The Baby Food Sector in Austria, 2019

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

Austria is one of the richest countries in the world in terms of GDP per capita with generally high standard of living. The adoption of healthier eating habits is well established in Austria. Austrian parents traditionally spent time preparing meals in the home for their offspring rather than purchasing ready-made alternatives. However, the significant reduction in industrially prepared baby food prices since Austria's entry to the EU, coupled with the downward pressure on prices due to the influence of hard discounters, has made the category increasingly attractive to consumers, making wet meals & others currently the fastest growing category within the Austrian baby food market. In addition, the extensive range of varieties available, particularly those with organic or other health claims, has reassured parents as to the safety and suitability of these products. In Austria in general, the press reported an increase in home cooking in 2012, and a consequent decline in the purchase of ready meals, but this trend has not been specifically evident in the case of baby food.

What else does this report offer?

- Consumption data based upon a unique combination of industry research, fieldwork, market sizing work and our in-house 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.

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.

Companies mentioned

Hipp GmbH & Co Export KG

Milupa GmbH (Danone)

BWK GmbH

Nestlé Österreich GmbH

Maresi Austria GmbH

Hipp GmbH & Co Export KG

Milupa GmbH (Danone)

BWK GmbH

Nestlé Österreich GmbH

Maresi Austria GmbH

Table of Contents

Table of Contents

Introduction

Executive Summary

Definitions

Background to the Market

Birth

The Consumer

Socio-Demographic Trends

Working Women

Regulations

Breastfeeding Trends

Overview

Sector Overview

Manufacturers ...

Table of Contents

Introduction

Executive Summary

Definitions

Background to the Market

Birth

The Consumer

Socio-Demographic Trends

Working Women

Regulations

Breastfeeding Trends

Overview

Sector Overview

Manufacturers Shares

Category Analysis

Baby Milks

Baby Cereals

Baby Meals

Baby Drinks

Finger Foods

Production and trade

Production

Imports

Exports

Company profiles

Hipp GmbH & Co Export KG

Milupa GmbH (Danone)

BWK

Nestlé Österreich GmbH

Maresi Austria GmbH

Distribution

Baby Food Retailing

Economic Background

Key Macro-economic Forecasts

Prospects and forecasts

Birth & Population Projections

Forecast Overview

Consumer Attitude

Appendix

List of Tables

List of Tables

Table 1: Birth & Population Trends, 2007-2018

Table 2: Number of Births by Region, 2012-2016

Table 3: Families with Children Under the ...

