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Published by: Datamonitor
Published: Mar. 24, 2009 - 136 Pages
Table of Contents
- Overview
- Catalyst
- Summary
- Table of Contents
- Table of figures
- Table of tables
- THE FUTURE DECODED
- INTRODUCTION: New parents are changing their consumption habits as social influences take prevalence over economic ones
- TREND: The 0-4 demographic is declining in population as birth rates decrease
- Declining birth rates leads to the pampering of the children who ARE born
- Celebrity pregnancies have made being pregnant more 'fashionable'
- Key take outs and implications: birth rates are decreasing but this has resulted in opportunities for the premium market
- TREND: The market value of the baby products market is increasing, especially in the Asia Pacific region
- The baby food market is proving strong in Asia Pacific, driven by growth in China and India
- The fastest-growing categories within the baby foods market vary by region
- The Chinese and US markets are moving in opposite directions when it comes to branded baby foods
- Baby drinks market value, much like baby foods value, is stagnant in Europe but growing in Asia Pacific
- Growth in the market value of baby personal care products is slow in Europe and the US, but stronger in the BRIC nations and Asia Pacific
- Key take outs and implications: Asia Pacific, along with Brazil and Russia, are the growth regions for baby products looking forwards
- INSIGHT: Healthier foods have an important part to play in a young child's development
- Health professionals have a greater understanding of the issue of obesity in babies and toddlers
- Datamonitor's Product Launch Analytics database shows that manufacturers are increasingly incorporating sugar and salt into baby food products
- However, the issue of obesity in babies and toddlers is deemed as controversial by campaign groups
- Parents are reluctant to accept messages that babies and toddlers can be obese
- Despite widely dismissing the notion of obesity, parents are nevertheless becoming more aware of the need for a healthier diet for their young children
- Organic foods are the fastest-growing market sector for parents, who will pay a premium for them
- Recessionary conditions could eventually have an impact on the sales of organic baby foods
- The frozen delivery format, though still a niche market, is becoming a more popular option
- 'Ethnic' foods give parents extra options and facilitate an increased nutrient intake
- Some parents still need convincing that food and beverage products aimed at children are trustworthy, creating the need for transparency
- Key take outs and implications: baby foods are embracing the health trend as parents look to provide their offspring with a long-term platform for a healthier life
- INSIGHT: There are large cultural differences regarding what infants and toddlers should drink
- Breastfeeding and bottle-feeding cultures are vastly different and provide differing benefits
- The issue of breastfeeding is extremely intimate for mothers and therefore needs to be approached sensitively
- Functional drink formulations are becoming more tailored to young children's needs
- Product launches have remained somewhat stagnant since 2003, with a dip in 2005
- Key take outs and implications: breastfeeding trends have stagnated the baby drink market, but functional alternatives can provide appeal
- INSIGHT: Personal care products now have to show greater signs of eco-friendliness
- 'Green parenting' is becoming more prominent as consumers seek renewable products
- Products are reflecting the personalization trend by focusing on more specific benefits such as those for sensitive skin
- Products which use petroleum-ingredients are suffering due to rising fuel prices
- Key take outs and implications: organic products are not just popular in the baby food market, with eco-consciousness a prevailing trend
- ACTION POINTS
- ACTION: Continue to focus development and marketing on healthy food and drink solutions, but do not overplay the issue of infant 'obesity'
- Products must be positioned as health-boosting rather than specifically mentioning weight
- Choose healthful ingredients when formulating products
- Improve baby drink formulations, but do not position them as an alternative to breastfeeding
- ACTION: Make products and packaging more attractive to eco-conscious parents
- Create renewable products which are particularly appealing to parents
- Merge eco-friendly products with the convenience trend to boost sales
- ACTION: Build trust among parents by being sympathetic to their needs and building a relationship based on lifestage
- Utilize the internet as a primary sales channel for time-poor parents
- Offer advice and support to prospective new parents to make them more comfortable and responsive
- Build relationships with parents before their child is even born
- Strengthen trust links by using nuanced marketing messages which target the parent rather than the child
- Luxurious products aimed at 'alpha mothers' and children can enhance the new-found competitive feeling of being fashionable
- Provide parents who want to retain a social life with an opportunity for word-of-mouth networking
- ACTION: Cater for regional and cultural differences with more targeted products and marketing
- Ensure that large demographics are not ignored by catering for different ethnicities
- Understand where private label products are most attractive
- APPENDIX
- Definitions
- Methodology
- Further reading
- Industry and news sources
- Datamonitor reports
- Academic sources
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: Birth rate in Europe, the US, Russia, Brazil and Asia Pacific, by country, 2003-2013
- Table 2: Mid-year population of 0-4 year olds in Europe, the US, Russia, Brazil and Asia Pacific (million), by country, 2003-2013
- Table 3: Baby foods market value (US$ m), Europe, the US, Russia and Brazil, by country, 2003-2013
