Focus On Infant Care
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Focus On Infant Care
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There is burgeoning innovation in the babyfood aisle, but more can be done to tempt busy mums
The range of food and drink available to babies and toddlers has changed beyond recognition over the last eight years, but the challenge to engage mums and get them to buy from the baby aisle is greater than ever.
With birth rates at the highest level since 1972, you would think sales of babyfood would be rocketing. But while value is up by 7%, volume sales are static, and sales of wet food and snacks actually declined year-on-year in the last quarter to 2 October 2011 [Nielsen], hit by more mothers preparing food from scratch.
So what’s happening out there?
