Market Research Reports - Ken Research Baby Food Statistics Philippines - Ken Research

The growth in female labor force coupled with the increasing disposable income of
consumers has been driving the sales of Baby Food Products both in terms of revenue and
sales volume within the Philippines: Ken Research
“Growing awareness for nutritional management for infants has led many working parents
within the Philippines to adopt for healthier organic baby food options in the country.”
Population Growth in the Philippines: The Filipino population has crossed around 100 million
in the recent years along with its baby population (i.e. 0-4 years) has been evaluated at around
11.5 million as of 2017. In addition to that, heavy promotions done by baby food manufacturers
such as discounts, cash-backs, free sampling and other complementary offers have been driving
baby food sales in the Philippines. Companies also partner with different entities such as
schools. For instance, Reckitt Benckiser promotes its baby food products through branding and
collaborating with schools, events and also provides samples.
The government of Philippines has been promoting breast feeding in the country. Favorable
government regulations such as “lactation station” and maternity leaves have widely benefitted
the female working force by providing them with a greater work-life balance. Also, the
government is implementing additional policies such as promotion of breastfeeding substitutes
as well as distribution of free samples and health workers by working in line with baby food
companies. Due to this, people are discouraged to buy infant milk formula thus, impacting the
market demand.
Major Players: Some of the major players operating within the Philippines baby food market
include renowned international companies such as Nestlé SA, Reckitt Benckiser Group Plc,
Abbott Laboratories, and others. Their business operations have been further segmented on
the basis of baby food categories such as dried baby food, prepared baby food, milk formula
and others. Mead Johnson Philippines (now RB Group) was observed to grab second position
whereas Nestle took lead in terms of revenue in the year 2018. Milk formula segment was
largely dominated by Mead Johnson Philippines. As a result of which, milk formula is expected
to remain a competitive segment for multinational companies.
Launch of Innovative Products: The market also witnessed to be flourishing along with the
integration and launching of new baby food products. Major companies such as Mead Johnson
has reformulated Enfagrow A+ Four and now includes MFGM (Milk Fat Globule Membrane),
which effectively made milk formula closer to breast milk in terms of health benefits.
Conversely, the degree to which consumers believe that milk formula is safe to use is becoming
increasingly significant in the country, especially for working mothers. Additionally, new
packaging innovations were also initiated in the market by major firms as a unique strategy to