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Infant nutrition trends


 Last year, the BPA partnered with Allegra Strategies, a management consultancy specialising in the analysis of retail and consumer lifestyle trends to offer members access to market information at a discounted rate.

Allegra’s latest study, Project Kinder, is the most in-depth study ever undertaken in the UK for the infant nutrition market analysing 5,000 detailed online interviews with new and expectant mothers. This reveals that the 2011 UK infant nutrition market is estimated at £778.5m and is expected to reach just under £860m by 2014.

Key findings are that most baby feeding decisions are made prior to birth and influence future shopping behaviour. Today’s new mums are savvy and hungry for information and fully embrace social media, websites and online blogs and on average join 7 or 8 online baby clubs. In addition, 91% of mothers with children under three years typically do their main shop in the top four supermarkets – Tesco, Asda, Sainsbury’s and Morrisons – compared with 82% of the UK population.

Within the feeding equipment sector, the key market trend is to offer innovative products that simulate nurturing habits and mimic breastfeeding and mothers base their purchase decision on factors such as bottle teat shape. tommee tippee and Philips Avent are dominating the feeding equipment market with 66% of mothers owning tommee tippee tableware, whilst smaller innovative brands such as Medela are entering the sector to cater for the high end market.

For more information and details about how to obtain the full report, contact Julie James at the BPA on 0845 456 9570 or email: Julie@b-p-a.org

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