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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.

Executive Summary
1. Introduction
BACKGROUND
DEFINITION
Baby Milks
Standard Infant Formulas
Follow-On Milks
Soya Formulas
Baby Meals
Baby Drinks
Baby Finger Foods and Rusks

2. Strategic Overview
MARKET BACKGROUND
Demographic and Social Factors
Table 1: Total Births in the UK (000 and births per 1,000 population), 1981-2004
Table 2: The Number of Children Aged 0 to 2 Years in the UK (000), 2004-2006†
Table 3: General and Total Fertility Rates in England and Wales, 1992 and 1998-2004
Table 4: Mean Age of Mother by Birth Order in England and Wales (years), 1994-2004
Table 5: Average Age of Mother at First Childbirth in England and Wales (years), 1971-2004
Table 6: Employment Status of Couple Families with Youngest Child Aged 0 to 4 Years by Family Type (%), Spring 2004
MARKET DYNAMICS AND SEGMENTATION
Table 7: The UK Baby Food Market by Sector by Value (£m at rsp), 2001-2005
Table 8: The UK Baby Food Market by Sector Share by Value (%), 2001-2005
Figure 1: The UK Baby Food Market by Sector Share by Value (%), 2001-2005
DISTRIBUTION
The Growth of Organic Foods
COMPETITIVE STRUCTURE
ADVERTISING AND PROMOTION
Main Media Advertising
Table 9: Main Media Advertising Expenditure on Baby Milk and Baby Food (£000), Years Ending June 2005 and 2006
Below-the-Line Advertising
Baby Clubs
Sampling
Television Programmes
THE CONSUMER
Table 10: Parents, Prospective Parents and Purchasers of Baby Milks and/or Baby Foods (% of respondents), 2006
Table 11: Demographic Profiles of Parents, Prospective Parents and Purchasers of Baby Milk/Baby Food (% of respondents), 2006
Table 12: Demographic Profiles of Parents of Children Under 5 (% of respondents), 2006
Table 13: Demographic Profiles of Prospective Parents and Others Who Purchase Baby Milk and/or Baby Food (% of respondents), 2006
MARKET FORECASTS
Table 14: The Forecast UK Baby Food Market by Sector by Value (£m at rsp), 2006-2010

3. Baby Milks
BACKGROUND
MARKET SIZE
Table 15: The UK Baby Milks Market by Value (£m at rsp), 2001-2005
Standard Infant Formulas
Follow-On Milks
Soya Formulas
Table 16: The UK Baby Milks Market by Sector by Value (£m at rsp), 2001-2005
Table 17: The Ready-to-Feed Baby Milks Market by Value (£m at rsp and %), 2001-2005
THE CONSUMER
Table 18: Estimated Incidence of Breastfeeding Standardised by the Composition of the Sample by Country† (% who initially breastfed), 1985, 1990, 1995, 2000 and 2005
Table 19: Incidence of Breastfeeding in the UK by Mother's Age (% who initially breastfed), 2000 and 2005
Table 20: Incidence of Breastfeeding in the UK by Mother's Socio-Economic Classification (% who initially breastfed), 2000 and 2005
Table 21: Prevalence of Breastfeeding in the UK by Age of Baby (% of all mothers†), 1995 and 2000
Table 22: Incidence of Breastfeeding in the UK by Birth Order (% who initially breastfed), 2000 and 2005
Table 23: Frequency of Usage of Baby Milks (% of adults and of adults with children under 5 years), 2005
Table 24: Attitudes Towards Baby Milk (% of respondents), 2006
RECENT DEVELOPMENTS
Government Advice
Product Recalls
ADVERTISING AND PROMOTION
Table 25: Main Media Advertising Expenditure on Baby Milks (£000), Years Ending June 2005 and 2006

4. Baby Meals and Drinks
BACKGROUND
Table 26: Age of Introduction of Solid Foods in the UK (%), 1995 and 2000
MARKET SIZE
Table 27: The UK Baby Meals and Drinks Market by Value (£m at rsp), 2001-2005
Baby Meals
Table 28: The UK Baby Meals Market by Sector by Value (£m at rsp), 2001-2005
Table 29: The UK Wet Baby Meals Market by Sector by Value (£m at rsp and %), 2003 and 2005
Baby Drinks
Table 30: The UK Baby Drinks Market by Value (£m at rsp), 2001-2005
Table 31: The UK Baby Drinks Market by Sector by Value (£m at rsp and %), 2003 and 2005
THE CONSUMER
Table 32: Baby Food Used Most Often by Type of Packaging (% of adults, and of adults with children under 5 years), 2005
Table 33: Attitudes Towards Baby Meals (% of respondents), 2006
RECENT DEVELOPMENTS
Semicarbazide
Product Recalls
New Product Development

5. Baby Finger Foods
BACKGROUND
MARKET SIZE
Table 34: The UK Baby Finger Foods Market by Value (£m at rsp), 2001-2005
Table 35: The UK Baby Finger Foods Market by Sector by Value (£m at rsp and %), 2003 and 2005
THE CONSUMER
Table 36: Frequency of Usage of Baby or Junior Foods, Cereals and Rusks (% of adults, and those with children under 5 years), 2005
Table 37: Attitudes Towards Baby Finger Foods (% of respondents), 2006
RECENT DEVELOPMENTS
New Products
Product Recall

