The Baby Food Sector in Austria, 2019
Summary
Austria is one of the richest countries in the world in terms of GDP per capita, ranking 13th in 2015, according to World Bank data, with an average of US$47,824 per capita. The number of births rose steadily up to 2016, but fell back in both 2017 and 2018 to 85,620 in the latter year. Living standards are generally high and, as Austria was one of the few countries to emerge relatively unscathed from the 2008 economic crisis, they have been maintained at a higher level than in most of Europe. As a result, baby food is affordable to most of the population and organic products are popular.
Despite an already high per capita consumption rate, sales have been buoyant, and continued to increase in 2017 and 2018 despite the fall in the number of babies born. Value sales rose by 36% from 2012 to 2018 to reach €144.4 million (US$149.2 million). Consumption increased by 16% across the same period, to 14,616 tons The market has been stimulated by manufacturers’ efforts to extend the period of commercial feeding into the toddler age group and by product innovation. Per capita consumption among babies aged 0-3 years has risen by nearly 5% to 56kg in 2018.
In value terms, sales of milks rose by 38% over the period to reach €75.5 million (US$88.4 million), while meals saw growth of 48%, resulting in sales of €51.1 million (US$59.8 million) in 2018. Baby milks account for just over half of all retail sales (52%), and meals for a further 35%. In volume terms, however, meals are dominant, claiming over 46% of total consumption. Baby milks and baby meals have outperformed the other categories, and as a result, both milks and meals have increased their share of sales in volume over the review period, while cereals and drinks have seen their shares decline.
Whilst grocery multiples have made inroads, they have not had the same impact on reducing the dominance of the drugstore/ pharmacy combination in Austria as in many other European countries. Baby foods are retailed primarily through drugmarkets/ drugstores and food outlets, with the former claiming over 70% of total baby food sales. Pharmacies play a limited role, having become increasingly marginalized by drugmarkets/drugstores.
The report "The Baby Food Sector in Austria, 2019", is an analytical report which provides extensive and highly detailed current and future market trends in the Austrian market.
The report offers -
Companies mentioned: Hipp GmbH & Co Export KG, Milupa GmbH (Danone),BWK GmbH,Nestlé Österreich GmbH, Maresi Austria GmbH
Scope
Reasons to buy
Summary
Austria is one of the richest countries in the world in terms of GDP per capita, ranking 13th in 2015, according to World Bank data, with an average of US$47,824 per capita. The number of births rose steadily up to 2016, but fell back in both 2017 and 2018 to 85,620 in the latter year. Living standards are generally high and, as Austria was one of the few countries to emerge relatively unscathed from the 2008 economic crisis, they have been maintained at a higher level than in most of Europe. As a result, baby food is affordable to most of the population and organic products are popular.
Despite an already high per capita consumption rate, sales have been buoyant, and continued to increase in 2017 and 2018 despite the fall in the number of babies born. Value sales rose by 36% from 2012 to 2018 to reach €144.4 million (US$149.2 million). Consumption increased by 16% across the same period, to 14,616 tons The market has been stimulated by manufacturers’ efforts to extend the period of commercial feeding into the toddler age group and by product innovation. Per capita consumption among babies aged 0-3 years has risen by nearly 5% to 56kg in 2018.
In value terms, sales of milks rose by 38% over the period to reach €75.5 million (US$88.4 million), while meals saw growth of 48%, resulting in sales of €51.1 million (US$59.8 million) in 2018. Baby milks account for just over half of all retail sales (52%), and meals for a further 35%. In volume terms, however, meals are dominant, claiming over 46% of total consumption. Baby milks and baby meals have outperformed the other categories, and as a result, both milks and meals have increased their share of sales in volume over the review period, while cereals and drinks have seen their shares decline.
Whilst grocery multiples have made inroads, they have not had the same impact on reducing the dominance of the drugstore/ pharmacy combination in Austria as in many other European countries. Baby foods are retailed primarily through drugmarkets/ drugstores and food outlets, with the former claiming over 70% of total baby food sales. Pharmacies play a limited role, having become increasingly marginalized by drugmarkets/drugstores.
The report "The Baby Food Sector in Austria, 2019", is an analytical report which provides extensive and highly detailed current and future market trends in the Austrian market.
