Category Insight: Baby Milk and Food

Category Insight: Baby Milk and Food
January 2015
© 2014 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel
GLOBAL
OVERVIEW
2
2
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© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel
Ethnic baby meals options become more prevalent
Greater worldwide travel and globalisation means that adults are generally eating and are exposed to a wider range of
foods from around the world, something that is trickling down into baby food. Indeed, more internationally-inspired baby
food recipes are emerging across the regions. These are likely to especially appeal to parents who want to raise more
adventurous eaters and expand their children’s palates given a world with an increasingly diverse population mix.
4
Ella's Kitchen (UK):
veggie moussaka
Nutricia (Netherlands):
Surinamese
Nestlé Barnemat
(Norway): Asian,
Mexican inspired
Ella's Kitchen My Little Big Meals
Stacked & Packed Veggie Moussaka
with 100% vegetables and lentils
topped with creamy sauce
Repackaged Nutricia Olvarit
Surinamese Chicken Dish with Sweet
Potato
Nestlé meals in ethnic recipes including
Chicken Wok and Taco with Rice and
Minced Meat
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Wholesome image of soup could help drive Baby
Food NPD – baby soups currently limited
There is potential for more baby soup products and for these to tap into the more wholesome connotations of soup. Indeed,
compared to other prepared meals, soup is seen the most widely as healthy (by 21% of UK consumers vs. just 3-5% when
thinking about ready meals, pizzas or pies). In the year to June 2014, only 1% of Baby Food launches comprised soup.
5 5
HiPP (Norway)
Nutricia (Turkey)
Srichiengmai (Thailand)
Hipp Øko organic soup range with a
source of omega 3; includes tomato
soup and vegetable soup with meat
Milupa range of soups including
Celeriac Chicken Soup (no added salt)
and 7 Vegetable Soup
Peachy Chicken and Corn Soup; made
with selected natural ingredients;
contains no preservatives, added salt
or sugar, gluten, dairy, artificial colours
or flavours
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Australian 2014 Baby Food Products
From Mintel GNPD
© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel
Top 10 claims in new product launches - Australia 2014
7
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Examples of Top Claims / Top Growing Claims – Australia 2014
HALAL
Heinz Nurture Gold+ Stage 1 Premium Infant Formula has been
repackaged in a newly designed pack. The halal certified product
retails in a recyclable 900g pack.
On the go
Organic Bubs Sweetcorn, Pumpkin & Chia is a on-the-go
product. It also claims to be carbon neutral, gluten-free, halal,
kosher, low/no/reduced lactose, microwaveable and many more
8
PREBIOTIC
Bellamy’s Organic Toddler Milk Drink claims to be prebiotic. It
also claims to be hormone-free, organic, vitamin/mineral
fortified and ethical/environmentally friendly product
GMO free
HAPPY PUFFS by Nurture (US) claim to be GMO-free, as well as
organic, gluten-free, ethical/environmentally package, low/no/
reduced sugar and no additives/preservatives
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Top 15 Ingredients in new product launches - Australia 2014
9
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Package Types in new product launches - Australia 2014
10
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FASTEST GROWING AND NEW EMERGING INGREDIENTS–
Australia 2014
SALMON
Happy Baby Hearty Meals Super Salmon Baby Food contains a Blend
of wild Alaskan salmon, quinoa, corn, apple and peas. It is designed for
babies over seven months of age and said to be made according to tasty
recipes using yummy ingredients.
CHIA OIL
Bellamy's
Organic
Ready2Go!
Vanilla
Milk
Drink
is aa Blend
Happy Baby
Hearty
Meals Pumpkin
Super
Salmon
Baby
contains
Organic
Bubs
Sweetcorn,
&Children's
Chia
is aFood
on-the-go
formulated
milk
young
children
from
three
years
oldfor
of wild Alaskan
corn,
apple
and peas.
It is designed
product.
Itsupplementary
alsosalmon,
claims quinoa,
to
befor
carbon
neutral,
gluten-free,
halal,
onwards.
Oneseven
serving
meets
child's
needs
babies low/no/reduced
over
months
of50%
ageofand
saiddaily
to bedairy
made
according
to tasty
kosher,
lactose,
microwaveable
and
many more
recipes using yummy ingredients.
AMARANTH SEED
Organic Bubs Banana & Apricot Power Porridge with lumps and
bumps is suitable for babies from six months onwards. This carbon
neutral baby meal is crammed with nothing but wholesome organic food
including, flaxseed, brown rice, millet and amaranth that is a nutritious
gluten-free alternative to grains.
