Baby food in Thailand remained relatively stable in retail volume and value terms, with the slower performance from 2024 continuing throughout 2025. Milk formula, the dominant segment in terms of sales, continues to face challenges due to government-backed efforts to promote breastfeeding, combined with declining birth rates. Indeed, many middle-income families in Thailand are having fewer children, or refraining from starting families altogether. This is attributable to the expense of raising c

Historically, the Year of the Dragon would typically see a rise in births, as it is commonly believed that babies born under this zodiac sign are more likely to be fortunate, intelligent, and successful. Nevertheless, mounting economic pressures, evolving attitudes among younger generations, and high inflation have all contributed to a continued decline in the birth rate, negatively impacting retail volume sales.

Overall, sales of baby food in Singapore have seen moderate growth in current retail value and volume terms in 2025. However, retail volume sales of certain baby food categories such as follow-on milk formula and standard milk-formula have struggled in 2025, with growth primary being value driven. Despite 2024 being the auspicious Dragon year in the Chinese zodiac calendar, it had a minimal impact on the birth rate in Singapore, with the fertility rate remaining at a record low. Singapore’s fert

Value sales of baby food are achieving small positive growth in Croatia in 2025, with volume in a marginal negative decline. Therefore, this positive value performance is primarily driven by price increases rather than volume growth.

Over 2025, baby food in the Philippines is projected to register strong and slightly faster growth in retail current value sales, compared with 2024. This growth is support by inflationary pressure on prices, with retail volume sales expected to be moderate, albeit faster than in 2024. Retail volume and value sales of baby food in the Philippines are also enhanced by incumbent leading players like Nestlé Philippines and Wyeth Philippines continuing to emphasise the benefits of their products.

Germany’s persistently low birth rate continues to shape baby food in 2025 by reducing the overall size of the target consumer base. With continued low birth rates, baby food faces limited volume growth, prompting companies to shift their focus to premiumisation. As a result, brands are investing in premium, high-margin products such as organic, allergen-free, and scientifically enhanced formulas to maintain profitability. Increasing demand for high-quality and organic products has resulted in m

Value sales of baby food are rising in Hong Kong in 2025, though growth is somewhat curbed by a slowdown in product development amid ongoing economic uncertainty. The high cost of living significantly impacts baby food and milk formula, affecting both consumer behaviour and spending patterns.

Baby food is expected to see current value growth in the United Arab Emirates in 2025. The baby food category continues to face challenges in the country due to persistently low birth rates. Evolving consumer lifestyles - particularly amongst younger women—are influencing category dynamics. Rising living costs and aspirational standards are driving a shift in priorities, with many women placing greater emphasis on career advancement and financial independence. These demographic and socioeconomic

Value sales of baby food increased in New Zealand in 2025. Baby food is generally considered an essential purchase for consumers, remaining relatively unaffected by price fluctuations, which has contributed to its steady performance. Despite the challenging economic conditions faced by many New Zealanders due to inflation in food and beverage prices, baby food continues to perform well, as there are few substitutes for this category.

Baby food in Slovenia is projected to see a strong single-digit increase in retail current value sales over 2025. All categories are expected to contribute, with prepared baby food and “other” baby food set to see the highest increases. Price dynamics support strong retail current value growth, although the consumer price index data indicates modest overall inflation for baby food, despite short-term fluctuations. The upward price trend, continued premiumisation and a consumer preference for con

Falling demand combined with slower price growth has resulted in baby food seeing only moderate growth in current value terms in 2025. Milk formula remains the largest category in baby food and it has also seen the most dynamic growth, although this continues to be largely price driven as sales continue to decline in retail volume terms in 2025. Key factors behind the decline in volume sales include falling birth rates, continuing health and wellness concerns, as well as the impact of product re

With inflationary pressures steadily receding, current value growth for baby food in North Macedonia in 2025 is expected to be down moderately on the previous year. It remains robust overall, however, as thanks to improvements in purchasing power and increased price competition more households can now afford to regularly buy such products and trade up to higher-end varieties offering superior quality ingredients, added-value health benefits, more convenient packaging formats etc. For the same re

