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  • Number of pages : ~ 40 pages
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  • Last update : 10/09/2022
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Summary and extracts

1 Market Overview

1.1 Definition and scope of the study

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

  • powdered milk for infants
  • diet diversification (the gradual introduction of solid foods other than milk, usually between the fourth and sixth month 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 United States, two particularly promising regions. Italy ranks only 11th in the industry's 2018 revenue ranking. In fact, sales are declining in the domestic market and this is a direct consequence of the plummeting birth rate. The baby food market in Italy is mainly controlled by the two giants Danone and Nestle, which account for about 80 percent of the overall market.

However, there are also players with a more local dimension trying to exist despite the weight of the industry champions. As for private brands, they remain on the margins to the extent that the brand plays a key role in inspiring consumer trust and confidence. Market characteristics depend largely on geographical and cultural circumstances. 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 industry has faced the return of breastfeeding and the increasing substitution of industrial products with "homemade" products. Brands are responding by developing new ranges, particularly organic ones.

List of charts presented in this market study

  • Value of Global Children's Food Sales
  • Value of Global Children's Food Sales, by country
  • Turnover Children's Products Market, by category
  • Baby food sales, by channel
  • Exports and Imports of Baby Food
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Latest news

Danone opens a second plant for plant-based products in France - 12/02/2024
  • Danone inaugurates a new plant dedicated to the manufacture of dairy alternatives in France
  • Danone has completely converted its Villecomtal-sur-Arros yogurt plant in the Gers department into a unit dedicated to Alpro-brand plant-based beverages. 43 million euros of investment
  • Production, mainly of oat juice cartons, is 90% destined for Europe.
  • Danone now has four milk-alternative production units in Europe. Two in France, at Issenheim and Villecomtal in the Gers region, one in Sweden, at Lunnarp, and the fourth at Wevelgem in Belgium.
  • Vegetable-based products have become "a strategic focus" for the world's number one in ultra-fresh products.
  • Danone took the t turn in 2017 with the $12.5 billion acquisition of US group WhiteWave.
  • In France, ultra-fresh products are deeply rooted in diets.
  • Plant milk accounts for just 4% of the traditional dairy products market by volume and 7.4% by value.
  • The plant-based milk market is worth 165 million euros, according to FranceAgriMer.
  • More than 6 out of ten people in France in the 18-24 age bracket eat plant-based products several times a week, according to lDanone
  • Many dairy groups, including Triballat, Nestlé and Bel, have chosen to develop plant-based ranges.
  • Retail chains are present under their own brands (MDD).
Suppliers refuse to accept Lactalis' proposed milk price increase - 05/02/2024
  • - The price revised in January by Lactalis is 405 euros per 1000 liters, increased to 420 euros per 1000 liters in 38/32 for February.
  • - Taking all premiums into account, the remuneration paid to producers was 460 euros per 1000 liters for the first two months of the year.
  • - Unell, which represents over 4,000 dairy farms, delivers over 2 billion liters of milk to Lactalis.
Danone sells its US organic dairy business to Platinum Equity - 02/01/2024
  • Danone has signed an agreement to sell its US organic dairy business to Platinum Equity.
  • The sale concerns the Horizon Organic and Wallaby businesses.
  • By 2022, Horizon Organic and Wallaby represented around 3% of Danone's total sales.
Danone finds buyers for its two organic brands in the United States - 02/01/2024
  • Platinum Equity's portfolio of assets totals $47 billion.
  • The two brands Horizon Organic and Wallaby accounted for around 3% of Danone's sales in 2022, or $800 million.
  • Dairy products make up a large part of Danone's sales.
  • Danone has sold various parts of its business in different countries, including yoghurts in China and fresh dairy products in Brazil.
  • Danone recorded eight quarters of growth thanks to price increases, although volumes remained stable.
  • Danone succeeded in halting a steady decline in dairy sales that had lasted since 2015.
Faced with global crises, Nutriset's Normandy plant is running at full capacity - 25/11/2023
  • nutriset, specialist in therapeutic foods for malnourished populations
  • Nutriset's customers are mainly the World Food Program, UNICEF and NGOs such as Médecins sans Frontières and Action contre la Faim
  • Sales of 160,372,000 euros in 2022
  • Production of 48,000 tonnes in 2021 and 87,000 tonnes in 2023.
  • Hiring of 140 new employees, in addition to the existing 250
  • Nutriset has a network of independent franchised producers in Africa, India, Haiti and the United States.


Président, the billionaire brand that shaped the destiny of Lactalis - 13/11/2023
  • President brand sales: 3 billion euros
  • Brand age: 55 years
  • Increase in Camembert production in ten years: from 60,000 to 250,000 units
  • Current Camembert production: 500,000 units
  • Main production site: Domfront plant in the Orne region of France
  • Camembert price: less than 2 euros
  • Percentage of brand volume sold under private label: one-third in France and worldwide
  • Number of plants producing Président products outside France: over thirty.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Danone Groupe
Nestlé Italia
Lactalis Groupe
Kraft Heinz
Humana Italia SPA
Pulker Farma Parafarmacie
Carrefour Italia

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the baby food market | Italy

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