MINERALS
Nestlé Nan Comfort 2 Follow-On Infant Formula with Probiotics is
suitable for babies from six months of age onwards and is specifically
designed to meet the needs of growing infants and to support their
digestive system.
mintel.com
APPENDIX:
Product
Examples
12
SPC My Daily Fruit Apple with Banana + Mango Purée
Company:
SPC Ardmona
Country:
Australia
Date Published: Nov 2014
ID: 2787981
Sub-Category:
Baby Fruit Products, Desserts & Yogurts
Price (local):
Price (major
currencies):
AUD4.40
$3.90 / €2.91
SPC My Daily Fruit Apple with Banana + Mango Purée comprises
mixed fruit purée with pear pieces and no artificial colours,
flavours or preservatives. It is said to make less mess for little
hands as the purée is easy to spoon out without the mess of fruit
with juice or syrup. The product made with 100% Australian fruit
and contains the daily intake of fruit …
Ingredients: Apple Puree (Puree, Pure), Pear (Diced), Banana Puree (Puree, Pure), Mango Puree (Puree,
Pure), Vitamin C (Food Acids, Antioxidants), Natural Flavouring Substance (Natural),
Annatto (Food Colours…
Claims:
13
Ethical - Environmentally Friendly Package, No Additives/Preservatives, Babies & Toddlers
(0-4), Ease of Use
mintel.com
Bellamy's Organic Ready2Go! Vanilla Children's Milk Dri…
Company:
Bellamy's Organic
Country:
Australia
Date Published: Sep 2014
ID: 2670843
Sub-Category:
Growing Up Milk (1-4 years)
Price (local):
Price (major
currencies):
AUD1.99
$1.77 / €1.32
Bellamy's Organic Ready2Go! Vanilla Children's Milk Drink is a
formulated supplementary milk for young children from three
years old onwards, designed to complement the dietary needs of
toddlers who may require additional intakes of energy and
nutrients. One serving meets 50% of child's daily dairy needs. It
contains prebiotics, omega-3 and 16 vitamins and m…
Ingredients: Filtered Water (Filtered), Milk Powder (Organic, Powdered) (Skim Milk (Skimmed), Lactose),
Banana (Organic), Honey (Organic), Rice Cereal (Organic) (Rice Flour, Herbs), Vegetable
Oils (Organic, V…
Claims:
14
No Additives/Preservatives, GMO-Free, Prebiotic, On-the-Go, Ethical - Environmentally
Friendly Product, Organic, Social Media, Babies & Toddlers (0-4), Children (5-12)
mintel.com
S-26 Gold AR Thickened Premium Infant Formula
Company:
Aspen Nutritionals
Country:
Australia
Date Published: Aug 2014
Sub-Category:
Baby Formula (0-6 months)
Price (local):
Price (major
currencies):
AUD28.99
$24.64 / €18.40
S-26 Gold AR Thickened Premium Infant Formula has been
specially formulated for babies with regurgitation, and with
ingredients for brain and eye development, bone and tissue
grown and maintenance, gastrointestinal healthy development,
and healthy immune system development. The nutritionally
ID: 2605911
complete formula contains a special blend of ingredients for
infant…
Ingredients: Skimmed Milk Powder (Fat Free, Powdered), Vegetable Oils (Vegetable Based) (Soybean Oil
(Soybean Oil Derived)), Lactose, Corn Starch (Precooked), Dried Glucose Syrup (Solid), Soy
Lecithin (Emulsi…
Claims:
15
Brain & Nervous System (Functional), Immune System (Functional), Other (Functional),
Ethical - Environmentally Friendly Package, Babies & Toddlers (0-4), Premium, Digestive
(Functional), Bone Health
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Happy Puffs Organic Purple Carrot & Blueberry Rice Puff…
Company:
Nurture
Country:
Australia
Date Published: Apr 2014
ID: 2357907
Sub-Category:
Baby Snacks
Price (local):
Price (major
currencies):
AUD7.49
$6.28 / €4.69
Happy Puffs Organic Purple Carrot & Blueberry Rice Puffs are solid
finger food for babies from 6 months onwards when the babies
can crawl on their hands and knees without their tummy touching
the ground. The organic certified product is free from gluten,
added sugars, preservatives, and GMO. It is said to be a source of
iron, and is sweetened with 100% fruit…
Ingredients: Brown Rice Flour (Organic), White Rice Flour (Organic), Apple Juice Concentrate (Organic,
Concentrate), Calcium Carbonate (Food Colours), Blueberry Powder (Organic, Powdered),
Purple Carrot Extra…
Claims:
16
No Additives/Preservatives, Low/No/Reduced Allergen, GMO-Free, Organic, Ethical Environmentally Friendly Package, Low/No/Reduced Sugar, Gluten-Free, Social Media,
Babies & Toddlers (0-4)
mintel.com
Rafferty's Garden Pear and Superberries
Company:
Rafferty's Garden
Country:
Australia
Date Published: Mar 2014
ID: 2353421
Sub-Category:
Baby Fruit Products, Desserts & Yogurts
Price (local):
Price (major
currencies):
AUD1.87
$1.56 / €1.16
