IDM ¦ Markets
3A Business Consulting
The global baby food (excluding IMF) market – a growing
market driven by innovative product development
Authors: Tage Affertsholt (photo) and Andreas Watson work at 3A Business Consulting in Denmark.
This article is based upon their recent report Global Market for Baby Food (Excluding IMF) and dairy
proteins 2019-2024
The industry for baby food excluding IMF is dedicated
to satisfying the nutritional needs of babies by highly
convenient products for everyday use or snacking. The
market is segmented into three major categories, being
prepared baby food such as products in cans, jars or
pouches, none of which require any cooking preparation; dried baby
food that requires the addition of water before consumption, and
“other” baby food including any other product marketed for babies
such as fruit juices, baby rusks and snacks.
The data and trends presented in this article are based upon the new
study “Global Market for Baby Food (excluding IMF i.e. infant milk formula)
and dairy proteins” published by 3A Business Consulting in December
2019, covering the global market for baby food excluding IMF
2019-2024. In this report, the latest estimates on market size and prospective
growth by region, country and product category are analysed and
presented. Furthermore, major consumer trends and key player profiles in
the baby food industry are described. Finally, the report contains analysis
and volume forecast for the whey and milk proteins used in baby food.
A real growth market
The global market for baby food amounted to around USD 18.5 billion
in 2019 with Asia accounting for most of total sales. Several key growth
drivers of the baby food market exist. The increasing number of working
mothers driven by economic growth creating jobs that bring more
women into the work force is a key driver of growth for the baby food
market. Another key driver is the increasing number of middle-class
households resulting from economic and population growth that can
afford baby food products, which is especially the case in emerging markets.
In general, the number of infants born is another important driver.
Dried baby food and “other” baby food are the fastest growing category,
accounting for USD 5.8 billion and USD 3 billion in 2018 respectively.
Both categories have reached annual growth rates of 8% from
2014 to 2018. Prepared baby food is the largest category, amounting
to USD 8.5 billion in 2018 and reaching annual growth rate of 5% from
2014 to 2018. All the three categories include products of different price
ranges depending on market and consumer segment.
16 · April 2020 ¦ international-dairy.com
The Asian market is the largest within the industry, accounting
for 29% of total baby food value in 2018. From 2014 to 2018,
growth rates have reached more than 10% annually in all categories,
reflecting the increasing interest from the Asian consumers. The
development is mainly driven by China, a market comprising around
54% of the total Asian market and close to one-fifth of the global market.
Apart from previously mentioned growth drivers, factors such as
change in distribution channels, urbanization and abandonment of the
one-child policy are also driving Chinese demand for baby food.
Surprisingly, Eastern Europe is the second-largest market, accounting
for 24% of global sales value in 2018. Russia is by far the
largest market, accounting for more than 80% of sales in Eastern
Europe. Other notable markets include Ukraine, Poland, Czech Republic
and Belarus, with Belarus showing the highest growth rate.
The growth in Eastern Europe is especially within prepared baby
food as products are increasingly healthier and more convenient.
According to Innova Market Insights, more than 19,300 new
baby food products were launched between 2014 and 2018, peaking
with annual launches of around 4,500 in 2018. Incumbents continuously
develop new products to attract consumers by developing
A selection of baby food excluding IMF products illustrating
the range in product development