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The Baby Food Sector in Austria, 2019

The Baby Food Sector in Austria, 2019

  • February 2019
  • 120 pages
  • ID: 5748411
  • Format: PDF

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The Baby Food Sector in Austria, 2019

Summary
Austria is one of the richest countries in the world in terms of GDP per capita, ranking 13th in 2015, according to World Bank data, with an average of US$47,824 per capita.The number of births rose steadily up to 2016, but fell back in both 2017 and 2018 to 85,620 in the latter year.

Living standards are generally high and, as Austria was one of the few countries to emerge relatively unscathed from the 2008 economic crisis, they have been maintained at a higher level than in most of Europe. As a result, baby food is affordable to most of the population and organic products are popular.

Despite an already high per capita consumption rate, sales have been buoyant, and continued to increase in 2017 and 2018 despite the fall in the number of babies born. Value sales rose by 36% from 2012 to 2018 to reach €144.4 million (US$149.2 million). Consumption increased by 16% across the same period, to 14,616 tons The market has been stimulated by manufacturers’ efforts to extend the period of commercial feeding into the toddler age group and by product innovation. Per capita consumption among babies aged 0-3 years has risen by nearly 5% to 56kg in 2018.

In value terms, sales of milks rose by 38% over the period to reach €75.5 million (US$88.4 million), while meals saw growth of 48%, resulting in sales of €51.1 million (US$59.8 million) in 2018. Baby milks account for just over half of all retail sales (52%), and meals for a further 35%. In volume terms, however, meals are dominant, claiming over 46% of total consumption. Baby milks and baby meals have outperformed the other categories, and as a result, both milks and meals have increased their share of sales in volume over the review period, while cereals and drinks have seen their shares decline.

Whilst grocery multiples have made inroads, they have not had the same impact on reducing the dominance of the drugstore/ pharmacy combination in Austria as in many other European countries.Baby foods are retailed primarily through drugmarkets/ drugstores and food outlets, with the former claiming over 70% of total baby food sales.

Pharmacies play a limited role, having become increasingly marginalized by drugmarkets/drugstores.

The report "The Baby Food Sector in Austria, 2019", is an analytical report which provides extensive and highly detailed current and future market trends in the Austrian market.

The report offers -
- Consumption data based upon a unique combination of industry research, fieldwork, market sizing work and expertise to offer extensive data about the trends and dynamics affecting the industry
- Detailed profile of the companies operating and new companies considering entry in the industry along with their key focus product sectors
- Market profile of the various product sectors with the key features & developments, segmentation, per capita trends and the various manufacturers & brands
- Overview of baby food retailing with a mention of the major retailers in the country along with the distribution channel
- Future projections considering various trends which are likely to affect the industry

Companies mentioned: Hipp GmbH & Co Export KG, Milupa GmbH (Danone),BWK GmbH,Nestlé Österreich GmbH, Maresi Austria GmbH

Scope
- The market has been stimulated by manufacturers’ efforts to extend the period of commercial feeding into the toddler age group and by product innovation. Per capita consumption among babies aged 0-3 years has risen by nearly 5% in 2018.
- Baby milks account for just over half of all retail sales, and meals for a further 35%. In volume terms, however, meals are dominant, claiming over 46% of total consumption.
- Baby milks and baby meals have outperformed the other categories, and as a result, both milks and meals have increased their share of sales in volume over the review period, while cereals and drinks have seen their shares decline.
- Baby foods are retailed primarily through drug markets/ drugstores and food outlets, with the former claiming over 70% of total baby food sales.
- The introduction of new packaging formats, including meals in re-closable plastic pots and pouches, may attract new consumers to the market, as these products are promoted as tasting better, preserving more nutrients, and as less harmful to the environment than jarred meals.
- Private consumption has grown at a robust pace despite rising inflation. Falling unemployment in the country has led to a rising consumer confidence. Household consumption expenditure grew by 2.2% in 2017.

Reasons to buy
- Evaluate important changes in consumer behavior and identify profitable markets and areas for product innovation.
- Analyse current and forecast behavior trends in each category to identify the best opportunities to exploit.
- Detailed understanding of consumption by individual product categories in order to align your sales and marketing efforts with the latest trends in the market.
- Investigates which categories are performing the best and how this is changing market dynamics.

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