Rafferty's Garden Pear and Superberries is a premium quality first
food for babies aged four months and older. It is free from added
water, salt, sugar, concentrates or juices, artificial colours,
flavours, preservatives, additives, dairy, wheat, lactose, gluten or
GM ingredients. The on the go baby food is halal certified,
microwavable and can be simply sha…
Ingredients: Pear, Blueberry, Blackcurrant, Acai
Claims:
17
Low/No/Reduced Lactose, No Additives/Preservatives, Low/No/Reduced Allergen, GMO-Free,
Ease of Use, On-the-Go, Microwaveable, Halal, Gluten-Free, Babies & Toddlers (0-4),
Premium
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Baby Milk and Food Definition
18
Baby Formula (0-6 months): Includes all baby milk formula for infants up to the age of 6
months. It can be in a number of formats including powder, liquid and ready to feed. The
formula is generally animal, soy or vegetable based.
Baby Formula (6-12 months): Includes all baby milk formula for infants from 6-12
months. It can be in a number of formats including powder, liquid and ready to feed. The
formula is generally animal, soy or vegetable based.
Growing Up Milk (1-4 years): Includes all formats of “milk” for children designed to assist
in the early stages of life. This sub-category is specifically for 1-4 year olds. It is normally
enriched with vitamins and minerals to aid a child’s growth and development. It can be in a
number of formats including powder, liquid and ready to feed. The formula is generally
animal, soy or vegetable based. Continuation milks with cereal content are categorised
here.
Growing Up Milk (4+ years): Includes all formats of “milk” for children designed to assist
in the early stages of life. This sub-category is specifically for 4+ year olds. It is normally
enriched with vitamins and minerals to aid a child’s growth and development. It can be in a
number of formats including powder, liquid and ready to feed. The formula is generally
animal, soy or vegetable based.
Biscuits & Rusks: This subcategory is for all biscuits, rusks and crackers positioned for
babies and toddlers.
Cereals: These products are often a baby's first introduction to solid food and are
commonly in powdered format but may also be ready to eat in jars or pots. Breakfast
cereals marketed at babies, like corn flakes for babies (eg. the 2nd variant on record
390979) are also categorised here. Includes semolina, porridges and creamed rice.mintel.com
continued…
Baby Milk and Food Definition
19
•  Fruit Products, Desserts & Yogurts: Products in this subcategory include single fruits
purées, multi fruits purées, fruit and cereal combinations, milky desserts, yogurts as well as
fruit pieces specified for babies & toddlers. Fruit flavoured snacks should be categorised under
Baby Food - Snacks.
•  Juices & Drinks: Beverages for babies in all formats (including beverage mixes and
concentrates). Includes fruit juices and fruit and cereal drinks, as well as drinks that claim to
also be a meal. Milk drinks and formulas should be categorised under the relevant formula
and growing up milk subcategories.
•  Other Baby Food: This category includes food items designated for babies and toddlers that
do not fall into the other subcategories. Includes products such as cheese for babies,
individual sauces for pasta and separate pasta items, as well as dressings for babies.
Excludes products intended to treat dehydration or medical conditions (these fall under
Healthcare).
•  Savoury Meals & Dishes: These products range from vegetable purées, soups, meat
preparations, mixed vegetable purées, vegetarian menus (complete meals), complete
vegetable meals with meat or fish and all other complete meals.
•  Snacks: Items positioned as snacks for babies belong under this subcategory unless they are
items that call themselves snacks but are actually puddings, biscuits, etc. These should be
categorised under the relevant subcategories, so for example, 921922 Toddler Puddings
Snacks should be categorised under Fruit Products, Desserts & Yogurts, because it is a type of
dessert. While this subcategory includes fruit flavoured snacks, snacking fruit should be
categorised under Fruit Products, Desserts & Yogurts.
mintel.com
Abbreviations: CAGRs (Compound Annual Growth Rates); NPD (New Product Development); APAC (Asia Pacific)
Products from GNPD
Monitoring New Product Trends and Innova6ons Website www.gnpd.com
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© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel
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