ReportsWeb- The Baby Food Market in Italy 2017 | Página 2

Scope
- Italy's baby population (aged 0-3 years) has declined steadily since a recent peak of just over
million babies in 2009. By 2016, the total had dropped to million, a fall of 12.8% compared with
2006.
- The market for baby food stood at tons in 2016, representing a 12.8% decrease over 2010
adversely affected by the fall in the number of births, as well as by the poor economic situation.
- Wet meals are the largest category in both volume and value terms, accounting for 49% of
consumption and 41.5% of retail sales.
- All of the leading market players are involved in the local production of baby food. The market
is dominated by the multinationals Heinz and Danone with a combined 79.5% of value sales and
83.8% of volume sales in 2016.
- Vegetable-based and sweet meals account for the vast majority of exports, with milks &
cereals accounting for just 5% in 2015.
- Grocery stores account for the majority of value sales, at 84% in 2016, a share that has been
steadily rising since 2010, largely due to the convenience and lower prices often offered by the
grocery sector.
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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:
Heinz Italia SpA
Danone
Nestlé Italia SpA
Humana Italia SpA
Unifarm SpA
Hipp Italia srl
A Menarini Industrie Farmaceutiche Riunite srl
Granarolo SpA