● Many brands have been forced to put up prices due to soaring commodity costs exacerbated by the weak sterling. The growth of pricier baby snacks and single-serve pouches have also pushed up the average price.
●Market leader Aptamil illustrates both trends, with value inching up 2.1% on volumes down 4.6% due to rising costs being passed on and the development of new RTD products.
● Organic and premium brands are cashing in, as illustrated by the growth of Organix, as well as strong performances by premium babyfood players Ella’s Kitchen and Little Dish.
● Snacking brand Kiddylicious has successfully tapped the growth in infant snacking and has ventured into main meals with its new Little Bistro lines.
● Despite a relaunch of its infant portfolio, including a new Heinz by Nature range of wet meals with ingredients from a “natural source”, Heinz sales have taken a tumble.
● Milk brands Aptamil, Cow & Gate and SMA are under threat as Aldi launched the first private baby milk line in the UK at the end of 2016.
Source: IRI 52 w/e 2 December 2017