Summary
The Austrian market already has a relatively high per capita consumption rate; sales have been buoyant over the period as a whole, encouraged by a higher number of births in the last three years, by price competition at the start of the period, and by product innovation. In addition, parents attitudes towards industrially prepared baby foods have been becoming more positive, encouraged by falling prices in the wake of EU membership and the rise of hard discounters, as well as by manufacturers efforts to respond to consumer demand by supplying organic food, and reducing salt and sugar.
Key Findings
Baby milks represent the largest sector of the baby food market, accounting for 51.6% of market value in 2014 and 30.1% of volume.
The market for baby food in Austria is dominated by two suppliers, Danone (MilupaandAptamil) and Hipp, which together accounted for 80.4% of 2014 sales value.
Value sales of cereals are expected to show less growth than other market sectors and volume growth is likely to be low, at around 5.2%. Parents are increasingly attracted towards ready-to-use cereal products, which fall within the larger meals sector.
Baby foods are retailed primarily through drug markets/drugstores and food outlets, with the former claiming over 70% of total baby food sales.
Synopsis
Baby Food in Austria is an analytical report by Canadean which provides extensive and highly detailed current and future market trends in the Austria market.
What else does this report offer?
Consumption data based upon a unique combination of industry research, fieldwork, market sizing work and our in-house expertise to offer extensive data about the trends and dynamics affecting the industry.
Detailed profile of the companies operating and new companies considering entry in the industry along with their key focus product sectors.
Market profile of the various product sectors with the key features and developments, segmentation, per capita trends and the various manufacturers and brands.
Overview of baby food retailing with a mention of the major retailers in the country along with the distribution channel.
Future projections considering various trends which are likely to affect the industry.
Reasons To Buy
Evaluate important changes in consumer behaviour and identify profitable markets and areas for product innovation.
Analyse current and forecast behaviour trends in each category to identify the best opportunities to exploit.
Detailed understanding of consumption by individual product categories in order to align your sales and marketing efforts with the latest trends in the market.
Investigates which categories are performing the best and how this is changing market dynamics.
Table Of Contents
Executive Summary
Major Developments
Market Structure
Per Capita
Distribution
The Suppliers
The Future
Background to the Market
Births
Live Birth Rates
Live Births by Region
The Baby Population
The Consumer
Living Standards
Eating Habits
Socio-Demographic Trends
Family Structure
Number of Women of Childbearing Age
Working Women
Female Employment
Maternity Legislation
Breastfeeding Trends
Breastfeeding Promotion
Breastfeeding Prevalence
Regulations
Marketing Legislation
Market Profile
Overview
Definitions
Key Features and Developments
Manufacturers and Brands
Baby Milks
Key Features and Developments
Per Capita Trends
Sector Segmentation
Manufacturers and Brands
Baby Cereals
Key Features and Developments
Per Capita Trends
Sector Segmentation
Manufacturers and Brands
Baby Meals
Key Features and Developments
Per Capita Trends
Sector Segmentation
Manufacturers and Brands
Baby Drinks
Key Features and Developments
Per Capita Trends
Sector Segmentation
Manufacturers and Brands
Finger Foods
Distribution
Retail Structure
Drugstores Retailing
Baby Food Retailing
The Suppliers
Company Profiles
Introduction
Milupa GmbH (Danone)
Hipp GmbH and Co Export KG
Nestlé Österreich GmbH
BWK
Maresi Austria GmbH
Production and Foreign Trade
Production
Imports
Exports
The Future
Future Determinants
Live Birth Trends
Consumer Attitudes
Future Trends
Economic Background
Political and Economic Summary
Economic Background
Appendix
What is this Report About?
Time Frame
Product Category Coverage
Methodology
About ERC - a division of Canadean
Disclaimer
List Of Tables
Table 1: Baby Food: % Growth, 2008-2014
Table 2: Baby Food: Per Capita Consumption and Expenditure, 2013 and 2014
Table 3: Projected Market Size, 2020 and Growth Rates, 2014-2020
Table 4: Birth and Population Trends, 2004-2014
Table 5: Number of Births by Region, 2010-2014
Table 6: Baby Population, 2004-2014
Table 7: Marriage and Divorce Trends, 2008-2014
Table 8: Families with Children Under the Age of Three, 2011 and 2014
Table 9: Family Status, 1994-2014
Table 10: Live Births by Age Group of Mother, 2013 and 2014
Table 11: Number of Women of Childbearing Age by Age Group, 2014
Table 12: Working Women, 2008-2015
