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The Baby Food Market in Austria 2017

The Baby Food Market in Austria 2017

The Baby Food Market in Austria 2017

Summary

The Baby Food Market in Austria 2017”, is an analytical report by GlobalData which provides extensive and highly detailed current and future market trends in the Austrian market.

Austrian baby food market has been stimulated by higher birth numbers since2012, and by manufacturers’ efforts to target the toddler age group and by product innovation, resulting in a market worth over million. Baby milks account for just over half of all retail sales value but in volume terms meals are dominant, claiming 45%. Both have increased their share of sales to the detriment of cereals and drinks. Drugmarkets/drugstores claim over 70% of baby food sales. A rise in the number of births will contribute to volume growth of about 10%. Growth is likely to be strongest in milks and meals. Per capita consumption will increase by 4.9%.

What else does this report offer?

  • Consumption data based upon a unique combination of industry research, fieldwork, market sizing work and our in-house expertise to offer extensive data about the trends and dynamics affecting the industry.
  • Detailed profile of the companies operating and new companies considering entry in the industry along with their key focus product sectors.
  • Market profile of the various product sectors with the key features & developments, segmentation, per capita trends and the various manufacturers & brands.
  • Overview of baby food retailing with a mention of the major retailers in the country along with the distribution channel.
  • Future projections considering various trends which are likely to affect the industry.
Scope
  • Despite an already high per capita consumption rate, sales have been buoyant, increasing by 42% in terms of value and 17% in volume between 2010 and 2016. The market has been stimulated by higher birth numbers from 2012 onwards.
  • Baby milks account for just over half of all retail sales, and meals for a further 35%. In volume terms, however, meals are dominant, claiming 45% of total consumption.
  • All Milupa (Danone) products are imported from Germany. Hipp has a production facility in Gmunden, while Nestlé Österreich imports all its products.
  • Austrian market, accounting for almost two-thirds of volume imports of milks and cereals and half of imports of other baby food in 2015. Exports of baby foods have remained more or less stable in volume terms at tons per year.
  • The annual number of births is expected to experience a consistent rise up to 2022. The market is therefore forecast to show overall growth, with absolute volumes set to increase by 9.5% between 2016 and 2022.
Reasons to buy
  • Evaluate important changes in consumer behavior and identify profitable markets and areas for product innovation.
  • Analyse current and forecast behavior trends in each category to identify the best opportunities to exploit.
  • Detailed understanding of consumption by individual product categories in order to align your sales and marketing efforts with the latest trends in the market.
  • Investigates which categories are performing the best and how this is changing market dynamics.