After a decline in 2024, baby food in Indonesia is showing signs of recovery in 2025, with value sales on the up. This shift is closely tied to the Indonesian government’s intensified efforts to combat stunting, a chronic malnutrition condition that hinders child development. The national stunting rate dropped from 21.5% in 2023 to 19.8% in 2024, with further reductions targeted for the coming years. These interventions focus on improving nutrition during the first 1,000 days of life - a period

Baby food is seeing robust value sales in Uzbekistan in 2025, at a higher rate than witnessed in 2024, and with volume sales also enjoying healthy and stable growth, again at a slightly elevated rate compared to the previous year.

In 2025, retail value sales of baby food in Malaysia experienced a marginal increase of 1%, reaching MYR2.8 billion, indicative of a largely saturated market facing substantial headwinds. Demographic and economic factors significantly influenced consumer demand, resulting in minimal growth. The declining birth rate, compounded by high living costs and inflation, led to a decrease in the number of children per family, directly affecting the demand for baby food. Furthermore, the prevalence of dua

Baby food is expected to register both healthy current value and volume growth in Pakistan in 2025. The segment is supported by a high birth rate, with milk formula and in particular, growing-up milk formula accounting for most value sales. With increasing number of mothers working outside the home, this is a key factor in driving growth in baby food, as parents look for convenience.

Sales of baby food have seen steady growth in current value terms in 2025, but this has been fuelled by price increases rather than an increase in demand with volume sales continuing to decline. The decline in demand is in part linked to the falling birth rate in Norway which has reduced the potential consumer base. Norwegian consumers are also showing a preference for organic and natural baby food products, driven by rising awareness of health and nutrition. This trend has had a negative impact

Baby food sales in Tunisia witnessed a decline over 2025, reflecting the lower consumer demand for milk formula and dried baby food. The declining birth rate is a key factor driving declines. Recent price hikes in 2023 and 2024 have also encouraged the smuggling of milk formula and baby food products in general from Algeria which are sold at lower prices compared to legally imported products. These smuggled products are widely available especially in regions near to the Tunisian-Algeria border.

Value sales of baby food are set to increase in Ukraine in 2025, primarily driven by inflation rather than significant volume growth. Manufacturers are heavily investing in price promotions, noted within baby juices and fruit and vegetable purée segments. However, in an effort to economise, some parents are substituting baby juices with standard adult juices, such as 100% juice in 200ml portion packs, as they perceive little added value in dedicated baby juice products. However, the baby dairy c

Despite declining birth rates in Serbia, sales of baby food continue to grow in value and volume terms, driven by evolving consumer behaviour and product diversification. Parents are increasingly opting for convenient, ready-made options especially small, on-the-go pouches—reflecting urban lifestyles and time constraints. Confidence in product quality has also improved, encouraging higher spending. Within the category, baby food is becoming more segmented, with prepared baby food expanding with

Current value sales of baby food decreased in Denmark in 2025, reflecting both demographic and category-specific challenges. A continued decline in birth rates reduced the overall consumer base for baby food products, while economic pressure led some parents to opt for home-prepared meals over packaged options. Additionally, limited product innovation and the discontinuation of Arla’s Baby & Me brand weakened the category’s performance.

Sales of baby food registered slow growth in current value terms in 2025, while volume sales continued to show a declining trend. The consumer base for this category is gradually diminishing, with low levels of population growth.

In 2025, baby food saw a moderate decline in both volume and current value terms. This category registered the lowest performance within dairy products and alternatives, although it was an improvement on the previous year. Economic factors remained decisive – sales fell significantly in 2024 as a recession reduced spending power and consumers switched to more affordable alternatives. As the economy emerged from recession in late 2024 and throughout 2025, prices stabilised or saw only small incre

While baby food in Costa Rica is poised to record another positive performance in retail volume and current value terms in 2025, growth in both respects looks set to be down moderately on 2024. This is partly attributable to falling birth rates, but also explained by more cautious attitudes to spending amidst an uptick in inflation and heightened economic uncertainty. Demand remains robust overall, however, as more households can now afford to regularly buy such products thanks to rising incomes