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Baby Food, Milk and Drinks - Italy
Mintel, Jan 2005, Pages: 34
At the end of 2004, the Italian market for baby milk, food and drinks is valued at an estimated €828 million. The market has shown vigorous growth over the 1999-2004 review period, driven by rising birth rates, energetic new product development and broad social trends which have encouraged the use of convenient commercial alternatives to home cooking. This having been said, the market remains more conservative and less innovative than in some other European countries, particularly France; usage of commercial baby food in Italy is strongest in the urban North, where values and customs are very different from those prevailing in the much more traditional rural South.
As a consumer market, baby food is unique in that it is not consumed by its purchasers – marketing is to adults, although they are not the end-users. As a result, market trends in terms of product values mirror those in adult food markets, with the important proviso that quality and brand reputation are of absolute importance and almost invariably override considerations of price.
Using the latest consumer research, market size data and trend analysis, this report provides vital new insight into the current state of the market and its prospects, investigating its drivers, segmentation, supply structure, distribution, advertising spend and sales forecasts.
Use this research to avoid market pitfalls, discover sector opportunities, identify growth potential and achieve the best possible results.
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