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Baby Foods Market Assessment 2006
Key Note Publications Ltd, Oct 2006
The fortunes of the baby food market are inevitably dependent on the number of infants under the age of 2. Therefore, it is good news for the market that the UK birth rate — which has been falling steadily over many years — began to rise in 2003, and continued to do so in 2004 and 2005.
The total market for baby foods grew at a slightly faster rate during 2004 and 2005 than in the two previous years, due partly to the increase in the birth rate and partly to manufacturer innovation, with new products such as ready-to-feed (RTF) milks and baby finger foods helping to add value.
Combined, baby meals and drinks accounted for 49.5% of the total baby food market in 2005, having lost share to the baby milks sector. The baby meals market has been largely convenience led — the increase in the number of working mothers who have young children means that there is generally less time to prepare home-cooked foods for babies. However, the Government's new recommendation to exclusively breastfeed babies for the first 6 months has had an effect on the market, as the age at which babies are first given solid foods is delayed. Despite this, the baby food market has maintained a reasonable rate of increase, helped by the development of added-value products and the growth of the organic baby meals sector.
The market for baby milk grew more quickly during 2004 and 2005 than during the previous 3 years, due in part to the introduction of products such as follow-on milks and RTF formats. The market has been helped by government advice to parents to delay the introduction of solid food until 6 months, and the RTF sector is expected to receive a boost following new advice on the preparation of formula milk, which warns against making up formula in advance and recommends the use of RTF products in circumstances in which it will be difficult to prepare formula when it is needed.
The baby finger foods sector, although small, is the most dynamic within the overall baby food market, having shown double-digit sales growth in every year between 2001 and 2005. Rusks and breadsticks still form the largest segment, but sales have been declining in the face of strong product innovation in other types of baby finger foods, including rice cakes and fruit bars.
Key Note forecasts a modest but steady level of growth between 2006 and 2010, with a stronger performance in the baby milks sector than in meals and drinks.
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