Today: May 28, 2016, 1:54 pm

Ireland baby food market led by Nutricia Ireland Ltd with a 46% share in 2013
Baby Food in Ireland - a new market research report on 2014-04-10 15:39:01
During April 2013, concerns began to emerge in Ireland in relation to the supply and availability of some products in powder milk formula. Initially, it was believed that shortages were set to be the result of illicit shipments being made from countries such as Ireland and the UK to China amidst ongoing concerns about food safety in China following the 2008 melamine contamination scandal, with externally produced branded products considered to be safer and to represent superior quality. Subsequently, it emerged that drought conditions in the US during 2012 had resulted in a shortage of maize starch, which is used to thicken milk formula, especially products aimed at babies exhibiting signs of severe colic and constipation.

Nutricia Ireland Ltd is the leading player with 46% value share in 2013 with the Milupa, Cow & Gate and Nutricia is set to remain the leading company in baby food in 2013 due to the fact that it offers the two most popular baby food brands among Irish consumers. All of the company´s various baby food brands have been present in Ireland for many years and they have often been popular for generations within families, making them very well respected and highly trusted. Nutricia is expected to account for 45% of total value sales in baby food in 2013, with its Cow & Gate brand holding first position, with Aptamil in second position and Milupa in sixth position.

Baby food in Ireland is expected to increase in constant value by 1% over the course of the entire forecast period as Ireland´s declining birth rate is beginning to have a very detrimental impact on growth potential in baby food in Ireland. The maturity of the category combined with extremely strong brand loyalty amongst Irish consumers and the already well-established and very extensive product ranges of baby food are set to ensure a strong and very positive performance for the leading players in the category, although this is also likely to place limits on the levels of competition in the category and compromise the potential for further positive growth somewhat during the forecast period.

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