Italy Baby Food Market Size and Share by Categories, Distribution and Forecast to 2029

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Italy Baby Food Market Report Overview

The baby food sector sales in Italy were EUR636.6 million in 2022. The market will achieve a CAGR of more than 3% during 2022-2028. The Italy baby food market outlook includes demographic and socio-economic trends to aid clients in effective decision-making.

Italy Baby Food Market Outlook 2022-2028 (EUR Million)

Italy Baby Food Market Outlook, 2023-2029 (EUR Million)

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The Italy baby food market insights cover current and future trends that will influence the baby food industry. This report collates multiple data sources to offer a comprehensive baby food sector overview in Italy from 2022 to 2028.

Market Size (2023) EUR672.6 million ($727.2 million)
CAGR (2023-2029) >2%
Historical Period 2017-2022
Forecast Period 2023-2029
Key Categories ·        Baby Wet Meals & Other

·        Baby Milks

·        Baby Cereals & Dry Meals

·        Baby Finger Food

·        Baby Drinks

Key Distribution Channels ·        Hypermarkets & Supermarkets

·        Drugstores & Pharmacies

·        E-retailers

·        Convenience Stores

·        Others

Leading Manufacturers ·        Nestlé

·        HiPP

·        Danone

·        Humana

·        The Kraft Heinz Company

·        Unifarm

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Italy Baby Food Market Trends

Italians actively seek out convenient, economical, and natural baby care products. Manufacturers will leverage this consumer purchase-behavior trend and target mothers by developing organic baby food ranges. Furthermore, breastfeeding in Italy will continue to be regarded by most mothers as the healthiest way of providing nutrition for babies. However, more women stopping breastfeeding after their maternity breaks will propel the demand for infant food, baby cereals & dry meals, and baby wet meals.

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Italy Baby Food Market Segmentation by Categories

Baby wet meals & other category had the largest baby food value sales in 2022

Baby wet meals & other category had the largest baby food value sales in 2022

The key categories in the Italy baby food market are:

  • Baby Milks
  • Baby Cereals & Dry Meals
  • Baby Wet Meals & Other
  • Baby Finger Food
  • Baby Drinks

Baby wet meals & other also accounted for the highest volume share in the Italy baby food market during 2022. This category largely refers to wet savory meals and sweet meals. The products are sold in a wide variety of pack types, including pouches, cups, and jars.

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Segments Covered in the Report

Italy Baby Food Categories Outlook (Value, EUR Million, 2016-2028)

  • Baby Milks
  • Baby Cereals & Dry Meals
  • Baby Wet Meals & Other
  • Baby Finger Food

Italy Baby Food Distribution Outlook (Value, EUR Million, 2016-2028)

  • Hypermarkets & Supermarkets
  • Drugstores & Pharmacies
  • E-Retailers
  • Convenience Stores
  • Others

Italy Baby Food Market Segmentation by Distribution Channels

Hypermarkets & supermarkets distribution channel witnessed the highest baby food sales in 2022

Italy Baby Food Market Analysis by Distribution Channels, 2023 (%)

The key distribution channels in the Italy baby food market are:

  • Hypermarkets & Supermarkets
  • Drugstores & Pharmacies
  • E-Retailers
  • Convenience Stores
  • Others

Drugstores & pharmacies followed the lead and ranked second in terms of baby food sales value in 2022. These channels remain crucial for baby milk sales. However, these outlets have lost a significant share to hypermarkets & supermarkets in recent years. The widely available baby food categories have enabled hypermarkets & supermarkets to emerge as the most popular distribution channel in the market.

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Italy Baby Food Market - Competitive Landscape

Danone garnered the highest baby food market value and volume in 2022

Italy Baby Food Market Analysis by Manufacturers, 2023 (%)

The leading baby food manufacturers in Italy are:

  • Danone
  • The Kraft Heinz Company
  • Nestlé
  • Humana
  • Unifarm
  • HiPP
  • Holle

In 2022, Danone became the baby food market leader in Italy through its key brands – Mellin, Aptamil, and Milupa The Kraft Heinz Company and Nestlé followed the lead among other baby food companies.

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Latest News and Developments

  • In June 2021, The Kraft Heinz Company introduced recyclable baby food pouches in collaboration with its packaging partner, Gualapack. Fruit purées offered under the Plasmon brand are packed in these pouches.

Scope

This report provides:

  • Consumption data based upon a unique combination of industry research, fieldwork, market sizing work. In-house expertise to offer extensive trends and dynamics data affecting the industry.
  • Detailed company profiles considering their entry in the baby food industry with key product sectors.
  • Market profile of the various product sectors with their key features & developments. Extensive insights about product segmentation, per capita trends, and the various manufacturers & brands.
  • Baby food industry retailing overview with company revenues along with the distribution channel insights.
  • Future projections considering various baby food market trends that are likely to affect the industry.

