PROSPECTS AND OPPORTUNITIES
Growing-up milk formula to gain momentum
Baby food in South Africa is projected to continue growing in retail value (constant 2025 prices) terms over the forecast period, albeit primarily driven by price increases, rather than volume expansion. With birth rates projected to remain sluggish and no anticipated changes to legislation surrounding the marketing of milk formula, retail value potential is set to remain constrained.
Prepared baby food and other baby food to benefit from modern lifestyle demand trends
In contrast to the challenges faced by milk formula, prepared baby food and the fastest-growing category, other baby food, are expected to sustain positive retail volume growth. This is largely set to be driven by rising demand from parents for healthy, age-appropriate and convenient on-the-go snacking options, which continue to resonate strongly with modern lifestyles.
Changes to food labelling regulations to foster healthier choices
Changes to food labelling regulations in South Africa remain under consideration, particularly for products that are high in sugar, saturated fats and sodium. The Department of Health has published draft regulations proposing mandatory front-of-pack warning labels for pre-packaged foods that exceed specific thresholds for these nutrients or contain artificial sweeteners.
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Overview:
Understand the latest market trends and future growth opportunities for the Baby Food industry in South Africa 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 South Africa, 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 South Africa 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 South Africa?
- Which are the leading brands in Baby Food in South Africa?
- How are products distributed in Baby Food in South Africa?
- 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 South Africa?
- 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 South Africa - Category analysis
KEY DATA FINDINGS
Other baby food sees innovation to emerge as the fastest-growing category
Nestlé leads but faces challenges
Retailers use loyalty programmes and promotions to incentivise purchases
Growing-up milk formula to gain momentum
Prepared baby food and other baby food to benefit from modern lifestyle demand trends
Changes to food labelling regulations to foster healthier choices
Dairy Products and Alternatives in South Africa - 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?
APPENDIX
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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