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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.

ANALYSIS OF THE DEMAND

MARKET STRUCTURE

ANALYSIS OF THE OFFER

REGULATION

POSITIONING OF THE ACTORS

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in 40 pages
Method
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Analysts

Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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Education Formation
Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Ross Alumni Club France

Arnaud W.

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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Imane E.

EDHEC

Imane E.

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Vincent D.

Auditeur

Vincent D.

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Eva-Garance T.

Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

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Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

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Jules D.

Consultant

Jules D.

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Alexia V.

Alexia V.

Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.