Table 13: Women in Employment by Age, 2012
Table 14: Breastfeeding Rates by Age of Baby, 2006
Table 15: Breastfeeding Initiation by Socio-Demographic Factors, 2006
Table 16: Breastfeeding Duration by Socio-Demographic Factors, 2006
Table 17: Baby Food: Market Value, Current Prices, 2008-2014
Table 18: Baby Food: Market Value, Constant Prices, 2008-2014
Table 19: Baby Food: Market Value, US Dollars, 2008-2014
Table 20: Baby Food: Market Volume, 2008-2014
Table 21: Baby Food: Per Capita Expenditure, Current Prices, 2008-2014
Table 22: Baby Food: Per Capita Expenditure, Constant Prices, 2008-2014
Table 23: Baby Food: Per Capita Expenditure, US Dollars, 2008-2014
Table 24: Baby Food: Per Capita Consumption, 2008-2014
Table 25: Baby Food: Manufacturer Share Trends, Value, 2008-2014
Table 26: Baby Food: Manufacturer Shares by Sector, Value, 2014
Table 27: Baby Food: Manufacturer Shares by Sector, Volume, 2014
Table 28: Baby Milks: Sector Trends, 2008-2014
Table 29: Baby Milks: Per Capita Expenditure and Consumption, 2008-2014
Table 30: Baby Milks: Segmentation by Type, 2008-2014
Table 31: Powdered Baby Milks: Brand Price Analysis, 2015
Table 32: Liquid Baby Milks: Brand Price Positioning Analysis, 2015
Table 33: Baby Milks: Manufacturer Share Trends, Value, 2008-2014
Table 34: Baby Milks: Manufacturer Share Trends, Volume, 2008-2014
Table 35: Baby Milks: Manufacturer Market Shares by Product Type, Value, 2002-2006
Table 36: Baby Milks: Manufacturer Market Shares by Product Type, Volume,2002-2006
Table 37: Baby Milks: Brands by Segment, 2015
Table 38: Baby Cereals: Sector Trends, 2008-2014
Table 39: Baby Cereals: Per Capita Expenditure and Consumption, 2008-2014
Table 40: First Type of Food Eaten
Table 41: Baby Cereals: Market Segmentation, 2008-2014
Table 42: Baby Cereals: Retail Prices by Manufacturer, Brand and Product, 2015
Table 43: Baby Cereals: Manufacturer Market Shares, Value, 2008-2014
Table 44: Baby Cereals: Manufacturer Market Shares, Volume, 2008-2014
Table 45: Baby Meals: Sector Trends, 2008-2014
Table 46: Baby Meals: Per Capita Expenditure and Consumption, 2008-2014
Table 47: First Type of Food Eaten
Table 48: Baby Cereals: Retail Prices by Manufacturer, Brand and Product, 2015
Table 49: Baby Meals: Manufacturer Market Shares, Value, 2008-2014
Table 50: Baby Meals: Manufacturer Market Shares, Volume, 2008-2014
Table 51: Baby Drinks: Sector Trends, 2008-2014
Table 52: Baby Drinks: Per Capita Expenditure and Consumption, 2008-2014
Table 53: Baby Juices and Teas: Market Segmentation, Volume, 2008-2014
Table 54: Baby Juices and Teas: Market Segmentation, Value, 2008-2014
Table 55: Baby Drinks: Retail Prices by Manufacturer, Brand and Product, 2015
Table 56: Baby Juices: Manufacturer Market Shares, 2008-2014
Table 57: Baby Teas: Manufacturer Market Shares, 2008-2014
Table 58: Baby Finger Foods: Retail Prices by Manufacturer, Brand and Product, 2015
Table 59: Number of Outlets by Outlet Type, 2008-2014
Table 60: Breakdown of Grocery Sales by Outlet Type, 2008-2014
Table 61: Leading Food Retailers, 2006-2014
Table 62: Leading Drugstore Retailers, 2008-2014
Table 63: Baby Food Sales by Outlet, 2010-2014
Table 64: Baby Food: Manufacturer Representation, Volume, 2014
Table 65: Milupa: Market Shares, 2014
Table 66: Hipp: Market Shares, 2014
Table 67: Nestlé: Market Shares, 2014
Table 68: Maresi: Market Shares, 2014
Table 69: Imports of Baby Food by Type, Volume, 2009-2014
Table 70: Imports of Baby Food by Type, Value, 2009-2014
Table 71: Imports of Baby Food by Country of Origin, Volume, 2012-2014
Table 72: Imports of Baby Food by Country of Origin, Value, 2012-2014
Table 73: Exports of Baby Food by Type, Volume, 2009-2014
Table 74: Exports of Baby Food by Type, Value, 2009-2014
Table 75: Exports of Baby Food by Country of Destination, Volume, 2012-2014
Table 76: Exports of Baby Food by Country of Destination, Value, 2012-2014
Table 77: Birth and Population Projections, 2014-2020
Table 78: Baby Population, 2014-2020
Table 79: Women of Child-Bearing Age, by Age Groups, 2014 and 2020
Table 80: Baby Food: Market Value Forecasts, Constant Prices, 2014-2020
Table 81: Baby Food: Market Value Forecasts, US Dollars, 2014-2020
Table 82: Baby Food: Market Volume Forecasts, 2014-2020
Table 83: Baby Food: Per Capita Expenditure Forecasts, Current Prices, 2014-2020
Table 84: Baby Food: Per Capita Expenditure Forecasts, Constant Prices, 2014-2020
Table 85: Baby Food: Per Capita Expenditure Forecasts, US Dollars, 2014-2020
Table 86: Baby Food: Per Capita Consumption Forecasts, 2014-2020
Table 87: Economic Indicators, 2008-2015
Table 88: Key Macro-Economic Forecasts, 2014-2020
List Of Figures
Figure 1: Baby Food: Market Size, 2008-2014
Figure 2: Baby Food: Market Segmentation, 2014
Figure 3: Baby Food: Manufacturer Shares, 2014
Figure 4: Baby Food: Manufacturer Representation, Value, 2014
Figure 5: Baby Food: Manufacturer Representation, Volume, 2014