  • Introduction
    • Executive Summary
    • Definitions: Market Sectors
    • Definitions: Terminology
  • Background to the Market
    • Births - Live Birth Rates: Since 2011 there has been a steady increase, with births climbing to an estimated 86,740 in 2016
      • Table Birth & Population Trends, 2006-2016
    • Births - Birth Rates by Region: Over 70% of births occur in four regions of Austria - Vienna, Oberösterreich, Niederösterreich, and Steiermark
      • Table Number of Births by Region, 2012-2015
    • The Consumer: Living standards are generally high and have been maintained at a higher level than in most of Europe
    • Socio-demographic Trends - Family Structure: Demographic factors other than the birth rate have also had an impact on the baby food market
      • Table Marriage & Divorce Trends, 2010-2015
      • Table Families with Children Under the Age of Three, 2011-2015
    • Socio-demographic Trends - Family Structure: Many more couples are living together without marrying, and more babies are born to unmarried parents
      • Table Family Status, 1994-2015
    • Socio-demographic Trends - Births by Age of Mother: Almost two-thirds of all births in 2014 were to mothers aged between 25 and 34
      • Table Live Births by Age Group of Mother, 2013 - 2015
    • Socio-demographic Trends - Number of Women of Childbearing Age: The number in the peak childbearing age group of 25-34 stood at 582,900 (2016)
      • Table Number of Women of Childbearing Age by Age Group, 2014 & 2016
    • Working Women - Female Employment : Women comprised 47% of the Austrian labor market in 2016, compared with 38% in 1971
      • Table Working Women, 2010-2016
    • Working Women - Female Employment : Nonetheless, in 2012 over 70% of women in the main child rearing age range (15-44) were in employment
      • Table Women in Employment by Age, 2012
    • Regulations: Austria is a signatory to the International Code of Marketing of Breast Milk Substitutes
    • Regulations: There are restrictions on the marketing of infant and follow-on formulae
    • Breastfeeding Trends : In 2014, around 20% of births occurred in Baby Friendly Hospitals
    • Breastfeeding Trends - Prevalence : A number of socio-demographic factors influence initiation rates
      • Table Breastfeeding Rates by Age of Baby, 2006
    • Breastfeeding Trends - Prevalence : Older and better educated mothers generally demonstrate higher initiation rates
      • Table Breastfeeding Initiation by Socio-Demographic Factors, 2006
    • Breastfeeding Trends - Duration: Average breastfeeding duration according to the 2006 Stillerhebung was 19 weeks
      • Table Breastfeeding Duration by Socio-Demographic Factors, 2006
  • Market Overview
    • Market Overview: Between 2010 and 2016 the market has performed well, growing annually in real terms
    • Market Overview: Overall, market value stood at €134.4 million (US$149.2 million) in 2016, a rise of 42% since 2010
      • Table Market Size, 2016, & Growth Rates, 2010-2016
    • Manufacturer Shares: Two manufacturers dominate the market -Hipp and Danone - and they are neck-and-neck in value terms
      • Table Baby Food: Manufacturer Market Shares, Value, %, 2010-2016
    • Manufacturer Shares: Danone has a dominant position in milks, while Hipp has strengthened its lead in meals
      • Table Baby Food: Manufacturer Shares by Sector, %, 2016
    • The Future: The market is forecast to show overall growth, with absolute volumes set to increase by 9.5% between 2016 and 2022
      • Table Projected Market Size, 2022, & Growth Rates, 2016-2022
  • Sector Analysis
    • Sector Analysis: Baby Milks
    • Milks Sector Trends: The baby milks sector is the most important category within the baby food market, accounting for just over half of market value
    • Milks Per Capita Trends: Per capita consumption of baby milks expanded by 11% between 2010 and 2016 to stand at almost 50kg
    • Milks Segmentation: Follow-on and growing up milks account for the bulk of sector value
    • Milks Segmentation: Ready-to-drink formulae at present form only a small part of the Austrian market
    • Milks Segmentation: The market supports a wide range of products and prices
      • Table Powdered Baby Milks: Brand Price Positioning Analysis, 2016
    • Milks Segmentation: Most of the mainstream brands retail at between US$16 and US$24 per kilogram
