Baby food

Focus On: Infant and Childcare by Rob Brown and Natalie Brown

Download the synopsis hereE

Publishing: 16 February

Advertising deadline: 1 February

Submissions deadline: 25 January


The Story

You no longer need to wait until adulthood to develop a seasoned palate. Baby food is getting exotic with such adventurous fare as a chicken katsu curry, lamb tagine and sweet and sour chicken dishes for toddlers. To what extent are these trendy dishes swaying shoppers? Are we rearing a generation of sophisticated tots? And what else is influencing consumer choices?

Key themes:

Exotic dishes: As parents branch out in their culinary tastes, are they demanding something more adventurous for their children than a mashed up cottage pie? Who is leading the way in this more exotic cuisine? And how influential will this part of the market become?

Organic battle: It’s been a year of mixed fortunes for organic baby food brands. Are organic credentials no longer enough on their own? What is differentiating the winners from the losers?

Rise of own label: Supermarkets are rapidly cottoning onto the potential rewards of the baby market, following the success of Aldi’s Mamia. Who is standing out in their efforts? Should brands be worried?

Kantar data: Using Kantar commentary, we explain the reasons behind the rise and fall of the different sub-categories in infant care.

Nielsen data: Using Nielsen commentary, we explain the reasons behind the rise and fall of the top 10 brands.

Innovations: We identify four new products for both soup and ready meals that ideally have not appeared in The Grocer before. including launch date, image and RSP.

Online Listicle to go live on 15 February: What are the main innovations & how are they shaping the market