The number of live births in Italy declined by 15.4% during 2017-23, reaching 387,600 in 2023. This resulted in a baby population of 1.2 million in 2023. The GDP of Italy grew by 0.7% in 2023, while consumer price inflation stood at 6.1%. Overall sales in value terms have increased in recent years at a CAGR of 0.8% during 2017-23. However, in volume terms, sales declined in 2023 at a negative CAGR of 2.6% during 2017-23. Baby wet meals & others remained the largest category in value terms with over 45.4% of the baby food sector. Danone, The Kraft Heinz Company, and Nestlé together accounted for 86.5% of value sales in the Italian baby food sector in 2023. Hypermarkets & supermarkets remained the leading distribution channel, accounting for 74.7% of overall value sales in 2023. The publisher estimates that the number of live births will fall over the forecast period in Italy. The market for baby food in the country is expected to grow in value terms during 2023-29, registering a CAGR of 2.2%.
Baby cereals & dry meals volumes contracted from 6.25 million kg in 2017 to 5.3 million kg in 2023, declining at a negative CAGR of 2.7% during 2017-23.
Value sales of the baby wet meals & others category increased from EUR283 million ($319.7 million) in 2017 to EUR305.1 million ($329.9 million) in 2023, registering a CAGR of 1.3%.
During 2017-23, PCC of baby finger food contracted by 1.4% to 6.9kg in 2023.
During 2017-23, PCC of baby drinks remained unchanged, totaling 1.4kg in 2023.
Market environment: The report provides a comparative analysis of the value and volume shares of Italy against the Western European and global baby food sectors. Additionally, the per capita consumption (PCC)* of and per capita expenditure (PCE)* on baby food in Italy are compared at regional and global levels.
Background: Provides an overview of births, consumer trends, sociodemographic trends, working women population, and regulations in the Italian baby food sector.
Category coverage and competitive landscape: The report offers an overview of growth at a sector level and provides an analysis of five categories: baby milks, baby cereals & dry meals, baby wet meals & others, baby finger food, and baby drinks. These categories are analyzed by value, volume, and CAGR for the 2017-29 period. The analysis also includes the PCC of and PCE on baby food in Italy, by category. The report provides an analysis of leading manufacturers and brands in the Italian baby food sector in 2023 and their shares in each category.
Production and trade: The report provides an analysis of imports and exports in the Italian baby food sector.
Distribution channels: Provides analysis on the leading distribution channels at both sector and category level in 2023.
Economic background: The report also provides a snapshot of macroeconomic indicators in Italy, covering the economy and the labor market.
Key Highlights
Value sales of baby milks increased from EUR178.9 million ($202.1 million) in 2017 to EUR187.5 million ($202.7 million) in 2023, at a CAGR of 0.8%.Baby cereals & dry meals volumes contracted from 6.25 million kg in 2017 to 5.3 million kg in 2023, declining at a negative CAGR of 2.7% during 2017-23.
Value sales of the baby wet meals & others category increased from EUR283 million ($319.7 million) in 2017 to EUR305.1 million ($329.9 million) in 2023, registering a CAGR of 1.3%.
During 2017-23, PCC of baby finger food contracted by 1.4% to 6.9kg in 2023.
During 2017-23, PCC of baby drinks remained unchanged, totaling 1.4kg in 2023.
Scope
This report brings together multiple data sources to provide a comprehensive overview of the baby food sector in Italy, as part of the global coverage of the sector. It includes an analysis of the following -Market environment: The report provides a comparative analysis of the value and volume shares of Italy against the Western European and global baby food sectors. Additionally, the per capita consumption (PCC)* of and per capita expenditure (PCE)* on baby food in Italy are compared at regional and global levels.
Background: Provides an overview of births, consumer trends, sociodemographic trends, working women population, and regulations in the Italian baby food sector.
Category coverage and competitive landscape: The report offers an overview of growth at a sector level and provides an analysis of five categories: baby milks, baby cereals & dry meals, baby wet meals & others, baby finger food, and baby drinks. These categories are analyzed by value, volume, and CAGR for the 2017-29 period. The analysis also includes the PCC of and PCE on baby food in Italy, by category. The report provides an analysis of leading manufacturers and brands in the Italian baby food sector in 2023 and their shares in each category.
Production and trade: The report provides an analysis of imports and exports in the Italian baby food sector.