Key Highlights

Value sales of baby milks increased from EUR178.9 million ($202.1 million) in 2017 to EUR187.5 million ($202.7 million) in 2023, at a CAGR of 0.8%.

Baby cereals & dry meals volumes contracted from 6.25 million kg in 2017 to 5.3 million kg in 2023, declining at a negative CAGR of 2.7% during 2017-23.

Value sales of the baby wet meals & others category increased from EUR283 million ($319.7 million) in 2017 to EUR305.1 million ($329.9 million) in 2023, registering a CAGR of 1.3%.

During 2017-23, PCC of baby finger food contracted by 1.4% to 6.9kg in 2023.

During 2017-23, PCC of baby drinks remained unchanged, totaling 1.4kg in 2023.

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.
  • Understand individual product category consumption to align your sales and marketing efforts with the latest trends in the market.
  • Investigate which categories are performing the best and how this is changing market dynamics.

Danone
The Kraft Heinz Company
Nestlé
Humana
Unifarm
HiPP

Table of Contents

  • 1. Executive Summary
  • 2. Market Environment

    • 2.1. Value and Volume Growth Analysis by Region
    • 2.2. Growth Analysis of Italy Compared with Other Leading Countries in Western Europe
    • 2.3. PCC and PCE of Italy Compared with Global and Western European Markets

  • 3. Background

    • 3.1. Births
    • 3.2. The Consumer
    • 3.3. Sociodemographic Trends
    • 3.4. Working Women
    • 3.5. Breastfeeding Trends
    • 3.6. Regulations

  • 4. Overview

    • 4.1. Italy Baby Food Sector Snapshot
    • 4.2. Market Size Analysis
    • 4.3. Manufacturer Shares

  • 5. Category Analysis

    • 5.1. Baby Milks
    • 5.2. Baby Cereals & Dry Meals
    • 5.3. Baby Wet Meals & Other
    • 5.4. Baby Finger Food
    • 5.5. Baby Drinks

  • 6. Production and Trade

    • 6.1. Imports
    • 6.2. Exports
    • 6.3. Production

  • 7. Distribution

    • 7.1. Channel Share Analysis
    • 7.2. Baby Food Retailing

  • 8. Economic Background

    • 8.1. GDP Growth and Inflation

  • 9. Prospects and Forecasts

    • 9.1. Future Trends

  • 10. Appendix

Table

Birth & population trends, 2008-29

Birth rate by area (2011, 2013, 2015, and 2019-21) and number of births (2015 and 2019-22)

