The Baby Food Sector in Spain, 2018
Summary
"The Baby Food Sector in Spain, 2018", is an analytical report which provides extensive and highly detailed current and future market trends in the Spanish market.
The number of births fell by 35% between 2008 and 2017, with an inevitable impact on the baby food sector. The economy also shrank, leading to falling average incomes. The number of women in full-time employment declined, giving many parents time to prepare home-made baby meals. Although the situation has improved since 2014, many families are still feeling the effects.
Milks dominate sales value, accounting for 54% in 2017. Their share has declined slightly, as wet meals increased in importance, claiming 31% of value. Baby milks and wet meals (Hero) are manufactured in Spain, but imports are also high. The country is a net exporter of baby food.
Nestlé continues to dominate, followed by Hero. Two Spanish companies (Alter and Ordesa) along with Lactalis and Danone compete lower down the rankings. Retailers’ own labels (Mercadona, Carrefour, Dia ) and a few start-ups have made some recent progress, but are still very small.
The economic crisis speeded up the move away from pharmacies and towards food outlets, where prices are generally lower, but some brands continue to be sold only in pharmacies and parapharmacies.
Forecasts for economic growth currently remain positive, although much will depend on the outcome of the constitutional crisis caused by Catalonia’s vote for independence.
A continued sharp decline in the number of births will dampen sales, even though per capita consumption may see a slight rise.
What else does this report offer?
Scope
Reasons to buy
Summary
"The Baby Food Sector in Spain, 2018", is an analytical report which provides extensive and highly detailed current and future market trends in the Spanish market.
The number of births fell by 35% between 2008 and 2017, with an inevitable impact on the baby food sector. The economy also shrank, leading to falling average incomes. The number of women in full-time employment declined, giving many parents time to prepare home-made baby meals. Although the situation has improved since 2014, many families are still feeling the effects.
Milks dominate sales value, accounting for 54% in 2017. Their share has declined slightly, as wet meals increased in importance, claiming 31% of value. Baby milks and wet meals (Hero) are manufactured in Spain, but imports are also high. The country is a net exporter of baby food.
Nestlé continues to dominate, followed by Hero. Two Spanish companies (Alter and Ordesa) along with Lactalis and Danone compete lower down the rankings. Retailers’ own labels (Mercadona, Carrefour, Dia ) and a few start-ups have made some recent progress, but are still very small.
The economic crisis speeded up the move away from pharmacies and towards food outlets, where prices are generally lower, but some brands continue to be sold only in pharmacies and parapharmacies.
Forecasts for economic growth currently remain positive, although much will depend on the outcome of the constitutional crisis caused by Catalonia’s vote for independence.
A continued sharp decline in the number of births will dampen sales, even though per capita consumption may see a slight rise.
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 & developments, segmentation, per capita trends and the various manufacturers & 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.
Scope
- GDP grew strongly between 2015 and 2017, following the very poor performance of the economy between 2011 and 2013, and higher household expenditure is expected to continue at least for the next two years, unless the Catalan situation deteriorates drastically.
- Nestlé has changed its milk line-up in Spain, and now markets principally Nan OptiPro and Nidina, although Nativa can also still be found. Nestlé's position in the category has risen slightly, largely due to a wide product range, excellent distribution, and its high profile in the buoyant third stage segment.
- Unusually, liquid milks retail at prices below milk powders, even when converted to an equivalent dehydrated weight. Prices currently range from US$1.23 per liter for Mercadona’s own label Hacendado product to US$3.16 per liter for single packs of Nestlé’s Nidina 2.
- Cereals have lost ground within the sector. In 2017 they accounted for only 14% of retail sales, compared with 16.5% in 2011.
- By 2017, pharmacies/parapharmacies accounted for only 38.3% of retail sales of baby food. Food outlets account for the vast majority of sales of meals, drinks, and finger foods, as well as for two-thirds of cereals, although pharmacies continue to account for over half (56%) of retail sales of milks, and a higher proportion of milks in powder form.
- Recent trends suggest that all categories will see a fall in consumption. However, this is likely to be most pronounced in the case of baby cereals, the category which has seen the most severe decline over the past five years and which continues to face competition from more convenient products, including cereals in jars and pouches.
Reasons to buy
- Evaluate important changes in consumer behavior and identify profitable markets and areas for product innovation.
