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Summary of our market study
The French baby food market is valued at around 1.2 billion euros,
Global growth in the infant milk market is driven by strong demand from China, where parents place great trust in foreign brands.
The global market is highly concentrated, dominated by giants such as Danone and Nestlé, which together account for 80% of the market.
The market is divided into two segments: infant milks, valued at 980 million euros, and diversification foods such as compotes, purées and yogurts, which account for 220 million euros.
Confidence in brands remains an essential factor in consumer choice, particularly after the salmonella scandal at Lactalis and the contaminated milk scandal in China.
The number of births, at around 730,000, is falling
The organic baby food market is growing by 30% a year, and represents over 15% of the market.
Distribution channels for baby food are mainly supermarkets and hypermarkets, which account for 90% of infant milk sales. Pharmacies account for a smaller share.
French infant nutrition exports are growing strongly, mainly to Algeria and China.
Dominant generalist multinationals
- Danone and Nestlé
The pioneers of organic food:
- HiPP and Vitagermine
Specialists in pediatric nutrition:
- Nutriset, Gilbert Laboratories and Nutriben .
Dairy cooperatives and local plants:
- sodiaal
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Summary and extracts
1 Market overview
1.1 Presentation and definition of the baby food market
Infant nutrition covers all products designed to ensure the growth and development of infants and young children. There are two main categories:
- Infant milksformulated to meet the nutritional needs of babies of different ages (first age, second age, growing-up milk).
- Diversification foodswhich gradually introduce new textures and flavors: baby food, cereals, ready-to-eat meals, snacks.
The sector relies on two major players: manufacturers and distributors. Some manufacturers specialize exclusively in baby food, while others integrate it into a broader range of food products. Distribution takes place via several channels: supermarkets, pharmacies, specialist retailers and e-commerce, the latter facilitating access to products and the personalization of nutritional recommendations.
worldwide, the baby food market is enjoying steady growth, driven by growing awareness of nutritional issues and increasing demand for organic and allergen-free products.Asia andNorth America arethe main drivers of this expansion, while in Europe, consumers prefer more natural and transparent foods in terms of composition.
In France, the market is facing a continuing decline in the birth rate, with a 2.18% drop in births between 2023 and 2024. This decline is weighing on demand, but certain segments remain buoyant, notably :
- Organic and additive-free productsorganic and additive-free products, which meet the expectations of parents looking for quality and naturalness.
- Product innovationwith probiotic-enriched formulas and plant-based alternatives.
- The development of e-commercewhich simplifies purchasing and encourages personalized offers.
Against this backdrop, manufacturers are adapting their strategies, offering healthier recipes, eco-responsible packaging and greater transparency to reassure consumers and meet new market demands.
1.2 Global market on the rise
The global baby food market is growing fast, driven by changing consumption patterns and growing awareness of nutritional issues. In ****, it is estimated at **.** billion USD, and should reach ***.** billion USD in ****, with an average annual growth rate (***) of *.**% over the period.
Global baby food market trends ****-****, World, in $ billions Source: ****
The evolution of the baby food market is directly influenced by global population growth, although this varies from region to region. While the global population is on the rise, this progression is uneven: countries such as India are experiencing a surge in births, boosting demand for baby products, while some parts of Europe are facing a demographic slowdown that could put the brakes on market growth. These demographic disparities are shaping industry trends, forcing companies to adapt their strategies to local dynamics.
World population projections ****-****-****, in millions of inhabitants Source: InedIned The dynamism of the baby food market is based primarily on the growing demand for specialized products, in particular infant formulas, which account for the largest share of the market. Indeed, the sector's revenues are expected to exceed ** billion USD in ****, **% of which (***) will come from infant formula sales. According to OEC data, the Netherlands was ...
1.3 National market in decline
Between August **** and August ****, the French market forinfant food in supermarkets and hypermarkets is estimated at almostis estimated at almost *** million euros, divided almost equally between infant formulas and diversification foods.
Diversified baby foods recorded sales of ***.* million euros. However, they were down *% in value and *.*% in volume on the previous year. conversely, infant milks proved more resilient, with a slight *% rise in value, despite a *.*% drop in volume, reaching sales of *** million euros.
This trend reflects a change in consumer habits, with a rise inprolonged breastfeeding, a preference for more natural alternatives and price inflation, which has limited demand.
Breakdown of the baby food market August **** - August ****, in million euros Source: ****
Change in volume and value by segment France, **** vs. ****, in % (***) Source: ****
1.4 Positive trade balance
French players in the baby food industry have a strong international orientation, with a particular focus on the Chinese market. In ****, exports represented on average over **% of their sales, and even over **% for some industry leaders such as Nutribio (***) and Isigny Sainte-Mère.
Source: ****
The figures in this section are obtained from the UN Comtrade code: Food preparations; based on flour, semolina, starch, malt extract or dairy products, suitable for infants and young children, packaged for retail sale.
