation increasingly focusing on convenience aspects

Conclusion

Recommendations for baby food manufacturers amidst challenges

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Megatrends

Strategy Briefing

Global Baby Food Overview: Key Categories, Countries and Trends

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Toddler milk formula the main bright spot in mature developed markets

Shifts in the Chinese market create new challenges

Growth opportunities remain strong in key emerging markets

Move towards premium products and brands

Targeting older children

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Market Assessment and Key Growth Drivers

Growth almost entirely derived from emerging markets; China leads

Toddler milk formula set to remain the main growth driver

Breastfeeding vs milk formula consumption in emerging markets

E merging markets: Education and urbanisation affect breastfeeding

Female employment boosts milk formula sales in emerging markets

Toddler milk formula: A few Asian markets dominate global sales

Toddler milk formula: Prospects for US to bridge the gap with Asia

Beyond toddlers: Shift towards food with a child-specific positioning

China: Rise of online and baby specialists alters routes-to-market

Manufacturers seek to exploit China’s evolving online landscape

Key Global Players ’ Strategies

Leading global players challenged by rising Chinese manufacturers

Key Global Players’ Strategies

Battle between top five global players influenced by results in China

Chinese-owned brands dent domination of premium global brands

T op five players see sharp contrasts in reaching emerging markets

Global players affected by move towards concentration in China

M&A activity: Temporary respite with a focus on US organic food

Baby food excluding milk formula: Niche players challenge Nestlé

China: Consolidation, closer links between global and local players

Forecasts : Premiumisation Amid Lower Volume Growth

Challenges to volume growth drives move towards premiumisation

Forecasts: Premiumisation Amid Lower Volume Growth

Changes to one-child policy and shift in distribution impact in China

Organic baby food to remain a growing niche in developed markets

Premiumisation increasingly focusing on convenience aspects

Conclusion

Recommendations for baby food manufacturers amidst challenges

Why buy this report?

Want to find out more about this report?

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