The Baby Food Market in Italy 2017

  • ID: 4318303
  • Report
  • Region: Italy
  • 153 pages
  • GlobalData
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FEATURED COMPANIES

  • Danone
  • Granarolo SpA
  • Heinz Italia SpA
  • Hipp Italia srl
  • Humana Italia SpA
  • Nestlé Italia SpA
  • MORE
The Baby Food Market in Italy 2017

Summary

In 2016, provisional statistics indicate only 474,000 births, 15.4% fewer than in 2006. Although a relatively wealthy country, ranked 29th in the world in 2015, it has struggled in recent years to maintain the standard of living it achieved in the 1990s. The highest standards of living remain in the North of Italy, although the centre is now not far behind. Italians place great emphasis on the quality of food and it is this that influences their purchases, rather than price alone.

Market has been contracting for the past six years and by 2016 stood at 60,989 tons, with value falling to €621 million (current prices), down by 10.6% since 2010. This was due to enforced price decreases in the milks sector and lower prices in real terms in all other sectors of the market, a result of competition between the leading brands, and manufacturers' efforts to stimulate sales. In real terms, value sales have fallen by 17.2% since 2010. Per capita consumption is high at 128.7kg, largely due to the unusually high volumes of wet meals and finger foods consumed.

Unusually, wet meals are the largest category in both volume and value terms, accounting for 49% of consumption and 41.5% of retail sales. Its share has increased, primarily at the expense of dry products and traditional products within the finger food sector. Milks accounted for 29% of retail sales in 2016, up from 28% in 2010. Consumption remains low, due to high prices and an increase in breastfeeding rates. Finger foods claimed 17% of retail sales and 23% of consumption, with rusks often used crumbled as a weaning food. Cereals, dry food, pasta, and drinks together accounted for only 12% of retail sales.

Grocery stores account for the majority of value sales, at 84% in 2016, a share that has been steadily rising since 2010, largely due to the convenience and lower prices often offered by the grocery sector. Distribution trends vary, however, according to product, with first-stage and special dietary baby milks continuing to do relatively well through pharmacy outlets, sanitarie and outlets specializing in children's products, although even here pharmacies are losing ground. Grocery stores are more successful in the sale of post-weaning foods, such as third-stage milks, wet meals, drinks, and finger foods.

Market is dominated by the multinationals Heinz and Danone with a combined 79.5% of value sales and 84% of volume sales in 2016. The only other player of significance, Nestlé, is well behind the leaders, with just 7%. Heinz continues to lead the market, mainly with its Plasmon brand, although it has come under increasing pressure from Danone. Heinz leads in the meals, drinks, and finger foods sectors, while Danone leads in milks and cereals. Other multinationals active on the market include Humana and Hipp, while local brands include the Neolatte milk brand, distributed by Unifarm.

Demand is expected to continue to fall, largely due to the forecast decline in the number of births, and slow economic progress. Between 2016 and 2022 consumption is predicted to decline by 7%, to 56,743 tons, with value growth of 6%, raising retail sales to €655 million in 2022. Per capita consumption is forecast to expand by only 2.3%, to 131.7kg, with the meals & others sector accounting for the majority of intake per baby. Consumption of baby milks, which remains notoriously low in Italy, is expected to continue to increase, to 15.9kg per capita. Meals will achieve the highest increase.

The report "The Baby Food Market in Italy 2017" provides extensive and highly detailed current and future market trends in the Italian market.

In particular, this report provides the following analysis:
  • Consumption data based upon a unique combination of industry research, fieldwork, market sizing work and our in-house expertise to offer extensive data about the trends and dynamics affecting the industry.
  • Detailed profile of the companies operating and new companies considering entry in the industry along with their key focus product sectors.
  • Market profile of the various product sectors with the key features & developments, segmentation, per capita trends and the various manufacturers & brands.
  • Overview of baby food retailing with a mention of the major retailers in the country along with the distribution channel.
  • Future projections considering various trends which are likely to affect the industry.
Companies mentioned in this report: Heinz Italia SpA, Danone, Nestlé Italia SpA, Humana Italia SpA, Unifarm SpA, Hipp Italia srl, A Menarini Industrie Farmaceutiche Riunite srl, Granarolo SpA.