Distribution channels: Provides analysis on the leading distribution channels at both sector and category level in 2023.
Economic background: The report also provides a snapshot of macroeconomic indicators in Italy, covering the economy and the labor market.
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
- Executive Summary
- Market Environment
- Value and Volume Growth Analysis by Region
- Growth Analysis of Italy Compared with Other Leading Countries in Western Europe
- PCC and PCE of Italy Compared with Global and Western European Markets
- Background
- Births
- The Consumer
- Sociodemographic Trends
- Working Women
- Breastfeeding Trends
- Regulations
- Overview
- Italy Baby Food Sector Snapshot
- Market Size Analysis
- Manufacturer Shares
- Category Analysis
- Baby Milks
- Baby Cereals & Dry Meals
- Baby Wet Meals & Others
- Baby Finger Food
- Baby Drinks
- Production and Trade
- Imports
- Exports
- Production
- Distribution
- Channel Share Analysis
- Baby Food Retailing
- Economic Background
- GDP Growth and Inflation
- Prospects and Forecasts
- Future Trends
- Appendix
- Birth & population trends, 2008-29
- Birth rate by area (2011, 2013, 2015, and 2019-21) and number of births (2015 and 2019-22)
- Birth rate by area, 2017-22
- Live births by region, 2011, 2013, 2015-17, and 2019-22
- Households not living in poverty, 2010-13
- Baby food sales, by geographical region, 2010
- Age of mother at birth of baby, 2010, 2013, 2015-22
- Female employment trends, 2010-21
- Female employment rates by age group, 2017 and 2020-21
- Breastfeeding trends by macro region, 2000, 2005, and 2013
- Breastfeeding rates on leaving hospital, by region, 2013
- Prevalence of breastfeeding in Emilia-Romagna, 1999, 2002, 2005, 2008, and 2011
- Breastfeeding in Lombardy, 2006 and 2012
- Breastfeeding in Emilia-Romagna, by nationality of mother, 2011
- Average length of breastfeeding by macro region, 2000, 2005, and 2013
- Leading categories (value and volume), 2023
- Baby food: manufacturer shares, value, %, 2017-23
- Baby food: manufacturer shares, volume, %, 2017-23
- Baby food: manufacturer shares by category, %, 2023
- Baby milks: SKUs by pack type, 2023
- Baby milks: SKUs by pack size, 2023
- Baby milks: brand price positioning analysis, 2023
- Baby milks: manufacturer shares, value & volume, %, 2017-23
- Baby milks: manufacturer & brand shares, value %, 2017-23
- Baby milks: manufacturer & brand shares, volume %, 2017-23
- Baby cereals & dry meals: SKUs by pack type, 2023
- Baby cereals & dry meals: SKUs by pack size, 2023
- Baby cereals & dry meals: brand price positioning analysis, 2023
- Baby cereals & dry meals: manufacturer shares, value & volume, %, 2017-23
- Baby cereals & dry meals: manufacturer & brand shares, value %, 2017-23
- Baby cereals & dry meals: manufacturer & brand shares, volume %, 2017-23
- Baby wet meals & others: SKUs by pack type, 2023
- Baby wet meals & others: SKUs by pack size, 2023
- Baby wet meals & others: brand price positioning analysis, 2023
- Baby wet meals & others: manufacturer shares, value & volume, %, 2017-23
- Baby wet meals & others: manufacturer & brand shares, value %, 2017-23
- Baby wet meals & others: manufacturer & brand shares, volume %, 2017-23
- Baby finger food: SKUs by pack type, 2023
- Baby finger food: SKUs by pack size, 2023
- Baby finger food: brand price positioning analysis, 2023
- Baby finger food: manufacturer shares, value & volume, %, 2017-23
- Baby finger food: manufacturer & brand shares, value %, 2017-23
- Baby finger food: manufacturer & brand shares, volume %, 2017-23
- Baby drinks: SKUs by pack type, 2023
- Baby drinks: SKUs by pack size, 2023
- Baby drinks: brand price positioning analysis, 2023
- Baby drinks: manufacturer shares, value & volume, %, 2017-23
- Baby drinks: manufacturer & brand shares, value %, 2017-23
- Baby drinks: manufacturer & brand shares, volume %, 2017-23
- Baby milks & cereals: trends in imports (volume), 2015-22
- Baby milks & cereals: trends in imports (value), 2015-22
- Imports of baby milks & cereals by country of origin (volume), 2020-22
- Imports of baby milks & cereals by country of origin (value), 2020-22
