Despite a general decline in birth rates and the ongoing recession, there are still opportunities for growth in the baby food, drink and personal care markets. Parents do not want to sacrifice the quality of products where their children are concerned. However, the increasing competitiveness of the industry means that brands must appear caring and sympathetic to parents while justifying price.

Report Highlights
The current decline in birth rates across many nations globally means that the number of babies and toddlers will decrease at least in the short term. This increases the competition between industry players and the importance of inspiring brand loyalty to remain resilient.

Mothers are returning to a more traditional parenting technique of breastfeeding their children. This presents problems for the baby drinks industry, with the growth of formulas stunted as a consequence. Manufacturers must find ways of creating appeal without positioning drinks as a direct alternative, which creates ill-feeling among mothers.

Marketers are becoming more aware of the need to target parents as early as possible. Brand relationships and trust bonds can be formed during pregnancy when the child is not yet even born. This lifestage targeting will becoming increasingly important going forwards.
[Studien Infos ausblenden]

Table 1: Birth rate in Europe, the US, Russia, Brazil and Asia Pacific, by country, 2003-2013 7
Table 2: Mid-year population of 0-4 year olds in Europe, the US, Russia, Brazil and Asia Pacific (million), by country, 2003-2013 8
Table 3: Baby foods market value (US$ m), Europe, the US, Russia and Brazil, by country, 2003-2013 11
Table 4: Baby foods market value (US$ m), Asia Pacific, by country, 2003-2013 12
Table 5: Baby foods market value (US$ m), Europe, the US, Russia and Brazil, by category, 2003-2013 13
Table 6: Baby foods market value (US$ m), Asia Pacific, by category, 2003-2013 14
Table 7: Baby drinks market value (US$ m), Europe, the US, Russia and Brazil, by country, 2003-2013 16
Table 8: Baby drinks market value (US$ m), Asia Pacific, by country, 2003-2013 16
Table 9: Baby drinks market value (US$ m), Europe, the US, Russia and Brazil, by category, 2003-2013 17
Table 10: Baby drinks market value (US$ m), Asia Pacific, by category, 2003-2013 18
Table 11: Baby personal care products market value (US$ m), Europe, the US, Russia and Brazil, by country, 2003-2013 19
Table 12: Baby personal care products market value (US$ m), Asia Pacific, by country, 2003-2013 19
Table 13: Baby personal care products market value (US$ m), Europe, the US, Russia and Brazil, by category, 2003-2013 20
Table 14: Baby personal care products market value (US$ m), Asia Pacific, by category, 2003-2013 20
Table 15: Percentage of baby food products which contain specific ingredients, by ingredient, 2003-2008 23
Table 16: Consumer survey: the trustworthiness attributed to food and beverages aimed at children, by consumers in 15 countries from Europe, the US, Russia, Brazil and the Asia Pacific region, 2008 30
Table 17: Percentage of mothers in Europe and the US who breastfeed their children up to and including the age of 6 months, 2003-2013 34
Table 18: Percentage of mothers in the Asia-Pacific region who breastfeed their children up to and including the age of 6 months, 2003-2013 35
Table 19: Number of baby drink launches tagged as ""innovative"", 2003-2008 39
Table 20: Consumer survey: the extend to which consumers actively seek out environmentally friendly products, in 15 different countries in Europe, the US, Russia Brazil and Asia Pacific, 2008 41
Table 21: Definition of terms used in this report 54
Figure 1: The market for baby and toddler products is driven by social factors 5
Figure 2: Celebrities are now becoming role models as parents as well as superstars 9
Figure 3: Organizations such as MEND are determined to tackle the problem of childhood obesity 22
Figure 4: Food and drink offerings must be authentic and natural to appeal to concerned parents 26
Figure 5: Child/baby foods featured highly when US consumers were asked what they were most likely to choose organic options for 27
Figure 6: There is a trust deficit for some Europeans when it comes to food and beverages aimed at children 31
Figure 7: Appearing unsympathetic to breastfeeding can cause a huge amount of ill feeling towards brands 36
Figure 8: Liquids and formulas containing functional ingredients can aid development in babies and toddlers 37
Figure 9: The number of product launches in the baby drinks market has fluctuated from year to year since 2003 38
Figure 10: Manufacturers no longer see disposable baby personal care products as something that consumers desire 42
Figure 11: Many baby care products are specially formulated to cater for sensitive skin 43
Figure 12: Innovative packaging designs can appeal to parents by offering ease of use benefits 46
Figure 13: Manufacturers of disposable diapers are embracing the eco-trend to entice 'green' parents 47
Figure 14: Take lifestage into consideration by offering advice to expectant parents before marketing products 50
Figure 15: Parental networking websites offer advice on parenting and forums to discuss all topics 52
Figure 16: Baby foods which are certified as halal and kosher ensure that markets are not overlooked 53
[Tabellenverzeichnis ausblenden]