Scope
  • Italy's baby population (aged 0-3 years) has declined steadily since a recent peak of just over million babies in 2009. By 2016, the total had dropped to million, a fall of 12.8% compared with 2006.
  • The market for baby food stood at tons in 2016, representing a 12.8% decrease over 2010 adversely affected by the fall in the number of births, as well as by the poor economic situation.
  • Wet meals are the largest category in both volume and value terms, accounting for 49% of consumption and 41.5% of retail sales.
  • All of the leading market players are involved in the local production of baby food. The market is dominated by the multinationals Heinz and Danone with a combined 79.5% of value sales and 83.8% of volume sales in 2016.
  • Vegetable-based and sweet meals account for the vast majority of exports, with milks & cereals accounting for just 5% in 2015.
  • Grocery stores account for the majority of value sales, at 84% in 2016, a share that has been steadily rising since 2010, largely due to the convenience and lower prices often offered by the grocery sector.
Reasons to buy
  • Evaluate important changes in consumer behavior and identify profitable markets and areas for product innovation.
  • Analyse current and forecast behavior trends in each category to identify the best opportunities to exploit.
  • Detailed understanding of consumption by individual product categories in order to align your sales and marketing efforts with the latest trends in the market.
  • Investigates which categories are performing the best and how this is changing market dynamics.
READ MORE
Note: Product cover images may vary from those shown
2 of 4

FEATURED COMPANIES

  • Danone
  • Granarolo SpA
  • Heinz Italia SpA
  • Hipp Italia srl
  • Humana Italia SpA
  • Nestlé Italia SpA
  • MORE
Introduction
Executive Summary
Definations
Background to the Market
Birth: Live Birth Rates
Birth: Live Births by Region
Birth: Measures to Boost the Birth Rate
The Consumer
Socio-Demographic Trends
Working Women
Regulations
Breastfeeding Trends
Market Overview
Key Features and Developments
Market Overview
Manufacturers shares
The Future
Sector Analysis
Baby Milks
Baby Cereals
Baby Meals
Baby Drinks
Baby Finger Foods
Production and trade
Production
Imports
Exports
Company profiles
Introduction
Heinz Italia SpA
Danone
Nestlé Italia SpA
Humana Italia SpA
Other Manufacturers
Distribution
Retail Structure
Baby Food Retailing
Economic background
Economic Background
Key Macro-economic Forecasts
Prospects and forecasts
Birth And Population Projections
Forecast Overview
Future Trends
Appendix
Additional Data Tables
Summary Methodology
About

List of Tables
Table 1: Birth & Population Trends, 2006-2016
Table 2: Birth Rate by Area, 2011-2015
Table 3: Birth Rate by Region, 2011-2015
Table 4: Households Not Living in Poverty, 2010-2013
Table 5: Baby Food Sales, by Geographical Region, 2010
Table 6: Marriage, Divorce & Childbearing Trends, 1991-2015
Table 7: Age of Mother at Birth of Baby, 2010-2015
Table 8: Female Employment Trends, 2010-2016
Table 9: Female Employment Rates by Age Group, 2009
Table 10: Breastfeeding Trends by Region, 2000, 2005 & 2013
Table 11: Breastfeeding Rates on Leaving Hospital, by Region, 2013
Table 12: Prevalence in Breastfeeding in Emilia-Romagna, 1999-2011
Table 13: Breastfeeding in Emilia-Romagna, by Nationality of Mother, 2011
Table 14: Breastfeeding in Lombardy, 2006 & 2012
Table 15: Average Length of Breastfeeding by Region, 2000, 2005 & 2013
Table 16: Market Size, 2016, & Growth Rates, 2010-2016
Table 17: Baby Food: Manufacturer Market Share Trends, % Value, 2010-2016
Table 18: Baby Food: Manufacturer Shares by Sector, %, 2016
Table 19: Projected Market Size, 2022, & Growth Rates, 2016-2022
Table 20: Baby Food: Manufacturer Market Share Trends, % Value, 2010-2016
Table 21: Powdered Baby Milks: Brand Price Analysis, 2017
Table 22: Liquid Baby Milks: Brand Price Analysis, 2017
Table 22: Baby Milks: Manufacturer Market Shares, Value and Volume, 2010-2016
Table 23: Baby Cereals: Price Positioning, 2017
Table 24: Baby Cereals: Manufacturer Market Shares, Value and Volume, 2010-2016
Table 25: Savory Wet Meals: Price Positioning, 2017
Table 26: Sweet Wet Meals: Price Positioning, 2017
Table 27: Dry Meals & Pasta: Price Positioning, 2017
Table 27: Baby Meals: Manufacturer Market Shares, Value and Volume, 2010-2016
Table 28: Baby Meals: Manufacturer Market Shares by Segment, Value, 2016
Table 29: Baby Drinks: Price Positioning, 2017
Table 30: Baby Drinks: Manufacturer Market Shares, Value and Volume, 2010-2016
Table 31: Finger Foods: Price Positioning, 2017
Table 32: Finger Food: Manufacturer Shares, 2010-2016
Table 33: Packaged Food Sales by Channel, € Billion, 2010-2016
Table 34: Baby Food: Sales by Outlet Type, 2010-2016
Table 35: Baby Milks: Sales by Outlet Type, % Value, 2001 & 2005
Table 36: Baby Food Sales, by Type of Food Outlet, 2010
Table 37: Pharmacy Sales, by Type of Baby Food, 2011/2012
Table 38: Economic Indicators, 2010-2016
Table 39: Key Macro-Economic Forecasts, 2016-2022
Table 40: Birth & Population Projections, 2010-2022
Table 41: Baby Population, Number of Babies, 2006-2022
Table 42: Baby Food: Market Value, Current Prices, 2010-2016
Table 43: Baby Food: Market Value, Constant Prices, 2010-2016
Table 44: Baby Food: Market Value, US$ Million, 2010-2016
Table 45: Baby Food: Market Volume, Tons, 2010-2016
Table 46: Baby Food: Per Capita Expenditure, Current Prices, 2010-2016
Table 47: Baby Food: Per Capita Expenditure, Constant Prices, 2010-2016
Table 48: Baby Food: Per Capita Expenditure, US$ Dollars Prices, 2010-2016
Table 49: Baby Food: Per Capita Consumption, Grams, 2010-2016
Table 50: Baby Milks: Sector Trends, 2010-2016
Table 51: Baby Milks: Sector Segmentation, Value & Volume, 2010-2016
Table 52: Baby Milks Powder: Brand Price Analysis, 2017
Table 53: Baby Milks - Liquid: Brand Price Analysis, 2017
Table 54: Baby Cereals: Sector Trends, 2010-2016
Table 55: Baby Wet Meals: Sector Trends, 2010-2016
Table 56: Baby Meals: Sector Segmentation, Value and Volume, %, 2010-2016
Table 57: Baby Drinks: Sector Trends, 2010-2016
Table 58: Baby Finger Foods: Sector Trends, 2010-2016
Table 59: Imports of Baby Food by Type, Volume & Value, 2010-2015
Table 60: Imports of Milks & Cereals by Country of Origin, Volume & Value, 2013-2015
Table 61: Imports of Other Baby Food by Country of Origin, Volume & Value, 2013-2015
Table 62: Exports of Baby Food by Type, Volume & Value, 2010-2015
Table 63: Exports of Milks & Cereals by Country of Destination, Volume & Value, 2013-2015
Table 64: Exports of Other Baby Food by Country of Destination, Volume & Value, 2013-2015
Table 65: Baby Food: Market Value Forecasts, Current Prices, 2016-2022
Table 66: Baby Food: Market Value Forecasts, Constant Prices, 2016-2022
Table 67: Baby Food: Market Value Forecasts, US$ Million, 2016-2022
Table 68: Baby Food: Market Volume Forecasts, Tons, 2016-2022
Table 69: Baby Food: Per Capita Expenditure, Current Prices, 2016-2022
Table 70: Baby Food: Per Capita Expenditure, Constant Prices, 2016-2022
Table 71: Baby Food: Per Capita Expenditure, US$ Dollars, 2016-2022
Table 72: Baby Food: Per Capita Consumption, Grams, 2016-2022