      • Table Powdered Baby Milks: Brand Price Positioning Analysis, 2016
    • Milks Segmentation: The lowest priced milks are currently dm’s own label products, babylove
      • Table Powdered Baby Milks: Brand Price Positioning Analysis, 2016
    • Milks Segmentation: Liquid milks retail at between US$2 and US$3 per liter
      • Table Liquid Baby Milks: Brand Price Positioning Analysis, 2016
    • Milks Manufacturer Shares: The sector is dominated by Danone with its two main brand ranges, Aptamil and Milupa
      • Table Baby Milks: Manufacturer Shares, Value & Volume, %, 2010-2016
    • Milks Brands: Danone has a strong brand presence in all age segments of the milks market, as well as leading the hypoallergenic segment
    • Sector Analysis: Cereals
    • Cereals Sector Trends: Overall consumption of baby cereals has risen by almost 10% between 2010 and 2016
    • Cereals Per Capita Trends: Per capita consumption has remained stable over the past seven years at about 12.8 kilograms
    • Cereals Segmentation: A feature of the market over the last few years has been the growth in products without added sugar
      • Table Baby Cereals: Market Segmentation, % Value, 2010-2016
    • Cereals Segmentation: Griessbrei retails at between US$4 and US$8 per kg, whereas milk cereals cost between US$8 and US$12 per kg
      • Table Baby Cereals: Brand Price Positioning Analysis, 2016
    • Cereals Manufacturers & Brands: The cereals sector is dominated by Milupa (Danone), which in 2016 held 55% of value sales
      • Table Baby Cereals : Manufacturer Shares, Value & Volume, %, 2010-2016
    • Cereals Brands: The majority of Danone’s share accrues from the Milupa brand, although a few Aptamil products are also on sale
    • Sector Analysis: Baby Meals
    • Baby Meals Sector Trends: Sales have been boosted by a continuous flow of innovations and by the development of new segments, including pouches
    • Baby Meals Per Capita Trends: Per capita consumption of baby meals rose by 8% between 2010 and 2016 to 74.2kg per baby
    • Baby Meals Segmentation: Both sweet and savory products are popular in Austria, although there has been a recent trend towards sweet products
    • Baby Meals Segmentation: More recent launches have tended to be products in plastic pots, resealable plastic tubs or pouches
    • Baby Meals Segmentation: Fruit desserts generally retail at between US$4 and US$6 per kg, with organic products at the top of the price range
      • Table Baby Meals: Brand Price Positioning Analysis, 2016
    • Baby Meals Segmentation: Pouches are significantly more expensive than other formats
      • Table Baby Meals: Brand Price Positioning Analysis, 2016
    • Baby Meals Manufacturer Shares: The meals sector of the Austrian baby food market displays a surprisingly high level of concentration
      • Table Baby Meals & Juices: Manufacturer Shares, Value & Volume, %, 2010-2016
    • Baby Meals Brands: Hipp markets a very large range of sweet and savory products in jars, as well as products in plastic packs and pouches
    • Sector Analysis: Baby Drinks
    • Baby Drinks Sector Trends: Combined sales of teas and juices stood at 2.3 million liters in 2016, an increase of 8.4% compared with 2010
    • Baby Drinks Per Capita Trends: Per capita consumption of baby drinks stood at 26.6 liters in 2016, a decrease of 1.6% compared with 2010 levels
    • Baby Drinks Segmentation: Juices dominate, accounting for over 91% ofvolume sales but a much lower 58% of value sales in 2016
      • Table Baby Juices & Teas: Market Segmentation, Volume & Value, 2010-2016
    • Baby Drinks Segmentation: Baby juices and drinks mainly retail at between US$2 and US$3.50 per liter
      • Table Baby Drinks: Brand Price Positioning, 2016
    • Baby Drinks Segmentation: The majority of juices are now sold in bottles, either PET or glass
    • Baby Drinks Manufacturer Shares: Hipp dominates the juices sector with a share of around 80% in both volume and value
      • Table Baby Juices: Manufacturer Shares, Value & Volume, %, 2010-2016
    • Baby Drinks Brands: Hipp is currently the only significant player in the baby tea segment in 2016, it commanded some 85% of sector value
      • Table Baby Teas: Manufacturer Shares, Value & Volume, %, 2010-2016
    • Sector Analysis: Finger Foods