List of Tables

Table 1: Birth & Population Trends, 2007-2018

Table 2: Number of Births by Region, 2012-2016

Table 3: Families with Children Under the Age of Three, 2011-2016

Table 4: Family Status, 1995-2017

Table 5: Live Births by Age Group of Mother, 2014 - 2016

Table 6: Number of Women of Childbearing Age by Age Group, 2014 & 2016

Table 7: Working Women, 2012-2017

Table 8: Women in Employment by Age, 2012

Table 9: Breastfeeding Rates by Age of Baby, 2006

Table 10: Breastfeeding Initiation by Socio-Demographic Factors, 2006

Table 11: Breastfeeding Duration by Socio-Demographic Factors, 2006

Table 12: Sector Size, 2018, & Growth Rates, 2012-2018

Table 13: Baby Food: Manufacturer Market Shares, Value, %, 2012-2018

Table 14: Baby Food: Manufacturer Shares by Category, %, 2018

Table 15: Baby Milks: Category Size, 2018

Table 16: Baby Milks: Category Growth, % 2012-2018

Table 17: Powdered Baby Milks: Brand Price Positioning Analysis, 2018

Table 18: Liquid Baby Milks: Brand Price Positioning Analysis, 2018

Table 19: Baby Milks: Manufacturer Shares, Value & Volume, %, 2012-2018

Table 20: Baby Cereals: Category Size, 2018

Table 21: Baby Cereals: Category Growth, % 2012-2018

Table 22: Baby Cereals: Market Segmentation, % Value, 2012-2018

Table 23: Baby Cereals: Brand Price Positioning Analysis, 2018

Table 24: Baby Cereals : Manufacturer Shares, Value & Volume, %, 2012-2018

Table 25: Baby Meals: Category Size, 2018

Table 26: Baby Meals: Category Growth, % 2012-2018

Table 27: Baby Meals: Brand Price Positioning Analysis, 2018

Table 28: Baby Meals: Manufacturer Shares, Value & Volume, %, 2012-2018

Table 29: Baby Drinks: Category Size, 2018

Table 30: Baby Drinks: Category Growth, % 2012-2018

Table 31: Baby Juices & Teas: Market Segmentation, Volume & Value, 2012-2018

Table 32: Baby Drinks: Brand Price Positioning, 2018

Table 33: Baby Juices: Manufacturer Shares, Value & Volume, %, 2012-2018

Table 34: Baby Teas: Manufacturer Shares, Value & Volume, %, 2012-2018

Table 35: Finger Foods: Brand Price Positioning, 2018

Table 36: Baby Food: Sales by Outlet Type, % Value, 2014-2018

Table 37: Key Macro-Economic Indicators, 2012-2018

Table 38: Key Macro-Economic Forecasts, 2018-2024

Table 39: Birth & Population Projections, 2012-2024

Table 40: Baby Population, Number of Babies (’000), 2007-2024

Table 41: Number of Women of Childbearing Age by Age Group, 2014-2020

Table 42: Baby Food: Market Value, Current Prices, 2012-2018

Table 43: Baby Food: Market Value, Constant Prices, 2012-2018

Table 44: Baby Food: Market Value, US$ Million, 2012-2018

Table 45: Baby Food: Market Volume, Tons, 2012-2018

Table 46: Baby Food: Per Capita Expenditure, Current Prices, 2012-2018

Table 47: Baby Food: Per Capita Expenditure, Constant Prices, 2012-2018

Table 48: Baby Food: Per Capita Expenditure, US$ Dollars Prices, 2012-2018

Table 49: Baby Food: Per Capita Consumption, Grams, 2012-2018

Table 50: Baby Milks: Category Segmentation, Value & Volume, 2012-2018

Table 51: Powder Baby Milks: Brand Price Analysis, 2018

Table 52: Liquid Baby Milks: Brand Price Analysis, 2018

Table 53: Imports of Baby Food by Category, Tons, 2012-2016

Table 54: Imports of Baby Food by Category, € ‘000, 2012-2016

Table 55: Baby Milks & Cereals: Imports by Country of Origin, 2014-2016

Table 56: Other Baby Food: Imports by Country of Origin, 2014-2016

Table 57: Exports of Baby Food by Category, Tons, 2012-2016

Table 58: Exports of Baby Food by Category, € `000, 2012-2016

Table 59: Baby Milks & Cereals: Exports by Country of Destination, 2014-2016

Table 60: Other Baby Food: Exports by Country of Destination, 2014-2016

Table 61: Baby Food: Market Value Forecasts, Current Prices, 2018-2024

Table 62: Baby Food: Market Value Forecasts, Constant Prices, 2018-2024

Table 63: Baby Food: Market Value Forecasts, US$ Million, 2018-2024

Table 64: Baby Food: Market Volume Forecasts, Tons, 2018-2024

Table 65: Baby Food: Per Capita Expenditure, Current Prices, 2018-2024

Table 66: Baby Food: Per Capita Expenditure, US$, 2018-2024

Table 67: Baby Food: Per Capita Consumption, Grams, 2018-2024

List of Figures

List of Figures

Figure 1: Baby Food: Sector Size, 2012-2018

Figure 2: Baby Food: Per Capita, 2012-2018

Figure 3: Baby Food: Sector Segmentation, 2018

Figure ...

List of Figures

Figure 1: Baby Food: Sector Size, 2012-2018

Figure 2: Baby Food: Per Capita, 2012-2018

Figure 3: Baby Food: Sector Segmentation, 2018

Figure 4: Baby Food: Manufacturer Shares, Value %, 2018

Figure 5: Baby Food: Manufacturer Shares, Value %, 2018

Figure 6: Baby Food: Manufacturer Shares, Volume %, 2018

Figure 7: Baby Food: Manufacturer Shares by Category, % Value, 2018

Figure 8: Baby Milks: Category Trends, 2012-2018

Figure 9: Baby Milks: Per Capita Expenditure & Consumption, 2012-2018

Figure 10: Baby Milks: Per Capita Expenditure & Consumption by Age Group, 2012-2018

Figure 11: Baby Milks: Segmentation, Value and Volume, 2012-2018

Figure 12: Baby Cereals : Category Trends, 2012-2018

Figure 13: Baby Cereals : Per Capita Expenditure & Consumption, 2012-2018

Figure 14: Baby Meals : Category Trends, 2012-2018

Figure 15: Baby Meals : Per Capita Expenditure & Consumption, 2012-2018

Figure 16: Baby Drinks : Category Trends, 2012-2018

Figure 17: Baby Drinks : Per Capita Expenditure & Consumption, 2012-2018

Figure 18: Baby Food Sector Size, 2018-2024

Figure 19: Baby Food: Per Capita, 2018-2024

Figure 20: Baby Food: Sector Segmentation, 2024

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