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About this report
 
This report assesses and analyses the market for commercially-prepared baby foods and drinks in the UK, estimated to have grown by some 13% in terms of both value and volume between 1999 and 2004. While the UK birth rate has been in long-term decline, the trend went into sharp reverse in 2003 and projections have been revised upwards. Naturally, this provides a boost in demand for baby food.
 

 
The market is controlled by a handful of multinationals with global brands; however, the rising age of UK mothers has produced an increasingly sophisticated consumer base preoccupied with quality, and several suppliers of organic baby food have succeeded in carving out niches for themselves. Innovation and NPD continue at a high level in a highly competitive market in which average prices have been falling, due to intensive EDLP in the grocery multiples.
 

 
Using the latest consumer research, market size data and trend analysis, this report provides vital new insight into the current state of the sector and its prospects, covering market drivers, market segmentation, the supply structure, distribution, advertising and promotion, sales forecasts and a pan-European comparison.
 

 
Mintel’s findings offer you a unique means of tailoring your marketing to real demand, both tactically and strategically, helping you to avoid market pitfalls, to discover sector opportunities and to achieve the best possible results.
 

 
Please note that this report also forms part of Mintel’s Baby Food, Milk and Drinks in Europe title. Should you wish to order more than one market report form within this title, please contact Information Team to discuss potential multiple-purchase discounts.
 

 

Contents
 

 
Introduction and Abbreviations
 

 
Definitions
 
Consumer research
 
ACORN
 
Advertising data
 
Abbreviations
 
Executive Summary
 
Household and work patterns increase demand
 
Continual rise
 
Shifting sector composition
 
RTF dynamic sector
 
Large suppliers dominate
 
Multiples and Boots reign; focus below the line
 
Combination penetration strong
 
Quality assurance keeps outlook strong
 
Market Drivers
 

 
Live births
 
Figure 1: Number of live births in the UK, 1998-2007
 
Breastfeeding
 
Figure 2: UK breastfeeding rates, by age of child, 1980-2000
 
Children’s population
 
Figure 3: Population trends in children aged 0-4, by gender, 1999-2009
 
Older women as a different type of mother
 
Figure 4: Mean age of women at birth of children in England and Wales, 1990-2003
 
Working mothers – different needs
 
Trends in work patterns
 
Figure 5: Workforce in employment in the UK, by gender, 1999-2008
 
More to spend on care
 
Figure 6: PDI and consumer expenditure, at constant prices, 1999-2008
 
Children’s health and diet
 
Convenience and quality
 
Market Size and Trends
 
Figure 7: Total UK retail sales of baby food and drink, by volume and value, 1999-2004
 
Double impact of demographics and pricing
 
Convenience is the key driving factor
 
Organic strikes a chord
 
Figure 8: Total UK retail sales of organic baby food and drink, 1999-2004
 
The cost of children
 
Figure 9: Total UK retail sales of products for babies, by sector, 1999-2003
 
Market Segmentation
 
Figure 10: UK retail volume sales of baby food and drink, by product type, by volume, 2000-04
 
Figure 11: UK retail value sales of baby food and drink, by product type, by value, 2000-04
 
Figure 12: UK average retail price of baby food and drinks, by product type, 2000-04
 
Baby milks
 
Deflationary pressures at work
 
Figure 13: UK retail value sales of baby milks, by type, 2000-04
 
Growth stemming from RTF milks
 
Baby meals
 
Figure 14: UK retail value sales of baby meals, by type, 2000-04
 
Dry meals and cereals
 
Wet meals
 
Figure 15: UK retail value sales of wet baby meals, by type, 2000-04
 
Organic wet meals become mainstream
 
NPD moving the market forward
 
Finger foods
 
Figure 16: UK retail value sales of baby finger foods, by type, 2000-04
 
Biscuits and rice snacks gain popularity
 
NPD driving growth
 
Baby drinks
 
Figure 17: UK retail value sales of baby drinks, by type, 2000-04
 
The Supply Structure
 
Figure 18: Estimated manufacturer/brand shares in the UK baby food and drink market, by value, 2002 and 2004
 
Shares by sector
 
Figure 19: Estimated manufacturer/brand shares in the UK baby food and drink market, by sector, 2004
 
Company profiles
 
Heinz
 
SMA Nutrition
 
Nutricia UK
 
HiPP Nutrition UK
 
Organix Brands Plc
 
Boots
 
Others
 
New Product Development
 
September 2004
 
August 2004
 
July 2004
 
April 2004
 
February 2004
 
January 2004
 
Advertising and Promotion
 

 
Regulations draw the line
 
Figure 20: Monitored main media advertising expenditure on baby food and drink, 1999-2003
 
Figure 21: Monitored main media advertising expenditure on baby food and drink, by top spenders, 2004
 
Direct marketing
 
Building communities
 
Distribution
 
Figure 22: UK retail sales of baby food and drink, by type of outlet, 2000-04
 
Boots distinguishes while pharmacies falter
 
The Consumer
 

 
Pan-European overview
 
Figure 23: Penetration of baby foods and baby milk, by country, 2004
 
Relatively low penetration
 
Figure 24: Penetration of baby foods and baby milk, by country, 2004
 
Trends
 
Figure 25: GB trends in usage of baby foods and baby milk, 2002-04
 
Jars make up the bulk
 
Figure 26: GB types of baby food used, 2002-04
 
A feeding regime
 
Figure 27: Penetration and frequency of using baby foods, by age of child, 2004
 
Figure 28: Penetration and frequency of using baby milk, by age of child, 2004
 
Penetration and frequency of use
 
Main shoppers
 
Figure 29: Penetration and frequency of using baby foods, by gender and age, 2004
 
Figure 30: Penetration and frequency of using baby foods, by income, working status and household size, 2004
 
Parents/guardians with children under 2 years of age
 
Figure 31: Penetration and frequency of using baby foods, by gender and age, 2004
 
Income drives higher usage
 
Figure 32: Penetration and frequency of using baby foods, by income, working status and household size, 2004
 
Attitudes towards brands and media
 
Impact of children’s preference
 
Figure 33: Use of baby foods and baby milk, by importance of children’s preference, 2004
 
Brand attitudes
 
Figure 34: Use of baby foods and baby milk, by attitudes towards brands and purchasing decisions, 2004
 
Food content
 
Figure 35: Use of baby foods and baby milk, by attitudes towards food content, 2004
 
Attitudes towards time and convenience when cooking
 
Figure 36: Use of baby foods and baby milk, by attitudes towards time and convenience when cooking, 2004
 
Food costs
 
Figure 37: Use of baby foods and baby milk, by attitudes towards cost of food, 2004
 
Media usage
 
Figure 38: Use of baby foods and baby milk, by attitudes towards media usage, 2004
 
The Future
 

 
Father knows
 
Snacks sector dynamic
 
Organic sits in place
 
Baby milk sales resilient
 
Forecast
 
Figure 49: Forecast of the value sales of baby food and drink, by sector, 2004-09
 
Figure 50: Forecast percentage change of baby food and drink, by sector, 2005-09
 
Milk and baby meals still dominate the market share
 
Finger foods will show the fastest growth
 
High sugar content affects sales of baby drinks
 
Figure 51: Forecast of the volume sales of baby food and drink, 2004-09
 
Factors used in the forecast