Emmanuelle Grimbert, Marketing Director UK at Danone Nutricia Early Life Nutrition, said: We are seeing some growth in the baby food market (+3.5% in value in the latest 12 months), driven by snacks, pouches and in the chilled/frozen sector. Cow & Gate has secured the position as the leading brand in unit sales and No. 2 in value sales.
The baby milk formula market in the UK is stable. This is consistent with the current birth rate level at national level, with some categories still experiencing healthy growth, particularly first milks and tailored infant formula. Aptamil strengthened its position as the UK brand leader, helped by the January 2016 launch of Aptamil Profutura, a new premium offering. Cow & Gate remains in a strong second place.
Marketing support for the baby & kids category
Tom Benton, Head of Digital at Danone Nutricia Early Life Nutrition UK, said: At Danone Nutricia Early Life Nutrition we have undergone a digital transformation centred on improving our consumer engagement and enhancing our role as not just a brand, but a supportive partner to our consumers in their times of need. For us, this is pregnant women and parents, who we are committed to supporting as they develop positive nutrition behaviours in the critical first 1000 days of their babies’ lives, to influence healthy outcomes for a lifetime. We are on hand to help our customers, responding to online queries within 20 minutes.
DANONE NUTRICIA EARLY LIFE NUTRITION