The report offers -
- Consumption data based upon a unique combination of industry research, fieldwork, market sizing work and 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: Hipp GmbH & Co Export KG, Milupa GmbH (Danone),BWK GmbH,Nestlé Österreich GmbH, Maresi Austria GmbH
Scope
- The market has been stimulated by manufacturers’ efforts to extend the period of commercial feeding into the toddler age group and by product innovation. Per capita consumption among babies aged 0-3 years has risen by nearly 5% in 2018.
- Baby milks account for just over half of all retail sales, and meals for a further 35%. In volume terms, however, meals are dominant, claiming over 46% of total consumption.
- Baby milks and baby meals have outperformed the other categories, and as a result, both milks and meals have increased their share of sales in volume over the review period, while cereals and drinks have seen their shares decline.
- Baby foods are retailed primarily through drug markets/ drugstores and food outlets, with the former claiming over 70% of total baby food sales.
- The introduction of new packaging formats, including meals in re-closable plastic pots and pouches, may attract new consumers to the market, as these products are promoted as tasting better, preserving more nutrients, and as less harmful to the environment than jarred meals.
- Private consumption has grown at a robust pace despite rising inflation. Falling unemployment in the country has led to a rising consumer confidence. Household consumption expenditure grew by 2.2% in 2017.
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.
Table of Contents
- Introduction
- Executive Summary
- Definitions
- Background to the Market
- Birth
- The Consumer
- Socio-Demographic Trends
- Working Women
- Regulations
- Breastfeeding Trends
- Overview
- Sector Overview
- Manufacturers Shares
- Category Analysis
- Baby Milks
- Baby Cereals
- Baby Meals
- Baby Drinks
- Finger Foods
- Production and trade
- Production
- Imports
- Exports
- Company profiles
- Hipp GmbH & Co Export KG
- Milupa GmbH (Danone)
- BWK
- Nestlé Österreich GmbH
- Maresi Austria GmbH
- Distribution
- Baby Food Retailing
- Economic Background
- Key Macro-economic Forecasts
- Prospects and forecasts
- Birth & Population Projections
- Forecast Overview
- Consumer Attitude
- Appendix
List of Tables
Table 1: Birth & Population Trends, 2007-2018
Table 2: Number of Births by Region, 2012-2016
Table 3: Families with Children Under the Age of Three, 2011-2016
Table 4: Family Status, 1995-2017
Table 5: Live Births by Age Group of Mother, 2014 - 2016
Table 6: Number of Women of Childbearing Age by Age Group, 2014 & 2016
Table 7: Working Women, 2012-2017
Table 8: Women in Employment by Age, 2012
Table 9: Breastfeeding Rates by Age of Baby, 2006
Table 10: Breastfeeding Initiation by Socio-Demographic Factors, 2006
Table 11: Breastfeeding Duration by Socio-Demographic Factors, 2006
Table 12: Sector Size, 2018, & Growth Rates, 2012-2018
Table 13: Baby Food: Manufacturer Market Shares, Value, %, 2012-2018
Table 14: Baby Food: Manufacturer Shares by Category, %, 2018
Table 15: Baby Milks: Category Size, 2018
Table 16: Baby Milks: Category Growth, % 2012-2018
Table 17: Powdered Baby Milks: Brand Price Positioning Analysis, 2018
Table 18: Liquid Baby Milks: Brand Price Positioning Analysis, 2018
Table 19: Baby Milks: Manufacturer Shares, Value & Volume, %, 2012-2018
Table 20: Baby Cereals: Category Size, 2018
Table 21: Baby Cereals: Category Growth, % 2012-2018
Table 22: Baby Cereals: Market Segmentation, % Value, 2012-2018
Table 23: Baby Cereals: Brand Price Positioning Analysis, 2018
Table 24: Baby Cereals : Manufacturer Shares, Value & Volume, %, 2012-2018
Table 25: Baby Meals: Category Size, 2018
Table 26: Baby Meals: Category Growth, % 2012-2018
Table 27: Baby Meals: Brand Price Positioning Analysis, 2018
