The Baby Food Sector in Italy, 2019

"The Baby Food Sector in Italy, 2019", is an analytical report by GlobalData which provides extensive and highly detailed current and future market trends in the Italian market.

Italy has struggled to maintain the standard of living it achieved in the 1990s, and living standards in the South remain behind the rest of the country. Nonetheless it is the quality of food that influences their purchases, rather than price alone. The number of births has fallen dramatically causing the baby food sector to contract. Enforced price decreases in the milks category and lower prices in real terms in most other categories – resulting from heightened competition and manufacturers' efforts to stimulate sales – has put pressure on value sales. Nonetheless, per capita consumption is high, largely due to significant wet meals and finger foods categories. Consumption of milks remains low, due to high prices and increasing breastfeeding rates. Production has been hit by the economic situation, although exports have risen. Imports have been falling. Heinz and Danone dominate, with around 80% of sales in 2018. Nestlé is the only other significant competitor. Heinz continues to lead in meals, drinks, and finger foods, while Danone leads in milks and cereals. Grocery stores have benefited from their convenience and lower prices. However, first-stage and special formula perform well in pharmacies, and specialist outlets. Real growth in GDP has begun to slow and investor confidence has fallen since the election of a populist government in 2018. Combined with a forecast decline in the number of births, demand is expected to continue to fall.

What else does this report offer?

– Consumption data based upon a unique combination of industry research, fieldwork, market sizing work and our in-house expertise to offer extensive data about the trends and dynamics affecting the industry.

– Detailed profile of the companies operating and new companies considering entry in the industry along with their key focus product sectors.

– Market profile of the various product sectors with the key features & developments, segmentation, per capita trends and the various manufacturers & brands.

– Overview of baby food retailing with a mention of the major retailers in the country along with the distribution channel.

– Future projections considering various trends which are likely to affect the industry.


– In real terms, value sales have fallen by 13.3% since 2012. Per capita consumption is high at 38.5 kg, largely due to the unusually high volumes of wet meals and finger foods consumed.

– The highest standards of living remain in the North of Italy, although the center is now not far behind. Italians place great emphasis on the quality of food and it is this that influences their purchases, rather than price alone.

– Exports of baby food are considerably lower than imports, although they have risen over the last few years. In 2017, they stood at 30,415 tons, equivalent to a value of €69 million, and consisted primarily of baby meals.

– The market is dominated by the multinationals Heinz and Danone with a combined 78.6% of value sales and 82.1% of volume sales in 2018. The only other player of significance, Nestlé, is well behind the leaders, with just 7.6%.

– Grocery stores account for the majority of value sales, at 54% in 2018, a share that has been steadily rising since 2010, largely due to the convenience and lower prices often offered by the grocery category.

– Between 2018 and 2024 consumption is predicted to decline by 5.4%, to 50,759 tons, with value growth of 6.8%, raising retail sales to €662 million in 2024.

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.

Companies mentioned

Heinz Italia SpA


Nestlé Italia SpA

Humana Italia SpA

Table of Contents

Table of Contents


Executive Summary


Background to the Market

Birth: Live Birth Rates

The Consumer

Socio-Demographic Trends

Working Women


Breastfeeding Trends

Market Overview

Market Overview

Manufacturers shares

Sector Analysis

Baby Milks

Baby Cereals

Baby Meals

Baby Drinks

Baby Finger Foods

Production and trade




Company profiles

Heinz Italia SpA


Nestlé Italia SpA

Humana Italia SpA

Other Manufacturers


Baby Food Retailing

Economic background

Economic Background

Key Macro-economic Forecasts

Prospects and forecasts

Birth And Population Projections

Forecast Overview

Future Trends


Additional Data Tables

Summary Methodology

About Globaldata

List of Tables

List of Tables

Table 1: Birth & Population Trends, 2008-2018

Table 2: Birth Rate by Area, 2011-2015

Table 3: Live Births by Region, 2017

Table 4: Birth Rate by Region, 2011-2017

Table 5: Households Not Living in Poverty, 2010-2013

Table 6: Baby Food Sales, by Geographical Region, 2010

Table 7: Age of Mother at Birth of Baby, 2010-2017

Table 8: Female Employment Trends, 2010-2017

Table 9: Female Employment Rates by Age Group, 2017

Table 10: Breastfeeding Trends by Region, 2000, 2005 & 2013

Table 11: Breastfeeding Rates on Leaving Hospital, by Region, 2013

Table 12: Prevalence in Breastfeeding in Emilia-Romagna, 1999-2011

Table 13: Breastfeeding in Lombardy, 2006 & 2012

Table 14: Breastfeeding in Emilia-Romagna, by Nationality of Mother, 2011

Table 15: Average Length of Breastfeeding by Region, 2000, 2005 & 2013

Table 16: Market Size, 2018, & Growth Rates, 2012-2018

Table 17: Baby Food: Manufacturer Market Share Trends, % Value & Volume, 2012-2018