6. An International Perspective
POPULATION TRENDS
Table 38: Birth Rates† in Selected Developed Countries, 1971-1975 and 2004
Europe

7. PEST Analysis
POLITICAL FACTORS
ECONOMIC FACTORS
SOCIAL FACTORS
TECHNOLOGICAL FACTORS

8. Consumer Dynamics
INTRODUCTION
Table 39: Summary of Attitudes Towards Baby Milk and Baby Food (% of respondents), 2006
BABY MILKS
``Manufactured Baby Milks Should be as Near as Possible to Natural Breast Milk`` and ``Babies Should be Breastfed for At Least 6 Months if Possible``
Table 40: Attitudes Towards the Formulation of Manufactured Baby Milks and Breastfeeding (% of respondents), 2006
``Parents are Influenced Most by Midwives and/or Health Visitors When Deciding Which Kinds of Baby Milk to Buy`` and ``Parents are Influenced Most by Friends and/or Family When Deciding Which Kinds of Baby Milk to Buy``
Table 41: Influences on Parents' Choice of Baby Milk (% of respondents), 2006
BABY MEALS
``Prepared Baby Meals Make Life Much Easier for Busy Parents`` and ``It is Better for Parents to Prepare Their Own Food for a Baby Rather Than Buying Ready-Made Meals From a Supermarket``
Table 42: Manufactured versus Home-Made Baby Meals (% of respondents), 2006
``Babies Should get Used to Eating Adult Foods as Early as Possible`` and ``Many Baby Foods Taste Too Bland``
Table 43: Attitudes Towards the Taste of Baby Foods (% of respondents), 2006
``I Would Rather Buy Baby Food from a Manufacturer I Have Heard of than from a New Company``
``Organic Food is the Best Type of Food for Babies``
Table 44: Attitudes Towards Baby Food Manufacturers, and Organic Baby Foods (% of respondents), 2006
``Wet Baby Meals in Jars Tend to be Better Quality than Dried Rehydrated Meals``
Table 45: Attitudes Towards Baby Food in Jars (% of respondents), 2006
FINGER FOODS
``Baby Finger Foods Such as Rusks and Baby Biscuits are more Nutritious than Adult Biscuits and Snacks``
Table 46: Attitudes Towards Baby Finger Foods versus Adult Biscuits and Snacks (% of respondents), 2006
``Baby Finger Foods such as Rusks and Baby Biscuits Contain Too Much Sugar`` and ``It is Better to Give Babies Savoury Finger Foods than Sweet Ones``
Table 47: Attitudes Towards Sugar Levels in Baby Finger Foods, and Savoury versus Sweet Finger Foods (% of respondents), 2006

9. Company Profiles
H.J. HEINZ COMPANY LTD
Corporate Strategy
Advertising
Profitability
Table 48: Financial Results for H.J. Heinz Company Ltd (£000), Years Ending 30th April 2003 and 2004 and 27th April 2005
Recent and Future Developments
HIPP ORGANIC
Corporate Strategy
Baby Milks
Meals and Drinks
Finger Foods
Advertising
Profitability
Recent and Future Developments
NUTRICIA BABY CARE
Corporate Strategy
Cow & Gate
Milupa
Advertising
Profitability
Table 49: Financial Results for Nutricia Ltd (£000), Years Ending 31st December 2003-2005
Recent and Future Developments
ORGANIX BRANDS LTD
Corporate Strategy
Advertising
Profitability
Table 50: Financial Results for Organix Brands Ltd (£000), Years Ending 30th June 2003-2005
Recent and Future Developments
SMA NUTRITION
Corporate Strategy
Advertising
Profitability
Table 51: Financial Results for John Wyeth & Brother Ltd (£000), Years Ending 31st December 2002-2004
Recent and Future Developments

10. The Future
DEMOGRAPHIC TRENDS
Table 52: Forecast Number of Children in the UK Aged 0 to 2 Years (000), 2007-2011
Table 53: Assumed Mid-Year to Mid-Year Total Fertility Rates in the UK†, 2004/2005-2009/2010
The Consumer
MARKET FORECASTS
Table 54: The Forecast UK Baby Food Market by Sector by Value (£m at rsp), 2006-2010
Figure 2: The Forecast UK Baby Food Market by Value (£m at rsp), 2001-2010

11. Consumer Confidence
METHODOLOGY
KEY FINDINGS THIS QUARTER
THE WILLINGNESS TO BORROW
Confidence Rebounds
Table A: The Average Amount Consumers Are Willing to Borrow in Order to Purchase Expensive Items at Current and Constant November 2004 Prices (£ and £bn), August 2005-2006
Fewer Adults Wish to Borrow
Table B: The Number of Adults Willing to Borrow in Order to Purchase Expensive Items (000 and %), August 2005-2006
SPENDING FROM SAVINGS
Strong Recovery in Spending from Savings
Table C: The Average Amount Consumers Are Willing to Spend from Savings in Order to Purchase Expensive Items at Current and Constant November 2004 Prices (£ and £bn), August 2005-2006
Savings Grow in Relative Importance
Table D: The Average Amounts Adults Are Confident Spending to Purchase Expensive Items (£ and %), August 2005-2006

12. Further Sources
Association
General Sources
Government Sources
Other Sources