- Other baby food: trends in imports (volume), 2015-22
- Other baby food: trends in imports (value), 2015-22
- Imports of other baby food by country of origin (volume), 2020-22
- Imports of other baby food by country of origin (value), 2020-22
- Baby milks & cereals: trends in exports (volume), 2015-22
- Baby milks & cereals: trends in exports (value), 2015-22
- Exports of baby milks & cereals by country of destination (volume), 2020-22
- Exports of baby milks & cereals by country of destination (value), 2020-22
- Other baby food: trends in exports (volume), 2015-22
- Other baby food: trends in exports (value), 2015-22
- Exports of other baby food by country of destination (volume), 2020-22
- Exports of other baby food by country of destination (value), 2020-22
- Baby food: sales by outlet type, % value, 2017-23
- Baby food: sales by type of food & outlet type, % value, 2023
- Baby food: sales by channel, 2012, 2014, and 2016-17
- Baby population, number of babies (’000), 2008-29
- Baby food: market value, current prices ($ million), 2017-23
- Baby food: market value, constant prices, 2017-23
- Baby food: market volume, million kg, 2017-23
- Baby food: PCE, current prices ($), 2017-23
- Baby food: PCE, constant prices, 2017-23
- Baby food: PCC, kg, 2017-23
- Baby milks: category segmentation, value & volume, 2017-23
- Baby food: market value forecasts, current prices ($ million), 2023-29
- Baby food: market value forecasts, constant prices, 2023-29
- Baby food: market volume forecasts, million kg, 2023-29
- Baby food: PCE forecasts, current prices ($), 2023-29
- Baby food: PCE forecasts, constant prices, 2023-29
- Baby food: PCC forecasts, kg, 2023-29
- Exchange rates: LCU per $, 2017-23
- Exchange rates: LCU per $, 2024-29
- SKUs allocation by product type
- Category definitions
- Terminology definitions
- Italy’s value and volume shares in the global and the Western European baby food sectors, 2023-28
- Italy compared with other leading countries in terms of market share, growth, and competitive landscape
- PCC comparison - Italy, Western Europe, and global, 2018-28
- PCE comparison - Italy, Western Europe, and global, 2018-28
- Purchasing criteria for baby food, 2016
- Italy: In light of the rising cost of living, how have your shopping habits changed for baby care and child care products?
- Italy: What is your choice of pack size in the baby care and child care products category?
- Italy: How likely are you to trust recommendations from a virtual assistant (e.g. using artificial intelligence) to buy baby care and child care products?
- Italy: How important is each of the following features when deciding to make a purchase?
- Baby food: sector size (value), 2017-23
- Baby food: sector size (volume), 2017-23
- Market size and growth analysis by value and volume, baby food sector, 2017-29
- Baby food: manufacturer shares, value %, 2023
- Baby food: manufacturer shares, volume %, 2023
- Baby food: manufacturer shares by category, % value, 2023
- Market size and growth analysis by value and volume, baby milks category, 2017-29
- Baby milks: PCE & PCC, 2017-23
- Baby milks: PCE & PCC by age group, 2017-23
- Baby milks: segmentation, value, and volume, 2017-23
- Market size and growth analysis by value and volume, baby cereals & dry meals category, 2017-29
- Baby cereals & dry meals: PCE & PCC, 2017-23
- Market size and growth analysis by value and volume, baby wet meals & others category, 2017-29
- Baby wet meals & others: PCE & PCC, 2017-23
- Market size and growth analysis by value and volume, baby finger food category, 2017-29
- Baby finger food: PCE & PCC, 2017-23
- Market size and growth analysis by value and volume, baby drinks category, 2017-29
- Baby drinks: PCE & PCC, 2017-23
- Share of key distribution channels (in value terms) - baby food, 2023
- Key distribution channel share by category (in value terms), 2023
- GDP at current prices (EUR billion)
- Real GDP growth rate (%)
- Consumer price inflation (%)
- Unemployment rate (%)
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Danone
- The Kraft Heinz Company
- Nestlé
- Humana
- Unifarm
- HiPP
