PROSPECTS AND OPPORTUNITIES
Modest value growth expected amid demographic decline
While overall sales are expected to remain relatively stable or see modest growth in value terms (at constant 2025 prices), this masks a more challenging picture in terms of volume sales. A key headwind is the ongoing decline in the UK birth rate, which continues to shrink the core consumer base for baby food.
Baby food innovation shifts toward developmental support and ingredient integrity
Parents are increasingly seeking products that not only nourish but also support holistic child development, with transparency, functionality, and natural credentials emerging as key purchase drivers. Brands are responding with innovations that reflect these values, offering products that are better for you and tailored to specific developmental needs.
Transparency and trust set to take centre stage in baby food reform
Recent recommendations by the CMA have placed baby food under a magnifying glass, urging greater transparency and alignment with public health guidance. This comes at a time when consumer confidence is being tested by revelations around nutritional content and the perceived healthfulness of processed baby food products.
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Overview:
Understand the latest market trends and future growth opportunities for the Baby Food industry in United Kingdom 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 United Kingdom, 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 United Kingdom 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 United Kingdom?
- Which are the leading brands in Baby Food in United Kingdom?
- How are products distributed in Baby Food in United Kingdom?
- 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 United Kingdom?
- 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 the United Kingdom - Category analysis
KEY DATA FINDINGS
Baby food faces headwinds from cost pressures and increased regulatory focus
Danone retains lead as Kendamil rises through value-focused growth
Supermarkets dominate but discounters and digital channels drive growth
Modest value growth expected amid demographic decline
Baby food innovation shifts toward developmental support and ingredient integrity
Transparency and trust set to take centre stage in baby food reform
Dairy Products and Alternatives in the United Kingdom - 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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