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Baby Food Austria examines the trends in the baby food market for 2006-2012, with forecasts to 2018. It examines how live birth rates, breastfeeding trends, the economic crisis, new product and packaging developments, changing attitudes and safety concerns have affected the market for baby milks, cereals, meals, drinks and finger foods.
The market for baby meals in Austria amounted to 5,366 tonnes in 2012, up 12.4% over 2006, although slightly below the 2008 peak of 5,455 tonnes. Higher growth of 23.3% was recorded at current prices, equivalent to a 7.8% increase in real terms. The strength of the discount drugmarkets has led to more competitive pricing and kept unit prices stable in real terms in recent years. Sales have also been boosted by a continuous flow of new products and by the development of new segments, such as Trinkmahlzeiten (meal drinks). Sector value in 2012 was €33.5 million (US$ 43.3 million).
Meals form the largest sector within the overall baby food market in volume terms, and second largest in value terms, and offer the most potential for future growth. Most major suppliers have concentrated their new product development efforts in this area in recent years. A major trend has been towards organically produced meals, pioneered by Hipp, and their added value has gone some way to counteracting the negative effect of downward price pressure.
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