- Analyse current and forecast behavior 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
- Introduction
- Executive Summary
- Definitions
- Background to the Market
- Birth: Live Birth Rates
- Live Births by Region
- The Consumer
- Socio-Demographic Trends
- Working Women
- Breastfeeding Trends
- Regulations
- Market Overview
- Sector Overview
- Manufacturers Shares
- CategoryAnalysis
- Baby Milks
- Baby Cereals & Dry Meals
- Meals
- Baby Drinks & Finger Foods
- Production and trade
- Production
- Imports
- Exports
- Company profiles
- Nestlé España
- Hero España
- Alter Farmacia
- Numil Nutrición srl (Danone)
- Lactalis
- Laboratorios Ordesa SL
- Mead Johnson Nutrition Spain SL
- Distribution
- Baby Food Retailing
- Economic Background
- Key Macroeconomic Forecasts
- Prospects and forecasts
- Birth & Population Projections
- Forecast Overview
- Consumer Attitude
- Appendix
List of Tables
Table 1: Birth & Population Trends, 2007-2017
Table 2: Live Births by Region, 2013 & 2016
Table 3: Main Reasons for Choice of Baby Food, 2015
Table 4: Live Births by Age Group of Mother, 2012-2016
Table 5: Number of Women of Childbearing Age, by Age Group, 2011-2017
Table 6: Trends in Working Women, 2011-2017
Table 7: Trends in Working Women by Age Group, 2011-2017
Table 8: Breastfeeding Trends, 1995-2012
Table 9: Breastfeeding Prevalence by Socio-Economic Groups based on Employment Type, 2012
Table 10: Sector Size, 2017, & Growth Rates, 2011-2017
Table 11: Baby Food: Manufacturer Shares, %, 2011-2017
Table 12: Baby Food: Manufacturer Shares by Category, %, 2017
Table 13: Baby Milks: Category Size, 2017
Table 14: Baby Milks: Category Growth, % 2011-2017
Table 15: Powder Baby Milks: Brand Price Positioning Analysis, 2018
Table 16: Liquid Baby Milks: Price Positioning, 2018
Table 17: Baby Milks: Manufacturer Shares, % Value & Volume , 2012-2017
Table 18: Baby Cereals & Dry Meals: Category Size, 2017
Table 19: Baby Cereals & Dry Meals : Category Growth, % 2011-2017
Table 20: Baby Cereals: Brand Price Positioning Analysis, 2018
Table 21: Baby Cereals & Dry Meals: Manufacturer Shares, 2011-2017
Table 22: Baby Meals: Category Size, 2017
Table 23: Baby Meals : Category Growth, % 2011-2017
Table 24: Baby Meals: Sales by Type, Volume & Value, 2011-2017
Table 25: Baby Meals: Sales of Organic Meals, 2014-2017
Table 26: Baby Meals: Sales of Pouches, 2013-2017
Table 27: Baby Meals: Brand Price Positioning Analysis, 2018
Table 28: Baby Meals: Manufacturer Shares, Value & Volume, %, 2011-2017
Table 29: Baby Drinks & Finger Foods: Category Size, 2017
Table 30: Baby Drinks & Finger Foods : Category Growth, % 2011-2017
Table 31: Baby Drinks: Price Positioning, 2018
Table 32: Baby Finger Foods: Price Positioning, 2018
Table 33: Baby Drinks: Brand Shares, Value & Volume, 2011-2017
Table 34: Baby Finger Foods: Brand Shares, Value & Volume, 2011-2017
Table 35: Alter Farmacia, Turnover, 2011-2016
Table 36: Baby Food: Manufacturer Distribution by Retail Channel, 2017
Table 37: Baby Food: Sales by Outlet Type & Category, % Value, 2017
Table 38: Baby Food: Sales by Outlet Type, % Value, 2010-2017
Table 39: Baby Milks: Sales by Outlet Type, % Value, 2010-2017
Table 40: Baby Cereals: Sales by Outlet Type, % Value, 2010-2017
Table 41: Baby Meals : Sales by Outlet Type, % Value, 2010-2017
Table 42: Other Baby Food: Sales by Outlet Type, % Value, 2010-2017
Table 43: Key Macro-Economic Indicators, 2011-2018
Table 44: Key Macroeconomic Forecasts, 2017-2023
Table 45: Birth & Population Projections, 2011-2023
