Market Trends of Europe Organic Baby Food Industry
This section covers the major market trends shaping the Europe Organic Baby Food Market according to our research experts:
Increasing Preference For Breastfeeding Alternatives
Although many mothers plan to exclusively breastfeed their babies, this isn't always possible due to busy lifestyles. For instance, the WHO European Region has the lowest rates of exclusive breastfeeding at the age of 6 months with approximately 25%. As a result, working mothers in Europe are switching to formula or combining breastfeeding with formula feeding. Further, European parents are increasingly preferring clean-label food products with the rising awareness regarding the effects of chemicals, additives, etc., used in conventional baby food. Thus, organic foods are gaining significant demand in the market. Free from corn syrup, fructose, rice syrup, sucrose, synthetic chemicals, preservatives, genetically modified organisms (GMOs), pesticide residue, and artificial colors are widely accepted among modern-age mothers.
Moreover, major manufacturers in European organic baby formulas like HiPP and Holle are also making products that are in line with the growing demand by using organic skimmed milk (from a cow or goat), lactose, and organic whey.
Infant Formula Holds the Significant Market Share
Modern mothers are increasingly aware of the nutritional needs of their children and are willing to experiment with innovative products offered in the baby food category, which in turn drives the demand for organic infant formulas in Europe. Further, working mothers are looking for convenient alternatives to breastfeeding to balance their motherhood and career, which influences the adoption rate of infant formula as it comprises a nutritional profile identical to breast milk. In response to increasing consumer knowledge, key brands are investing in new product development that combines innovative ingredients and healthy formulations. For instance, in October 2020, Kendamil, a British brand of infant formula launched a new and improved organic product. The company claims that this organic infant formula features an advanced formulation, made with 100% organic ingredients sourced exclusively across the UK, and for the first time contains Nucleotides (linked with improved immune function), Taurine (an amino acid that helps infants absorb fat) and ARA (linked with improved visual acuity and cognitive development). Thus, rising consumer interest fueled by the availability of advanced product ranges is anticipated to push the demand for organic infant formula in Europe.
