Focus On Infant Care 2017 Category Report

The Chinese have an expression: Little Emperors, kids born under the country’s one child policy for whom no expense is spared by their doting parents. Is Britain now following suit by raising its own Little Emperors? 

We are, if the amount parents are spending on feeding their little ones is anything to go by. Babyfood is up £18.6m, or 7.6%, on volumes up 6.3% [Kantar Worldpanel 52 w/e 9 October], driven not by the birth rate (down 0.5%; ONS) but premium, healthier dishes and snacks. Think quinoa and low GI pulses and pricier organic products.

Download the full report here.