    • Finger Foods Segmentation: A growing number of finger foods are available on the Austrian market
      • Table Finger Foods: Brand Price Positioning, 2016
  • Production and Trade
    • Production: Hipp is the only major player with a production facility in Austria
    • Imports: Import volumes rose rapidly between 2010 and 2014, but fell back slightly in 2015 to a total of 13,449 tons.
    • Exports: Exports of baby foods have remained more or less stable in volume terms between 2010-2015, at 12,000 to 15,000 tons per year
  • Company Profiles
    • Company Profiles: The market is extremely concentrated, with the two leading suppliers accounting for 82% of value in 2016 and 79% of volume
    • Company Profiles: Hipp GmbH & Co Export KG
      • Table Market shares, 2016:
    • Company Profiles: Milupa GmbH (Danone)
      • Table Market shares, 2016:
    • Company Profiles: Nestlé Österreich GmbH
      • Table Market shares, 2016:
    • Company Profiles: BWK GmbH
      • Table Market shares, 2016:
    • Company Profiles: Maresi Austria GmbH
      • Table Market shares, 2016:
  • Distribution
    • Retail Structure: Convenience stores (including independents) and gas stations represent the largest share of packaged food retail sales in Austria
      • Table Packaged Food Sales by Channel, € billion, 2009-2015
    • Drug Store Retailing: Retail distribution of baby food is dominated by drugmarkets (Drogeriemärkte) and drugstores
      • Table Leading Drugstore Retailers, 2010-2016
    • Baby Food Retailing: Apart from drugmarkets, food stores are the only other major channel for baby food
      • Table Baby Food: Sales by Outlet Type, % Value, 2010-2016
  • Economic Background
    • Economic Background: Compared with many countries, Austria emerged relatively unscathed by the financial crisis which began in 2008
      • Table Key Macro-Economic Indicators, 2010-2017
    • Key Macro-economic Forecasts: Inflation rose sharply in 2011 but since then has slowed down, standing at 0.9% in 2016
      • Table Key Macro-Economic Forecasts, 2016-2022
  • Prospects and Forecasts
    • Birth and Population Projections: The Austrian statistical office forecasts a rise of 4.4% in the number of babies born annually between 2016 and 2022
      • Table Birth & Population Projections, 2010-2022
    • Forecast Overview: During 2016 to 2022, GlobalData predicts that baby food consumption will increase by 9.5%
    • Future Trends: The meals sector will remain the largest sector in volume terms, accounting for just under 47% of consumption by 2022
  • Appendix
    • Appendix - The Baby Population: Current projections suggest a baby population (aged 0-3) of 270,580 by 2022, 7% up on the 2016 figure
      • Table Baby Population, Number of Babies (’000), 2006-2022
    • Appendix - Number of Women of Child Bearing Age: The number of women in the peak childbearing age group (25-34) will decrease slightly
      • Table Number of Women of Childbearing Age by Age Group, 2014-2020
    • Appendix - Market Value: Overall, market value stood at €134.4 million in 2016, which corresponds to a rise of 42.3% since 2010
      • Table Baby Food: Market Value, Current Prices, 2010-2016
    • Appendix - Market Value: The market has grown by 27.1% in real terms since 2010
      • Table Baby Food: Market Value, Constant Prices, 2010-2016
    • Appendix - Market Value: In 2016 the market stood at US$149.2 million, with milks accounting for more than half of this
      • Table Baby Food: Market Value, US$ Million, 2010-2016
    • Appendix - Market Volume: In volume terms the market has increased by 17.3% since 2010 to 14,164 tons
      • Table Baby Food: Market Volume, Tons, 2010-2016
    • Appendix - Per Capita Expenditure: Expenditure on baby food per baby born in the current year stood at €1,550 in 2016
      • Table Baby Food: Per Capita Expenditure, Current Prices, 2010-2016
    • Appendix - Per Capita Expenditure: In real terms per capita expenditure increase 15.4% between 2010-2016
      • Table Baby Food: Per Capita Expenditure, Constant Prices, 2010-2016
    • Appendix - Per Capita Expenditure: By 2016 per capita expenditure was equivalent to US$1,720
      • Table Baby Food: Per Capita Expenditure, US$ Dollars Prices, 2010-2016
    • Appendix - Per Capita Consumption: Per capita consumption of milks and meals has risen, whereas intake per baby of cereals and drinks has fallen