Birth rate by area, 2017-22

Live births by region, 2011, 2013, 2015-17, and 2019-22

Households not living in poverty, 2010-13

Baby food sales, by geographical region, 2010

Age of mother at birth of baby, 2010, 2013, 2015-22

Female employment trends, 2010-21

Female employment rates by age group, 2017 and 2020-21

Breastfeeding trends by macro region, 2000, 2005, and 2013

Breastfeeding rates on leaving hospital, by region, 2013

Prevalence of breastfeeding in Emilia-Romagna, 1999, 2002, 2005, 2008, and 2011

Breastfeeding in Lombardy, 2006 and 2012

Breastfeeding in Emilia-Romagna, by nationality of mother, 2011

Average length of breastfeeding by macro region, 2000, 2005, and 2013

Leading categories (value and volume), 2023

Baby food: manufacturer shares, value, %, 2017-23

Baby food: manufacturer shares, volume, %, 2017-23

Baby food: manufacturer shares by category, %, 2023

Baby milks: SKUs by pack type, 2023

Baby milks: SKUs by pack size, 2023

Baby milks: brand price positioning analysis, 2023

Baby milks: manufacturer shares, value & volume, %, 2017-23

Baby milks: manufacturer & brand shares, value %, 2017-23

Baby milks: manufacturer & brand shares, volume %, 2017-23

Baby cereals & dry meals: SKUs by pack type, 2023

Baby cereals & dry meals: SKUs by pack size, 2023

Baby cereals & dry meals: brand price positioning analysis, 2023

Baby cereals & dry meals: manufacturer shares, value & volume, %, 2017-23

Baby cereals & dry meals: manufacturer & brand shares, value %, 2017-23

Baby cereals & dry meals: manufacturer & brand shares, volume %, 2017-23

Baby wet meals & others: SKUs by pack type, 2023

Baby wet meals & others: SKUs by pack size, 2023

Baby wet meals & others: brand price positioning analysis, 2023

Baby wet meals & others: manufacturer shares, value & volume, %, 2017-23

Baby wet meals & others: manufacturer & brand shares, value %, 2017-23

Baby wet meals & others: manufacturer & brand shares, volume %, 2017-23

Baby finger food: SKUs by pack type, 2023

Baby finger food: SKUs by pack size, 2023

Baby finger food: brand price positioning analysis, 2023

Baby finger food: manufacturer shares, value & volume, %, 2017-23

Baby finger food: manufacturer & brand shares, value %, 2017-23

Baby finger food: manufacturer & brand shares, volume %, 2017-23

Baby drinks: SKUs by pack type, 2023

Baby drinks: SKUs by pack size, 2023

Baby drinks: brand price positioning analysis, 2023

Baby drinks: manufacturer shares, value & volume, %, 2017-23

Baby drinks: manufacturer & brand shares, value %, 2017-23

Baby drinks: manufacturer & brand shares, volume %, 2017-23

Baby milks & cereals: trends in imports (volume), 2015-22

Baby milks & cereals: trends in imports (value), 2015-22

Imports of baby milks & cereals by country of origin (volume), 2020-22

Imports of baby milks & cereals by country of origin (value), 2020-22

Other baby food: trends in imports (volume), 2015-22

Other baby food: trends in imports (value), 2015-22

Imports of other baby food by country of origin (volume), 2020-22

Imports of other baby food by country of origin (value), 2020-22

Baby milks & cereals: trends in exports (volume), 2015-22

Baby milks & cereals: trends in exports (value), 2015-22

Exports of baby milks & cereals by country of destination (volume), 2020-22

Exports of baby milks & cereals by country of destination (value), 2020-22

Other baby food: trends in exports (volume), 2015-22

Other baby food: trends in exports (value), 2015-22

Exports of other baby food by country of destination (volume), 2020-22

Exports of other baby food by country of destination (value), 2020-22

Baby food: sales by outlet type, % value, 2017-23

Baby food: sales by type of food & outlet type, % value, 2023

Baby food: sales by channel, 2012, 2014, and 2016-17

Baby population, number of babies (’000), 2008-29

Baby food: market value, current prices ($ million), 2017-23

Baby food: market value, constant prices, 2017-23

Baby food: market volume, million kg, 2017-23

Baby food: PCE, current prices ($), 2017-23

Baby food: PCE, constant prices, 2017-23

Baby food: PCC, kg, 2017-23

Baby milks: category segmentation, value & volume, 2017-23

Baby food: market value forecasts, current prices ($ million), 2023-29

Baby food: market value forecasts, constant prices, 2023-29

Baby food: market volume forecasts, million kg, 2023-29

Baby food: PCE forecasts, current prices ($), 2023-29

Baby food: PCE forecasts, constant prices, 2023-29

Baby food: PCC forecasts, kg, 2023-29

Exchange rates: LCU per $, 2017-23

Exchange rates: LCU per $, 2024-29

SKUs allocation by product type

Category definitions

Terminology definitions

Figures

Italy’s value and volume shares in the global and the Western European baby food sectors, 2023-28

Italy compared with other leading countries in terms of market share, growth, and competitive landscape

PCC comparison – Italy, Western Europe, and global, 2018-28

PCE comparison – Italy, Western Europe, and global, 2018-28

Purchasing criteria for baby food, 2016

Italy: In light of the rising cost of living, how have your shopping habits changed for baby care and child care products?

Italy: What is your choice of pack size in the baby care and child care products category?

Italy: How likely are you to trust recommendations from a virtual assistant (e.g. using artificial intelligence) to buy baby care and child care products?

Italy: How important is each of the following features when deciding to make a purchase?

Baby food: sector size (value), 2017-23

Baby food: sector size (volume), 2017-23

Market size and growth analysis by value and volume, baby food sector, 2017-29

Baby food: manufacturer shares, value %, 2023

Baby food: manufacturer shares, volume %, 2023

Baby food: manufacturer shares by category, % value, 2023

Market size and growth analysis by value and volume, baby milks category, 2017-29

Baby milks: PCE & PCC, 2017-23

Baby milks: PCE & PCC by age group, 2017-23

Baby milks: segmentation, value, and volume, 2017-23

Market size and growth analysis by value and volume, baby cereals & dry meals category, 2017-29

Baby cereals & dry meals: PCE & PCC, 2017-23

Market size and growth analysis by value and volume, baby wet meals & others category, 2017-29

Baby wet meals & others: PCE & PCC, 2017-23

Market size and growth analysis by value and volume, baby finger food category, 2017-29

Baby finger food: PCE & PCC, 2017-23

Market size and growth analysis by value and volume, baby drinks category, 2017-29

Baby drinks: PCE & PCC, 2017-23

Share of key distribution channels (in value terms) – baby food, 2023

Key distribution channel share by category (in value terms), 2023

GDP at current prices (EUR billion)

Real GDP growth rate (%)

Consumer price inflation (%)

Unemployment rate (%)

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