Over the forecast period, Australia’s baby food category is expected to transition from volume-led expansion to value-driven growth, shaped by declining birth rates, evolving parental expectations, and shifting nutritional paradigms. With national birth rates projected to remain below replacement level, the category will continue to face structural volume pressures, particularly within the core categories of standard and follow-on milk formula.
Australia’s baby food market is undergoing a period of structural transformation, driven by rising health consciousness, dietary sensitivities, and growing demand for clean-label, easily digestible alternatives to cow’s milk. This has fuelled strong value growth in special baby milk formula, with plant-based products emerging as one of the most disruptive areas in the market.
The Australian milk formula market is set to enter a new regulatory era following the ACCC’s 2025 decision to reject the extension of the MAIF Agreement, a voluntary code that had long restricted the marketing and promotion of infant formula to protect breastfeeding. While the ACCC reaffirmed the importance of breastfeeding, it concluded that the MAIF Agreement was no longer effective in supporting breastfeeding rates and lacked sufficient public benefit to justify ongoing commercial restrictions.
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Understand the latest market trends and future growth opportunities for the Baby Food industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Baby Food industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Baby Food
This is the aggregation of milk formula, prepared, dried and other baby food.
See all of our definitionsThis report originates from Passport, our Baby Food research and analysis database.
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