Mintel Celebrates the Royal Arrival With a Portrait of Britain’s Baby Food

Royal BabyWith the wait over and a new Royal arrival in our midst, the world now debates what the Royal baby will eat, wear, consume and play with. To celebrate, Mintel presents a portrait of the food market for Britain’s babies and their parents today – giving insight into some of the food segments William and Kate will be actively involved with in the coming months…

  • A Royal recipe for success? Some nine in ten (89%) parents in Britain with a child aged 0-4-years feed them homemade food – with those in the South West and Wales (95%) and the North West and Scotland (81%) most likely to do so.
  • Furthermore, 66% of parents claim to trust homemade baby or toddler food over manufactured baby food.
  • Baby knows best? One in five (20%) British parents let their baby choose what they want to eat. More Mums than dads let their babies choose what they want to eat (22% vs. 18%).
  • The UK baby food, drink and milk market recorded a 53% leap in value sales between 2007 and 2012 to reach £617 million, up from £403 million in 2007.
  • Baby milk is the largest sector of the UK baby food and drink market, standing at £359 million in 2012, accounting for 58% of the total market share. This compares to wet and dry baby food at 31% (£193 million), and Baby Finger Food at 9% (£53 million).

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