Table 28: Baby Meals: Manufacturer Shares, Value & Volume, %, 2012-2018
Table 29: Baby Drinks: Category Size, 2018
Table 30: Baby Drinks: Category Growth, % 2012-2018
Table 31: Baby Juices & Teas: Market Segmentation, Volume & Value, 2012-2018
Table 32: Baby Drinks: Brand Price Positioning, 2018
Table 33: Baby Juices: Manufacturer Shares, Value & Volume, %, 2012-2018
Table 34: Baby Teas: Manufacturer Shares, Value & Volume, %, 2012-2018
Table 35: Finger Foods: Brand Price Positioning, 2018
Table 36: Baby Food: Sales by Outlet Type, % Value, 2014-2018
Table 37: Key Macro-Economic Indicators, 2012-2018
Table 38: Key Macro-Economic Forecasts, 2018-2024
Table 39: Birth & Population Projections, 2012-2024
Table 40: Baby Population, Number of Babies (’000), 2007-2024
Table 41: Number of Women of Childbearing Age by Age Group, 2014-2020
Table 42: Baby Food: Market Value, Current Prices, 2012-2018
Table 43: Baby Food: Market Value, Constant Prices, 2012-2018
Table 44: Baby Food: Market Value, US$ Million, 2012-2018
Table 45: Baby Food: Market Volume, Tons, 2012-2018
Table 46: Baby Food: Per Capita Expenditure, Current Prices, 2012-2018
Table 47: Baby Food: Per Capita Expenditure, Constant Prices, 2012-2018
Table 48: Baby Food: Per Capita Expenditure, US$ Dollars Prices, 2012-2018
Table 49: Baby Food: Per Capita Consumption, Grams, 2012-2018
Table 50: Baby Milks: Category Segmentation, Value & Volume, 2012-2018
Table 51: Powder Baby Milks: Brand Price Analysis, 2018
Table 52: Liquid Baby Milks: Brand Price Analysis, 2018
Table 53: Imports of Baby Food by Category, Tons, 2012-2016
Table 54: Imports of Baby Food by Category, € ‘000, 2012-2016
Table 55: Baby Milks & Cereals: Imports by Country of Origin, 2014-2016
Table 56: Other Baby Food: Imports by Country of Origin, 2014-2016
Table 57: Exports of Baby Food by Category, Tons, 2012-2016
Table 58: Exports of Baby Food by Category, € `000, 2012-2016
Table 59: Baby Milks & Cereals: Exports by Country of Destination, 2014-2016
Table 60: Other Baby Food: Exports by Country of Destination, 2014-2016
Table 61: Baby Food: Market Value Forecasts, Current Prices, 2018-2024
Table 62: Baby Food: Market Value Forecasts, Constant Prices, 2018-2024
Table 63: Baby Food: Market Value Forecasts, US$ Million, 2018-2024
Table 64: Baby Food: Market Volume Forecasts, Tons, 2018-2024
Table 65: Baby Food: Per Capita Expenditure, Current Prices, 2018-2024
Table 66: Baby Food: Per Capita Expenditure, US$, 2018-2024
Table 67: Baby Food: Per Capita Consumption, Grams, 2018-2024
List of Figures
Figure 1: Baby Food: Sector Size, 2012-2018
Figure 2: Baby Food: Per Capita, 2012-2018
Figure 3: Baby Food: Sector Segmentation, 2018
Figure 4: Baby Food: Manufacturer Shares, Value %, 2018
Figure 5: Baby Food: Manufacturer Shares, Value %, 2018
Figure 6: Baby Food: Manufacturer Shares, Volume %, 2018
Figure 7: Baby Food: Manufacturer Shares by Category, % Value, 2018
Figure 8: Baby Milks: Category Trends, 2012-2018
Figure 9: Baby Milks: Per Capita Expenditure & Consumption, 2012-2018
Figure 10: Baby Milks: Per Capita Expenditure & Consumption by Age Group, 2012-2018
Figure 11: Baby Milks: Segmentation, Value and Volume, 2012-2018
Figure 12: Baby Cereals : Category Trends, 2012-2018
Figure 13: Baby Cereals : Per Capita Expenditure & Consumption, 2012-2018
Figure 14: Baby Meals : Category Trends, 2012-2018
Figure 15: Baby Meals : Per Capita Expenditure & Consumption, 2012-2018
Figure 16: Baby Drinks : Category Trends, 2012-2018
Figure 17: Baby Drinks : Per Capita Expenditure & Consumption, 2012-2018
Figure 18: Baby Food Sector Size, 2018-2024
Figure 19: Baby Food: Per Capita, 2018-2024
Figure 20: Baby Food: Sector Segmentation, 2024
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Hipp GmbH & Co Export KG
- Milupa GmbH (Danone)
- BWK GmbH
- Nestlé Österreich GmbH
- Maresi Austria GmbH
