Market Research Report
The Baby Food Sector in Italy, 2019
|Published by||GlobalData||Product code||833089|
|Published||Content info||149 Pages
Delivery time: 1-2 business days
|The Baby Food Sector in Italy, 2019|
|Published: April 22, 2019||Content info: 149 Pages||
The Italian baby food market has been contracting for the past six years and by 2018 stood at 53,649 tons, with value falling to €620 million (US$732 million), down by 10% since 2012. This was due to enforced price decreases in the milks category and lower prices in real terms throughout much of the period in most other categories, a result of competition between the leading brands, and manufacturers' efforts to stimulate sales. In real terms, value sales have fallen by 13.3% since 2012. Per capita consumption is high at 38.5kg, largely due to the unusually high volumes of wet meals and finger foods consumed.
Unusually, it is the wet meals that is the largest category in both volume and value terms, accounting for 54% of consumption and 42% of retail sales. Milks accounted for 29% of retail sales in 2018, but consumption remains low, due to high prices and an increase in breastfeeding rates. Finger foods claimed 17% of retail sales, with rusks often used crumbled as a weaning food. Cereals, dry food, pasta, and drinks together accounted for only 12% of retail sales. All categories have been hard hit by the decline in the baby population, with volume and value sales without exception lower in 2018 than in 2012.
All of the leading companies in the market - Heinz, Danone, and Nestle - are involved in the local production of baby food, although the extent of production has been adversely affected by the economic situation. Imports of baby food have been falling, and in 2017 were valued at €93million (US$105 million). The bulk of imports consist of cereals & milks (86% of volume). Exports of baby food are considerably lower than imports, although they have risen over the last few years. The market is dominated by the multinationals Heinz and Danone, with a combined 78.6% of value sales and 82.1% of volume sales in 2018. The only other competitor of significance, Nestle, is well behind the leaders, with just 7.6% of value.
Grocery stores as a channel accounts for the majority of value sales, at 84% in 2018, a share that has been steadily rising, largely due to the convenience and lower prices often offered by the grocery category. 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.
"The Baby Food Sector in Italy, 2019", is an analytical report which provides extensive and highly detailed current and future market trends in the Italian market. The report offers -
Companies mentioned: Heinz Italia SpA, Danone, Nestle Italia SpA, Humana Italia SpA, and Other Manufacturers