Table 46: Baby Food: Category Growth, 2017-2023
Table 47: Baby Population, Number of Babies ’000, 2007-2023
Table 48: Baby Food: Market Value, Current Prices, 2011-2017
Table 49: Baby Food: Market Value, Constant Prices, 2011-2017
Table 50: Baby Food: Market Value, US$ Million, 2011-2017
Table 51: Baby Food: Market Volume, Tons, 2011-2017
Table 52: Baby Food: Per Capita Expenditure, Current Prices, 2011-2017
Table 53: Baby Food: Per Capita Expenditure, Constant Prices, 2011-2017
Table 54: Baby Food: Per Capita Expenditure, US Dollars, 2011-2017
Table 55: Baby Food: Per Capita Consumption, Grams, 2011-2017
Table 56: Baby Milks: Category Trends, 2011-2017
Table 57: Baby Milks: Category Segmentation, Value & Volume, 2011-2017
Table 58; Baby Milks - Powder: Brand Price Analysis, 2017
Table 59: Baby Milks - Powder: Brand Price Analysis, 2017
Table 60: Baby Milks - Liquid: Brand Price Analysis, 2017
Table 61: Baby Cereals & Dry Meals: Category Trends, 2011-2017
Table 62: Baby Meals: Category Trends, 2011-2017
Table 63; Other: Category Trends, 2011-2017
Table 64; Imports by Product Category, Value, 2011-2016
Table 65; Imports by Product Category, Volume, 2011-2016
Table 66; Imports of Milks & Cereals by Country of Origin, Value & Volume, 2014-2016
Table 67; Imports of Baby Meals by Country of Origin, Value & Volume, 2014-2016
Table 68: Exports by Product Category, Value, 2011-2016
Table 69: Exports by Product Category, Volume, 2011-2016
Table 70: Exports of Milks & Cereals by Country of Destination, Value & Volume, 2014-2016
Table 71: Exports of Baby Meals by Country of Destination, Value & Volume, 2014-2016
Table 72: Baby Food: Market Value Forecasts, Current Prices, 2017-2023
Table 73: Baby Food: Market Value Forecasts, Constant Prices, 2017-2023
Table 74: Baby Food: Market Value Forecasts, US$ Million, 2017-2023
Table 75: Baby Food: Market Volume Forecasts, Tons, 2017-2023
Table 76: Baby Food: Per Capita Expenditure, Current Prices, 2017-2023
Table 77: Baby Food: Per Capita Expenditure, Constant Prices, 2017-2023
Table 78: Baby Food: Per Capita Expenditure, US$, 2017-2023
Table 79: Baby Food: Per Capita Consumption, Grams, 2017-2023
List of Figures
Figure 1: Baby Food: Sector Size, 2011-2017
Figure 2: Baby Food: Per Capita, 2011-2017
Figure 3: Baby Food: Sector Segmentation, 2017
Figure 4: Baby Food: Manufacturer Shares, Value, 2017
Figure 5: Baby Food: Manufacturer Shares, Volume %, 2017
Figure 6: Baby Food: Manufacturer Shares by Category, % Value, 2017
Figure 7: Baby Milks: Category Trends, 2011-2017
Figure 8: Baby Milks: Per Capita Expenditure & Consumption, 2011-2017
Figure 9: Baby Milks: Per Capita Expenditure & Consumption by Age Group, 2011-2017
Figure 10: Baby Milks: Segmentation, Value, and Volume, 2011-2017
Figure 11: Baby Cereals & Dry Meals: Category Trends, 2011-2017
Figure 12: Baby Cereals & Dry Meals: Per Capita Expenditure & Consumption, 2011-2017
Figure 13: Baby Meals & Others: Category Trends, 2011-2017
Figure 14: Baby Meals & Others: Per Capita Expenditure & Consumption, 2011-2017
Figure 15: Baby Drinks & Finger Foods: Category Trends, 2011-2017
Figure 16: Baby Drinks & Finger Foods: Per Capita Expenditure & Consumption, 2011-2017
Figure 17: Baby Food: Sector Size, 2017-2023
Figure 18: Baby Food: Per Capita, 2017-2023
Figure 19: Baby Food: Sector Segmentation, 2023
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Nestlé España
- Hero España
- Alter Farmacia
- Numil Nutrición srl (Danone)
- Lactalis
- Laboratorios Ordesa SL
- Mead Johnson Nutrition Spain SL.