- Table 4: Baby foods market value (US$ m), Asia Pacific, by country, 2003-2013
- Table 5: Baby foods market value (US$ m), Europe, the US, Russia and Brazil, by category, 2003-2013
- Table 6: Baby foods market value (US$ m), Asia Pacific, by category, 2003-2013
- Table 7: Baby drinks market value (US$ m), Europe, the US, Russia and Brazil, by country, 2003-2013
- Table 8: Baby drinks market value (US$ m), Asia Pacific, by country, 2003-2013
- Table 9: Baby drinks market value (US$ m), Europe, the US, Russia and Brazil, by category, 2003-2013
- Table 10: Baby drinks market value (US$ m), Asia Pacific, by category, 2003-2013
- Table 11: Baby personal care products market value (US$ m), Europe, the US, Russia and Brazil, by country, 2003-2013
- Table 12: Baby personal care products market value (US$ m), Asia Pacific, by country, 2003-2013
- Table 13: Baby personal care products market value (US$ m), Europe, the US, Russia and Brazil, by category, 2003-2013
- Table 14: Baby personal care products market value (US$ m), Asia Pacific, by category, 2003-2013
- Table 15: Percentage of baby food products which contain specific ingredients, by ingredient, 2003-2008
- Table 16: Consumer survey: the trustworthiness attributed to food and beverages aimed at children, by consumers in 15 countries from Europe, the US, Russia, Brazil and the Asia Pacific region, 2008
- Table 17: Percentage of mothers in Europe and the US who breastfeed their children up to and including the age of 6 months, 2003-2013
- Table 18: Percentage of mothers in the Asia-Pacific region who breastfeed their children up to and including the age of 6 months, 2003-2013
- Table 19: Number of baby drink launches tagged as innovative, 2003-2008
- Table 20: Consumer survey: the extend to which consumers actively seek out environmentally friendly products, in 15 different countries in Europe, the US, Russia Brazil and Asia Pacific, 2008
- Table 21: Definition of terms used in this report
- List of Figures
- Figure 1: The market for baby and toddler products is driven by social factors
- Figure 2: Celebrities are now becoming role models as parents as well as superstars
- Figure 3: Organizations such as MEND are determined to tackle the problem of childhood obesity
- Figure 4: Food and drink offerings must be authentic and natural to appeal to concerned parents
- Figure 5: Child/baby foods featured highly when US consumers were asked what they were most likely to choose organic options for
- Figure 6: There is a trust deficit for some Europeans when it comes to food and beverages aimed at children
- Figure 7: Appearing unsympathetic to breastfeeding can cause a huge amount of ill feeling towards brands
- Figure 8: Liquids and formulas containing functional ingredients can aid development in babies and toddlers
- Figure 9: The number of product launches in the baby drinks market has fluctuated from year to year since 2003
- Figure 10: Manufacturers no longer see disposable baby personal care products as something that consumers desire
- Figure 11: Many baby care products are specially formulated to cater for sensitive skin
- Figure 12: Innovative packaging designs can appeal to parents by offering ease of use benefits
- Figure 13: Manufacturers of disposable diapers are embracing the eco-trend to entice 'green' parents
- Figure 14: Take lifestage into consideration by offering advice to expectant parents before marketing products
- Figure 15: Parental networking websites offer advice on parenting and forums to discuss all topics
- Figure 16: Baby foods which are certified as halal and kosher ensure that markets are not overlooked
AbstractIntroduction
Despite a general decline in birth rates and the ongoing recession, there are still opportunities for growth in the baby food, drink and personal care markets. Parents do not want to sacrifice the quality of products where their children are concerned. However, the increasing competitiveness of the industry means that brands must appear caring and sympathetic to parents while justifying price.
Scope - Detailed insights and analysis documenting the drivers and inhibitors influencing sales of consumer packaged goods for babies, toddlers and parents.
- Detailed country level consumer and market insight covering Europe, the US, Brazil and Asia Pacific.
- Analysis documenting the importance that parents place on relevant trends such as organic food and environmental friendliness.
- Strategic conclusions combined with actionable recommendations for all industry players to profit from these trends.
Highlights
The current decline in birth rates across many nations globally means that the number of babies and toddlers will decrease at least in the short term. This increases the competition between industry players and highlights the importance of inspiring brand loyalty to remain resilient.
Mothers are returning to a more traditional parenting technique of breastfeeding their children. This presents problems for the baby drinks industry, with the growth of formulas stunted as a consequence. Manufacturers must find ways of creating appeal without positioning drinks as a direct alternative, which creates ill-feeling among mothers.
Marketers are becoming more aware of the need to target parents as early as possible. Brand relationships and trust bonds can be formed during pregnancy when the child is not yet even born. This lifestage targeting will becoming increasingly important going forwards.
Reasons to Purchase- Obtain a detailed understanding of parental attitudes and behaviors towards consumption for babies and toddlers.
- Find inspiration for innovative formulations and product positioning to take advantage of consumers' evolving preferences.
- Access a blend of quantitative and qualitative data illustrating consumer attitudes, actual consumption and best-practice marketing across the globe.
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