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MARKET SUMMARY

1.1 Presentation and definition of the infant food market

The infant nutrition market covers all food products intended for children infants and of the children . This market is structured around 2 main segments

  • infant milk
  • food diversification foods ,  generally introduced from the 6th month of the infant's life

The nutritional and health issues associated with infant nutrition are therefore a central component of the market, both in terms of marketing and regulation.

The global infant food market is largely dominated by the American and Chinese markets particularly promising. France ranks seventh in the ranking of revenues generated in 2018

The French infant nutrition market is dominated by two giants who own approximately 80% of the world market share: Danone and Nestlé The the infant milk segment represents more than half of the market Alongside these two main players, companies with more local dimensions are trying to survive despite the concentration phenomenon that the market has been experiencing in recent years. As for Private Labels, they have to face the weakness of their brands, less reassuring with parents, they are of moderate weight.

The market is largely dependent on the demographic and cultural situation, such as the situation of the french birth rate or of the breastfeeding practices but also new consumption habits. For example, the importance of the trust placed in the major brands or the boom in the "bio" segment .

1.2 A global market driven by Chinese demand

The graph below shows the value of the global baby food market in **** and ****. In ****, the global market for baby food was estimated at about **.* billion dollars .
The consumption in kilos of infant foods is much higher than what can be observed in most countries of comparable size, this is particularly ...

1.3 The French market, a major player in infant milk

The French infant nutrition market is estimated at *.* billion euros in **** . [***]
This sector can be divided into two segments
baby milks, which represent more than half of the market **,**% diversification foods (***) which represent **,**%
Source: ****
However, within these segments, product growth is differentiated. The "homemade" fashion favours certain foods while the *st ...

DEMAND ANALYSIS

2.1 Practicality and trust, key issues

Trust is the second most important purchasing criterion followed by the existence of promotional offers (***). As a result of social changes, the average age of parents continues to rise steadily. The increase in the rate of female employment and the possibility of managing both career and family can explain why the ...

2.2 A market affected by a declining demography

The curve below shows the evolution of the total number of births in France from **** to ****. There is a gradual decrease in the number of births between **** and ****, which are are gradually decreasing to reach ***,*** in ****
A structural decline in the birth rate can be observed in France, which stood at ...

2.3 "Organic", increasingly popular

The organic segment is growing strongly, by **% over the first five months of ****. (***) According to Isa-conso After years of strong growth, the various segments of organic baby food now represent more than **% of the infant food market
Companies specialized in this market segment such as HiPP and Vitegermine are now joined ...

MARKET STRUCTURE

3.1 A highly concentrated market

This statistic shows a ranking of baby and junior food brands in France from **** to ****, by number of users. In ****, an estimated one million people used Blédina. The Blédina and Nestlé brands clearly dominate the market and represent more than **% of sales in France. These sales are supported by ...

3.2 The importance of trust in brands

When it comes to food, consumers are particularly attentive to the quality of the products on offer and "trust" in brands This is particularly the case when it comes to foods for a segment of the fragile population such as young children. As we have seen with the events that took ...

3.3 A distribution essentially carried out in supermarkets and hypermarkets

The distribution of food products is still mainly carried out via supermarkets and supermarkets. In the case of infant milk, this represents **% of sales the remaining **% being sold in pharmacies, which benefit from a positive "health" signal on the products sold.

Source: ****
Internet distribution of infant milk remains marginal (***), but is ...

ANALYSIS OF THE OFFER

4.1 Rising prices

The average cost of infant food in France in **** was €*.**. [***]

Source: ****
The prices charged depend on the products and distributors, the price comparator Idealo to select the desired category and compare the prices of the different products. The total cost of feeding depends on the age of the baby and the ...

4.2 Three main product categories

The products can be divided into three categories:
Infant formulas and milks for babies: infant formulas (***), special milks, growth milks.   Examples of this : Gallia Calisma Relais Milk *st Age ***g (***) Nan Optipro * *st age Milk Powder ***g (***) Guigoz Milk *st age (***)
Infant cereals Baby cereals (***) Examples : BabyBio * Cereals Nature ***g (***) Hipp ...

RULES AND REGULATIONS

5.1 The health care system is very strict

The need to ensure a quality diet is one of the primary criteria in this sector, as it is the primary concern of parent-clients. And the various scandals sometimes damage a reputation that industrialists try to recover later. Until recently, Lactalis was accused by several parents of being responsible for salmonellosis ...

POSITIONING OF THE ACTORS

6.1 Segmentation

  • Danone
  • Nestlé
  • General Mills
  • Lactalis
  • HiPP
  • Vitagermine
  • Nutriset
  • Laboratoires Gilbert
  • Nutriben
  • Modilac (Sodilac)
  • Sodiaal
  • Bio c’ Bon
  • Carrefour
  • Leclerc

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Analysts

chargé d'études économiques, Xerfi

Hugo Schott

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Associate Consultant

Mathieu Luinaud

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PhD Industrial transformations

Robin Charbonnier

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Analyst

Pierre Doussau

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President Ross Alumni Club France

Arnaud Walter

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Consultant

Pierrick Cudonnec

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Project Finance Analyst, Consulting

Maelle Vitry

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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EDHEC

Imane Essadiq

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Auditeur

Vincent Defrenet

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Eva-Garance Tison

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Market Research Analyst

Michela Grimaldi

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Azelie Prigent

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Cantiane Gueguen

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Consultant

Jules Decour

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Alexia Vacheron

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Emil Ohlsson

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Anna Oeser

Anna Oeser

Gabriel Salvitti

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