July 12, 2024 – Globally, parents prefer baby formulas and milk for their nutritional value and convenience, ensuring their infants receive essential nutrients for healthy growth and development. Innova’s 360 research into the baby milk market allows for identification of key insights into new product launches and innovations, flavors, and claims, as well as what may develop in the future.
Baby Milk Product Launch Trends
Baby formula and milk is the leading subcategory within the baby and toddlers’ category. Over the past five years, launches in this subcategory have fluctuated, with a notable increase in launches in 2024. Sales remained nearly steady during the same period.
Latin America leads the baby formula and milk market, accounting for 36% of launches within the baby and toddler’s category, followed by Asia Pacific and the Middle East and Africa. Baby milk market research reveals that the use of prebiotics and probiotics for digestive health, vitamin and mineral fortification, and options with added iron and calcium have driven new product launches in Latin America.
Leading Regions in the Baby Milk Market
Asia Pacific is the top region for baby formula and milk launches, with a significant 6% rise over the past three years. This is followed by Europe and North America. Options prepared with nine types of amino acids for muscle development, stronger bones and joints, and digestive health support are driving the new product launches in APAC.
While Asia Pacific dominates baby formula and milk sales, Latin America is the fastest-growing region in sales over the past two years. In both Asia Pacific and Latin America, antioxidant-rich formulas and products with vitamins A and C and minerals supporting skin health, as well as indulgent and premium offerings, are driving innovation and sales growth.
Top Companies and Brands in the Baby Milk Market
Nestlé, Nutricia, Mead Johnson Nutrition, Abott, and Hipp are the top 5 companies for baby formula and milk launches.
Nestlé is the market leader with 15% of launches, driven by its brands Nan, Beba, Nido, Lactogen, and Lactogrow. Launches using optipro technology, including partially hydrolyzed protein, semi-skimmed powdered milk for preschoolers, and products manufactured from 100% renewable energy, have boosted the company’s new product development.
Baby Milk Claims and Positioning Trends
Health is a significant driver of baby milk market trends, with companies targeting claims that emphasize healthy consumption to attract consumers. The top 5 positionings are DHA, immune health, source of protein, brain health, and growing-up milk (1-3 years).
Baby milk market trends research highlights diverse claim preferences between the regions. In Europe, there is a growing interest in palm oil free, indulgent and premium, omega-3 claims. Asia Pacific is seeking claims like digestive health and baby formula. Meanwhile, North America is exploring indulgent and premium, sources of fiber, digestive and gut health. In Latin America, consumers are inclined towards vitamin and mineral fortified and gluten free claims. These diverse claims reflect demand for varied health benefits in the global baby milk market.
Baby Milk Flavor Trends
Vanilla, milk chocolate, honey, strawberry, and banana are the top 5 flavors in the global baby milk market. The flavor landscape of the baby milk market is evolving, with vanilla emerging as the predominant flavor among the top 5. In Asia Pacific, milk chocolate and honey are gaining popularity, whereas in North America, strawberry is on the rise. This indicates brands are launching different flavor profiles to meet regional preferences and consumer demands.
What’s Next in Global Baby Milk Market Trends?
Asia Pacific is leading in baby formula and milk product launches, with brands developing products that support muscle growth, stronger bones, joints, and digestive health to attract consumers’ attention. Consumers are increasingly focused on the health benefits of baby formula and milk products. Brands can capitalize on this trend by innovating products that support immune, brain, bone, oral, and eye health.
Free from positionings drive innovation in the global baby formula and milk market. Companies can leverage this by developing products that address allergen concerns, including gluten-free and lactose-free options, alongside maintaining clean labels. Innovation in indulgent flavors and formulations with premium ingredients like goat milk powder and plant-based oats is likely to provide consumers with a variety of options for healthy indulgence.
As consumer preferences continue to evolve, brands that prioritize health benefits and clean labels in their offerings are likely to lead in the baby milk market.
This article is based on our report, “Overview of Baby Formula/Milk – Global.” If you are interested in reading this report, feel free to request a demo.
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