Enter**** and ****thefrench exports of baby foodfollowed a generally upward trend, reaching a record of*.*** billion in ****a significant increase on the*** million in ****. After a slight decline in****à*.*** billion dollarsexports stabilized at around*** million in **** and ****before rising sharply in****reflecting a stronger French presence in the international infant nutrition market. At the same time, imports, although lower than exports, have risen steadily, from $***.* million in **** to $***.* million in ****, an increase of almost **% in four years. This increase underlines a growing need for supplies of raw materials and specific products, particularly fromIreland, Luxembourg and Poland. Despite this increase in imports, France's trade balance remains largely in surplus, with a positive balance of $***.* million in ****, confirming the country's key role as amajor player ...
2 Demand analysis
2.1 Birth rate and demographic impact
The number ofbirths in Franceisdownward trendsince ****, from***,*** birthsthat year to***,*** in ****a decrease of more than**%in a decade. Thiscontinued decline could have an impact on a number of economic sectors, including infant nutrition, which is having to adapt to falling demand.
Number of births France, ****-**** Source: ****
There will be a general decline in fertility rates across all age groups between **** and ****, reflecting an overall trend towards fewer births. Women tend to have children at older ages, with a concentration of fertility in the **-** age group. This trend underlines the postponement of parental plans in a context marked by societal and economic changes.
Fertility rate by age group France, **** - **** Source: ****
France's birth rate has been falling steadily since ****, from **.* births per *,*** inhabitants in **** to *.* in ****. This decline accelerates particularly after ****, reaching its lowest level in ****. This trend is part of a context of demographic decline, marked by a drop in the number of births and an aging population.
Gradual decline in birth rate France, **** - ****, per **** inhabitants Source: ****
The average age at childbirth in France rose gradually between **** and ****, from **.* years in **** to ** years in **** for all births. This trend is also visible for first births, where the ...
2.2 Growth in organic and made-in-France products
The organic baby food market is experiencing significant growth, driven by increasing demand from parents for more natural and healthy products. By ****, organic infant foods will account for over **% of the total market, with annual growth estimated at **%.
This dynamism is fuelled in particular by parents' heightened vigilance with regard to product composition. Indeed, **% of consumers prefer "no added sugar" labels, and **% are looking for certified organic products.
Ranking of parents' choice criteria when purchasing a baby food product ****, in Source: ****
The organic infant milk segment is a good illustration of this trend. In ****, it accounted for *.* billion euros, or *.*% of the total infant milk market, and has grown by leaps and bounds over the last ** years, with a **-fold increase in value. according to a **** forecast: by ****, it should exceed *.* billion euros. This development is particularly marked in China, where two-thirds of market share is concentrated, while Europe accounts for **%. Although the overall organic food sector is facing difficulties, sales of baby food remain stable(***), testifying to the resilience of this segment. Specialized brands such as Hipp and Les Petits Culottés continue to innovate to capture this demand. In addition, private labels, which mainly offer organic products, recorded growth ...
2.3 Favourite baby food brands
Blédinadominates the ranking with **.*% of "likes", followed by Gallia (***). These three brands seem to benefit from strong brand awareness and consumer recognition for their quality and accessibility.
On the other hand, brands such as Hipp (***) receive fewer mentions, indicating a more specific positioning, focused on organic or premium products, which appeal to a more restricted audience.
The gap between Blédina and its competitors shows a clear consumer preference for this brand, probably due to its historical presence in the baby food market and its strong retail presence.
France's favorite baby food brands France, Brand Observatory **** - Q* & Q* - February ****, in %
Blédinadominates among women (***), while Hipp and Babybio areless popular, but remain more popular with women.
French baby food brands preferred by gender France, in Source: ****
3 Market structure
3.1 Value chain and market organization
The baby food market is based on a value chain involving several strategic players, from the supply of raw materials to distribution to end consumers.
Raw materials suppliers:
These players supply the ingredients needed to manufacture baby food products, such as:
Dairy producers (***) for the production of infant milk. Producers of cereals, fruit and vegetables for baby food, compotes and porridges. Suppliers of additives and nutritional supplements (***) to meet the specific needs of infants. Suppliers of packaging (***) to guarantee product preservation and safety.
Manufacturers of baby food products:
These companies transform raw materials into finished products, complying with strict quality and health safety standards. They include :
Major generalist brands (***). Specialized organic brands (***). Pharmaceutical laboratories and manufacturers (***). Emerging and independent brands (***).
These manufacturers develop new formulas and recipes, invest in research to improve the nutritional quality and assimilation of products, and guarantee compliance with current regulations.
Distributors:
They make products available to consumers, and fall into several categories:
Food superstores (***), which account for the bulk of sales. Specialized childcare stores (***), with dedicated ranges. Pharmacies and parapharmaciesparticularly for infant formulas and specific products. Online pure players (***), which are experiencing strong growth.
End customers :
Consumers in the baby food market are :
Individuals individuals: mainly ...
3.2 Manufacturers
French actors :
Subsidiaries of foreign groups operating in France :
Manufacturers' production location :
3.3 Distribution
By ****, the French baby food market was already dominated by two major players: Danone, with its Blédina brand, and Nestlé. Together, they generated over **% of sales by value in the dedicated sections of supermarkets. In ****, Blédina held a **.*% market share in volume terms, with sales of ***.** million euros, up on the previous year. These figures illustrate the sector's high concentration, with these two companies controlling a significant share of the market.
Source: ****
Main distribution channels :
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