List of Figures
Figure 1: Baby Food: Market Size, 2010-2016
Figure 2: Baby Food: Market Segmentation, 2016
Figure 3: Baby Food: Per Capita, 2010-2016
Figure 4: Baby Food: Manufacturer Shares, Value, 2016
Figure 5: Baby Food: Manufacturer Shares by Sector, % Value, 2016
Figure 6: Baby Milks: Sector Trends, 2010-2016
Figure 7: Baby Milks: Per Capita Expenditure & Consumption, 2010-2016
Figure 8: Baby Milks: Sector Segmentation, Value and Volume, 2010-2016
Figure 9: Baby Cereals: Sector Trends, 2010-2016
Figure 10: Baby Cereals: Per Capita Expenditure & Consumption, 2010-2016
Figure 11: Baby Meals: Sector Trends, 2010-2016
Figure 12: Baby Meals: Per Capita Expenditure & Consumption, 2010-2016
Figure 13: Baby Meals: Sector Segmentation, Value and Volume, 2010-2016
Figure 14: Baby Drinks: Sector Trends, 2010-2016
Figure 15: Baby Drinks : Per Capita Expenditure & Consumption, 2010-2016
Figure 16: Baby Finger Foods: Sector Trends, 2010-2016
Figure 17: Baby Finger Foods: Per Capita Expenditure & Consumption, 2010-2016
Figure 18: Milks & Cereals: Country of Origin, Top Five, % Volume, 2015
Figure 19: Milks & Cereals: Country of Destination, Top Five, % Volume, 2015
Figure 20: Baby Food: Manufacturer Shares, Value , 2016
Figure 21 Baby Food: Manufacturer Shares, Volume , 2016
Figure 22: Baby Food: Market Size, 2016-2022
Figure 23: Baby Food: Market Segmentation, 2022
Figure 24: Baby Food: Per Capita, 2016-
Note: Product cover images may vary from those shown
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  • Heinz Italia SpA
  • Danone
  • Nestlé Italia SpA
  • Humana Italia SpA
  • Unifarm SpA
  • Hipp Italia srl
  • A Menarini Industrie Farmaceutiche Riunite srl
  • Granarolo SpA
Note: Product cover images may vary from those shown
5 of 4
Note: Product cover images may vary from those shown
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