      • Table Baby Food: Per Capita Consumption, Grams, 2010-2016
    • Appendix - Milks: By 2016, sector value stood at €69.7 million (US$77.4 million), a 43.7% rise over 2010
      • Table Baby Milks: Sector Trends, 2010-2016
    • Appendix - Milks: Follow-on and growing-up milks account for the bulk of sector value
      • Table Baby Milks: Sector Segmentation, Value & Volume, 2010-2016
    • Appendix - Milks: The lowest priced milks are currently dm’s own label products, babylove
      • Table Powder Baby Milks: Brand Price Analysis, 2016
    • Appendix - Milks: Danone and Nestlé’s milks fall mostly in the mid-price sector, but they also field a range of high priced specialty milks
      • Table Powder Baby Milks: Brand Price Analysis, 2016
    • Appendix - Milks: Most specialty milks command prices of between US$26 and US$37 per kilogram
      • Table Powder Baby Milks: Brand Price Analysis, 2016
      • Table Liquid Baby Milks: Brand Price Analysis, 2016
    • Appendix - Cereals: Overall consumption of baby cereals has risen by almost 10% between 2010 and 2016
      • Table Baby Cereals: Sector Trends, 2010-2016
    • Appendix - Meals: The baby meals sector is the largest sector within the overall market in volume terms, and second largest in value terms
      • Table Meals : Sector Trends, 2010-2016
    • Appendix - Drinks: Combined sales of teas and juices stood at 2.3 million liters in 2016, an increase of 8.4% compared with 2010
      • Table Drinks : Sector Trends, 2010-2016
    • Appendix - Imports: Import volumes rose rapidly between 2010 and 2014, but fell back slightly in 2015
      • Table Imports of Baby Food by Type, Volume, Tons, 2010-2015
      • Table Imports of Baby Food by Type, Value, € 000, 2010-2015
    • Appendix - Imports: The bulk of imports, particularly in value terms, consist of cereals and milks
      • Table Imports of Baby Food by Country of Origin, Volume, 2013-2015
    • Appendix - Imports: Germany is the main supplier to the Austrian market
      • Table Imports of Baby Food by Country of Origin, Value, 2013-2015
    • Appendix - Exports: Exports of baby foods have remained more or less stable in volume terms at 12,000 to 15,000 tons per year
      • Table Exports of Baby Food by Type, Volume, Tons, 2010-2015
      • Table Exports of Baby Food by Type, Value, € 000, 2010-2015
    • Appendix - Exports: Austrian exports are primarily destined for Germany
      • Table Exports of Baby Food by Country of Destination, Volume, 2013-2015
    • Appendix - Exports: China has become a significant destination for milks
      • Table Exports of Baby Food by Country of Destination, Value, 2013-2015
    • Appendix - Value Forecasts: In value terms, the market is forecast to reach €171.5 million by 2022
      • Table Baby Food: Market Value Forecasts, Current Prices, 2016-2022
    • Appendix - Value Forecasts: In real terms the market is forecast to rise by 13% between 2016 and 2022
      • Table Baby Food: Market Value Forecasts, Constant Prices, 2016-2022
    • Appendix - Value Forecasts: By 2022 the market is forecast to increase by 27.6%, with the strongest growth coming from milks and meals
      • Table Baby Food: Market Value Forecasts, US$ Million, 2016-2022
    • Appendix - Volume Forecasts: Steady growth in total consumption of baby food is forecast to raise the market to 15,509 tons in 2022
      • Table Baby Food: Market Volume Forecasts, Tons, 2016-2022
    • Appendix - Per Capita Forecasts: Overall per capita expenditure is forecast to rise to €1,894 in 2022
      • Table Baby Food: Per Capita Expenditure, Current Prices, 2016-2022
    • Appendix - Per Capita Forecasts: In real terms per capita expenditure is forecast to rise by 8.3%
      • Table Baby Food: Per Capita Expenditure, Constant Prices, 2016-2022
    • Appendix - Per Capita Forecasts: The meals and milks cereals will show above-average growth rates for the next five years
      • Table Baby Food: Per Capita Expenditure, US$ Dollars, 2016-2022
    • Appendix - Per Capita Forecasts: Per capita consumption is forecast to rise by 5% to 171.3kg in 2022, but cereals and drinks will fall
      • Table Baby Food: Per Capita Consumption, Grams, 2016-2022
    • Summary Methodology

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