Safety First: Global Baby Food Opportunities and Challenges to 2015

Introduction

Scope

Objectives of global briefing

Key findings

Global Performance

Global retail value sales maintain momentum in 2010

Baby food shows its resilience to global economic downturn

Category Analysis

Dried baby food most dynamic category in 2010

Unchecked consumer demand for toddler milk formula

Organic formats outperform conventional milk formula

Regional Analysis

Asia Pacific single largest region for baby food by retail value

Fallout from the melamine contamination crisis in China

China milk formula retail sales performance

Fallout from melamine crisis also prompts more added value

Economic downturn constrains birth rates in Western Europe

National breastfeeding initiatives also constrain growth

Can toddler milk formula save Western European sales?

Toddler milk formula explodes in British baby food market

Private label making inroads into US baby food

Dried baby food on the decline in Latin America

Prepared baby food thrives in Eastern Europe

Competitive Landscape

Nestlé remains leading player in global baby food

Nestlé versus Danone : Asia Pacific holds the key

Mead Johnson looks to Middle East and Africa

Private label remains almost negligible in global baby food

What lessons can private label baby food take from the US?

Channel Analysis

Supermarkets/hypermarkets dominate global sales

Internet baby food sales constrained by safety concerns

Stand-alone baby stores could pave the way for future growth

Key Trends and Developments

Simplicity, functionality, colour-coding and provenance

Packaging centres on convenience, convenience, convenience

Baby food that helps prevent sleepless nights

Focus on disease prevention, not cure

Building up immune system development

Organic baby food formats increasingly popular

Finding the right niche

Ethical positioning could create viable niche

Hybrid categories: Puleva’s Peques PapiYa ! in Spain

Hybrid categories: Nestlé Mucilon Pronto Para Beber in Brazil

Baby food hybrids expanding elsewhere

Global Prospects and Opportunities

Strong global retail growth prospects for baby food

Milk formula will lead global sales growth

Emerging regions will underpin global growth prospects

Case study: Milk formula in the Middle East and Africa

China and Russia to play key role in future sales prospects

Expansion should be gradual and tailored to each market

Asia Pacific focus markets for baby food

Final conclusions: Carefully phrase the “baby” message

Final conclusions: More formats and careful shelf positioning

Report Definitions

Data parameters and report definitions

Definitions

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