The UK baby milk, food and drink market is characterised by
brand loyalty and dominated by specialist brands. Trust underpins
the relationship between suppliers and parents who want to
give their very young children the best start in life that they
can.
The market for baby milk is largely dictated by birth rates,
which are expected to decline from 2011 onwards, and the uptake of
breast feeding, but manufacturers have created new products to
increase usage amongst older babies and to tap into specific
occasions.
Parents are increasingly demanding food products for their
children which are pure and natural, forcing manufacturers to
address concerns about salt, and sugar in prepared foods and
keeping the organic sub-categories buoyant. There is a sense in
which parents would like to be making everything for their infants
themselves from scratch so that they can manage nutritional intake
very precisely but convenient baby foods provide them with good
emergency, on-the-go and occasional meal solutions. Many brands are
therefore adopting home cooked propositions and taking inspiration
from family recipes.
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