The baby food market - Italy

INFORMATION ON THE STUDY

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Last update: 10/05/2021
Language: EN
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Content of the study

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MARKET OVERVIEW

1.1 Definition and scope of the study

The baby food market encompasses all food products for infants and children. The market is structured around two main segments

powdered infant milk
dietary diversification (the gradual introduction of solid foods other than milk, usually between the fourth and sixth months of life)

The main issues in this market are nutritional and health issues, both in terms of marketing and regulation.

The global market is dominated by sales in China and the US, two particularly promising regions. Italy is only ranked 11th in the sector's 2018 revenue ranking. Indeed, sales are falling in the domestic market, and this is directly due to the collapse of the birth rate. The infant nutrition market in Italy is mostly controlled by the two giants Danone and Nestle, which account for about 80% of the global market.

However, there are also players with a more local dimension who seek to exist despite the weight of the sector's champions. As far as private labels are concerned, they remain on the fringes so far as the brand plays a fundamental role in inspiring consumer confidence and security. The characteristics of the market depend largely on the geographical and cultural situation. The birth rate or the practice of breastfeeding varies in different regions of Italy. For example, women breastfeed more in the northeast of the country than in the south. In recent years, the sector has had to deal with the return of breastfeeding and the growing substitution of industrial products by "homemade" products. Brands are responding by developing new ranges, particularly organic ones.