PROSPECTS AND OPPORTUNITIES
A positive outlook is expected, however, the declining birth rate will pose a challenge
Sales of baby food in New Zealand are expected to increase over the forecast period, supported by the category’s stable demand as an essential product for households with young children. Although the national birth rate is in decline, limiting the market’s long-term growth potential, there remains a sufficient number of births each year to sustain a moderate level of growth.
Innovation through health and wellness may help differentiate brands
Health and wellness are expected to remain among the most important considerations in baby food throughout the forecast period, given the heightened sensitivity of infants and young children to the food and drink they consume. According to Euromonitor’s Consumer Health and Nutrition Survey, the top features prioritised by consumers for children’s nutrition include products that are natural, free from preservatives, and contain no added sugar.
Retail e-commerce remains key for smaller businesses to find a niche customer base
Although retail e-commerce currently accounts for less than 2% of baby food sales in New Zealand, it is projected to grow steadily over the forecast period. The channel presents a valuable opportunity for smaller businesses, as online shoppers are typically more inclined to research the products they purchase, particularly in categories related to infant nutrition.
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Overview:
Understand the latest market trends and future growth opportunities for the Baby Food industry in New Zealand 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 New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Baby Food in New Zealand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Baby Food in New Zealand?
- Which are the leading brands in Baby Food in New Zealand?
- How are products distributed in Baby Food in New Zealand?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Baby Food?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in New Zealand?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Baby Food in New Zealand - Category analysis
KEY DATA FINDINGS
Steady value growth due to stable demand for baby food and milk formula
Nutricia Ltd consolidating its stronger leadership position with its brand Karicare
Supermarkets remain the go-to destination for baby food and infant formula products
A positive outlook is expected, however, the declining birth rate will pose a challenge
Innovation through health and wellness may help differentiate brands
Retail e-commerce remains key for smaller businesses to find a niche customer base
Dairy Products and Alternatives in New Zealand - Industry Overview
Dairy products and alternatives in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for dairy products and alternatives?
DISCLAIMER
The following categories and subcategories are included:
Baby Food
- Dried Baby Food
- Prepared Baby Food
- Other Baby Food
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- Liquid Standard Milk Formula
- Powder Standard Milk Formula
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- Liquid Follow-on Milk Formula
- Powder Follow-on Milk Formula
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- Liquid Growing-Up Milk Formula
- Powder Growing-Up Milk Formula
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- Liquid Special Baby Milk Formula
- Powder Special Baby Milk Formula
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Baby Food
This is the aggregation of milk formula, prepared, dried and other baby food.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Baby Food research and analysis database.
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