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Market Research Report

The Baby Food Sector in the US, 2019

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The Baby Food Sector in the US, 2019
Published: February 28, 2019 Content info: 163 Pages
Description

Living standards in the US are among the highest in the world. The country ranks 11th in the IMF's world listing of GDP per capita, and after a period of recession, over the last three years or so consumer confidence has increased. However, many parents have put off raising children, and the number of births has fallen unremittingly to 3.8 million in 2018. Growing demand for organic and non-GMO products indicates that many parents who have sufficient income are prepared to spend it on food they perceive as more beneficial for their babies. The infant formula market is distorted by the Federal WIC program.

In 2018, sales of baby food amounted to US$6.9 billion, a level more or less unchanged over the past three years. In volume terms, consumption has fallen by 11% from 2012 to 2018, partly as a result of a lower number of births, and, in the case of baby milks, also due to higher levels of breastfeeding. On the other hand, growth in newer segments, particularly pouches, snacks, and toddler milks, has prevented even more serious declines. Consumption per baby aged 0-3 years old stood at 34.3kg in 2018, 8.7% down on 2012.

Milks account for almost three-quarters of the value of retail sales, and wet meals for 23%. The share of milks has declined over the last six years, as consumption has fallen and prices remained fairly stable in real terms, due to the swing towards toddler milks, with typically lower unit prices than first-stage milks. Conversely, wet meals have taken a larger share of spending (22.7% in 2018, compared with 18.3% in 2012), mainly due to the trend towards more expensive organic and pouch products.

The US is a major producer of baby milks, due largely to the strong presence of Abbott and Mead Johnson. Perrigo produces store brand infant formulas for the world's leading retailers. Nestle manufactures its Gerber infant formula range locally, as well as a broad range of other types of baby food. Hero and Campbell Soup also manufacture in the US.

Supermarkets dominate sales of baby food, accounting for some two-thirds of infant formula sales and 60% of other baby food. However, supermarkets are losing share to less traditional discounting outlets, such as mass merchandisers and warehouse stores. Drugstores have lost ground in milks over the past two years. The increase in interest in organic baby food has led to an increase in the share taken by natural food retailers. Online purchases of baby food are increasing but remain low, although half of mothers have bought formula via the internet on some occasion.

In 2018, Abbott pulled further ahead of Mead Johnson in the milks category, gaining a share of over 42%, compared with Mead Johnson's 38%. These two companies are well ahead of Nestle (Gerber), which claimed 13% in value. In terms of the total market, all three leading companies remain closely bunched, with shares of between 25% and 31% each.

The report "The Baby Food Sector in the US, 2019", provides extensive and highly detailed current and future market trends in the US market.

The report offers

  • 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: Abbott Nutrition, Mead Johnson Nutritionals, Gerber Products Co - Nestle Infant Nutrition, Beech Nut Nutrition Corp (Hero), Plum Organics (Campbell Soup Company). The Hain Celestial Group Inc.,Happy Family Group (Danone), Perrigo Company Plc.

Scope

  • In 2018, sales of baby food amounted to US$ 6.9 billion, a level more or less unchanged over the past three years.
  • Living standards in the US are among the highest in the world. However, many parents have put off raising children, and the number of births has fallen unremittingly to 3.8 million in 2018.
  • Milks account for almost three-quarters of the value of retail sales, and wet meals for 23%.
  • Conversely, wet meals have taken a larger share of spending (22.7 % in 2018, compared with 18.3% in 2012), mainly due to the trend towards more expensive organic and pouch products.
  • Cereals/finger foods and drinks account for only 3.8% of overall sales, and growth here has come mainly from snacks.
  • Supermarkets dominate sales of baby food, accounting for some two-thirds of infant formula sales and 60% of other baby food.

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
Product Code: BF247MR

Table of Contents

  • Introduction
    • Executive Summary
    • Definitions
  • Background to the Market
    • Birth
    • The Consumer
    • Socio-Demographic Trends
    • Working Women
    • Regulations
    • Breastfeeding Trends
    • Overview
    • Overview
    • Manufacturers Shares
  • Category Analysis
    • Baby Milks
    • Baby Cereals
    • Baby Meals
    • Baby Drinks
  • Production & Trade
    • Production
    • Imports
    • Exports
  • Company profiles
    • Abbott Nutrition
    • Mead Johnson Nutritionals
    • Gerber Products Co - Nestle Infant Nutrition
    • Beech-Nut Nutrition Corp (Hero)
    • Plum Organics (Campbell Soup Company)
    • The Hain Celestial Group Inc.
    • Happy Family Group (Danone)
    • Perrigo Company Plc.
  • Distribution
    • Baby Food Retailing
    • Economic Background
    • Key Macroeconomic Forecasts
  • Prospects and forecasts
    • Birth & Population Projections
    • Forecast Overview
    • Consumer Attitude
  • Appendix
    • Additional Data Tables
    • Summary Methodology
    • About GlobalData