Table 18: Baby Food: Manufacturer Shares by category, %, 2018

Table 19: Baby Milks: Category Size, 2018

Table 20: Baby Milks: Category Growth, % 2012-2018

Table 21: Powdered Baby Milks: Brand Price Analysis, 2018

Table 22: Liquid Baby Milks: Brand Price Analysis, 2018

Table 23: Baby Milks: Manufacturer Market Shares, Value and Volume, 2012-2018

Table 24: Baby Cereals: Category Size, 2018

Table 25: Baby Cereals: Category Growth, % 2012-2018

Table 26: Baby Cereals: Price Positioning, 2018

Table 27: Baby Cereals: Manufacturer Market Shares, Value and Volume, 2012-2018

Table 28: Baby Meals: Category Size, 2018

Table 29: Baby Meals: Category Growth, % 2012-2018

Table 30: Savory Wet Meals: Price Positioning, 2018

Table 31: Sweet Wet Meals: Price Positioning, 2018

Table 32: Dry Meals & Pasta: Price Positioning, 2018

Table 33: Baby Meals: Manufacturer Market Shares, Value and Volume, 2012-2018

Table 34: Baby Meals: Manufacturer Market Shares by Segment, Value, 2018

Table 35: Baby Drinks: Category Size, 2018

Table 36: Baby Drinks: Category Growth, % 2012-2018

Table 37: Baby Drinks: Price Positioning, 2018

Table 38: Baby Drinks: Manufacturer Market Shares, Value and Volume, 2012-2018

Table 39: Baby Finger Foods: Category Size, 2018

Table 40: Baby Finger Foods: Category Growth, % 2012-2018

Table 41: Finger Foods: Price Positioning, 2018

Table 42: Finger Food: Manufacturer Shares, 2012-2018

Table 43: Baby Food: Sales by Outlet Type, 2012-2018

Table 44: Baby Food Sales, by Type of Food Outlet, 2010

Table 45: Pharmacy Sales, by Type of Baby Food, 2011/2012

Table 46: Italy: Key Macro-Economic Indicators, 2012-2019

Table 47: Key Macro-Economic Forecasts, 2018-2024

Table 48: Birth & Population Projections, 2012-2024

Table 49: Baby Food: Category Growth, 2018-2024

Table 50: The Baby Population, 2008-2024

Table 51: Number of Women of Childbearing Age by Age Group, 2018 & 2024

Table 52: Baby Food: Market Value Forecasts, Current Prices, 2012-2018

Table 53: Baby Food: Market Value, Constant Prices, 2012-2018

Table 54: Baby Food: Market Value, US$ Million, 2012-2018

Table 55: Baby Food: Market Volume, Tons, 2012-2018

List of Figures

List of Figures

Figure 1: Baby Food: Market Size,2012-2018

Figure 2: Baby Food: Per Capita Consumption, 2012-2018

Figure 3: Baby Food: Segmentation, Value, 2018

Figure 4: Baby Food: Manufacturer Shares Value, 2018

Figure 5: Baby Food: Manufacturer Shares, Value %, 2018

Figure 6: Baby Food: Manufacturer Shares, Volume %, 2018

Figure 7: Baby Food: Manufacturer Shares by category, % Value, 2018

Figure 8: Baby Milks: Category Trends, 2012-2018

Figure 9: Baby Milks: Per Capita Expenditure & Consumption, 2012-2018

Figure 10: Baby Milks: Per Capita Consumption & Expenditure by Age Group, 2012-2018

Figure 11: Baby Milks: Category Segmentation, Value and Volume, 2012-2018

Figure 12: Baby Cereals: Category Trends, 2012-2018

Figure 13: Baby Cereals: Per Capita Expenditure & Consumption, 2012-2018

Figure 14: Baby Meals: Category Trends, 2012-2018

Figure 15: Baby Meals: Per Capita Expenditure & Consumption, 2012-2018

Figure 16: Baby Meals: Category Segmentation, Value and Volume%, 2018

Figure 17: Drinks: Category Trends, 2012-2018

Figure 18: Drinks: Per Capita Expenditure & Consumption, 2012-2018

Figure 19: Finger Foods: Category Trends, 2012-2018

Figure 20: Finger Foods: Per Capita Expenditure & Consumption, 2012-2018

Figure 21: Baby Food: Market Size, 2018-2024

Figure 22: Baby Food: Per Capita Consumption, 2018-2024

Figure 23: Baby Food: Segmentation, 2024


Discounts available for multiple report purchases.
+44 (0) 161 359 5813

Join our mailing list

Saved reports