List of Tables

  • Table 1: Live Birth & Population Trends, 2008-2018
  • Table 2: Births & Birth Rates by Ethnic Origin, 2000-2017
  • Table 3: Births by State, 2012-2017
  • Table 4: Births by Age of Mother, 2013-2017
  • Table 5: Number of Women of Childbearing Age, 2010 & 2016
  • Table 6: Working Mothers, by Ethnic Origin, 2016
  • Table 7: Female Employment Trends, 2011-2018
  • Table 8: Breastfeeding Targets by 2020
  • Table 9: Breastfeeding Rates, 1990-2015
  • Table 10: Breastfeeding Rates by State, 2015
  • Table 11: Breastfeeding Rates by Demographic Characteristics, %, at Birth, 2003-2015, and at Six Months, 1996-2015
  • Table 12: Breastfeeding Rates by Demographic Characteristics, at 12 months and Exclusively, 2015
  • Table 13: Summary of Breastfeeding Legislation by State, 2018
  • Table 14: Sector Size, 2018, & Growth Rates, 2012-2018
  • Table 15: Baby Food: Manufacturer Shares, Value, %, 2012-2018
  • Table 16: Baby Food: Manufacturer Shares by Sector, %, 2018
  • Table 17: Baby Milks: Category Size, 2018
  • Table 18: Baby Milks: Category Growth, % 2012-2018
  • Table 19: Infant Formula: Trends in Sector Segmentation, 2012-2017
  • Table 20: Infant Formula: Sector Segmentation, 2015
  • Table 21: Baby Milks: Segmentation, Value, % 2012-2017
  • Table 22: Powdered Baby Milks: Brand Price Positioning Analysis, 2018
  • Table 23: Baby Milks: Brand Price Positioning Analysis, Liquid, 2018
  • Table 24: Baby Milks: Manufacturer Shares, Value & Volume, %, 2012-2018
  • Table 25: Baby Milks: Manufacturer Shares by Segment, % Value, 2013-2015
  • Table 26: Powdered Formula: Leading Brands, % Value, 2010-2015
  • Table 27: Powdered Formula: Leading Brands, % Volume, 2010-2015
  • Table 28: Liquid Formula: Leading Brands, 2012-2015
  • Table 29: Liquid Concentrate: Leading Brands, 2013 & 2014
  • Table 30: Baby Cereals: Category Size, 2018
  • Table 31: Baby Cereals: Category Growth, % 2012-2018
  • Table 32: Baby Cereals & Finger Foods: Segmentation, % Value, 2012-2017
  • Table 33: Baby Cereals: Brand Price Positioning Analysis, 2018
  • Table 34: Baby Finger Foods: Brand Price Positioning Analysis, 2018
  • Table 35: Baby Cereals: Manufacturer/Brand Shares, %, 2012-2018
  • Table 36: Baby Wet Meals: Category Size, 2018
  • Table 37: Baby Wet Meals: Category Growth, % 2012-2018
  • Table 38: Baby Wet Meals: Brand Price Positioning Analysis, 2018
  • Table 39: Wet Baby Meals: Manufacturer Shares, Value & Volume, %, 2012-2018
  • Table 40: Baby Drinks: Category Size, 2018
  • Table 41: Baby Drinks: Category Growth, % 2012-2018
  • Table 42: Baby Drinks: Retail Prices by Manufacturer, Brand and Product, 2018
  • Table 43: Baby Drinks: Brand Shares, % Value, 2012-2018
  • Table 44: Infant Formula Sales by Outlet Type, % Value, 2011-2017
  • Table 45: Frequency of Infant Formula Purchase, 2008 & 2014
  • Table 46: Other Baby Food Sales by Outlet Type, %, 2012-2017
  • Table 47: Online vs. In-store Purchases, 2014
  • Table 48: In-store Promotion of Baby & Toddler Food by Type, 2015
  • Table 49: Economic Indicators, 2012-2018
  • Table 50: Key Macro-Economic Forecasts, 2018-2024
  • Table 51: Birth & Population Projections, 2008-2024
  • Table 52: Baby Food: Category Growth, 2018-2024
  • Table 53: Baby Population, Number of Babies ('000), 2008-2024
  • Table 54: Baby Food: Sector Value, Current Prices, 2012-2018
  • Table 55: Baby Food: Sector Value, Constant Prices, 2012-2018
  • Table 56: Baby Food: Sector Volume, '000 Tons, 2012-2018
  • Table 57: Baby Food: Per Capita Expenditure, Current Prices, 2012-2018
  • Table 58: Baby Food: Per Capita Expenditure, Constant Prices, 2012-2018
  • Table 59: Baby Food: Per Capita Consumption, Grams, 2012-2018
  • Table 60: Baby Milks: Sector Trends, 2012-2018
  • Table 61: Baby Milks: Sector Segmentation, Value & Volume, 2012-2018
  • Table 62: US: Infant Formula Prices, Milk Powder, September 2018
  • Table 63: US: Infant Formula Prices, Liquid Milk, September 2018
  • Table 64: Baby Cereals: Sector Trends, 2012-2018
  • Table 65: Baby Meals: Sector Trends, 2012-2018
  • Table 66: Baby Drinks: Sector Trends, 2012-2018
  • Table 67: Imports of Baby Food by Category, Tons, 2012-2017
  • Table 68: Imports of Baby Food by Category, US$ '000, 2012-2017
  • Table 69: Baby Milks & Cereals: Imports by Country of Origin, 2015-2017
  • Table 70: Other Baby Food: Imports by Country of Origin, 2015-2017
  • Table 71: Exports of Baby Food by Category, Tons, 2012-2017
  • Table 72: Exports of Baby Food by Category, €000, 2012-2017
  • Table 73: Baby Milks & Cereals: Exports by Country of Destination, 2015-2017
  • Table 74: Other Baby Food: Exports by Country of Destination, 2015-2017
  • Table 75: Baby Food: Market Value Forecasts, Current Prices, 2018-2024
  • Table 76: Baby Food: Market Value Forecasts, Constant Prices, 2018-2024
  • Table 77: Baby Food: Market Volume Forecasts, Tons, 2018-2024
  • Table 78: Baby Food: Per Capita Expenditure, Current Prices, 2018-2024
  • Table 79: Baby Food: Per Capita Expenditure, Constant Prices, 2018-2024
  • Table 80: 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 Sector, % 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 Wet Meals: Category Trends, 2012-2018
  • Figure 15: Baby Wet 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
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