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Sample Deliverable
Demand-Supply Assessment of the US Baby Products Market
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Table of ContentsSection 1: Market Overview
Market Size and Segmentation
Baby Food
Baby Skincare
Key US States
Growth Trends
Industry Challenges
Section 2: Competitive Landscape Assessment
Section 3: Distribution Channel Analysis
Section 4: Branding & Marketing Strategies
Section 5: Summary
Section 6: Appendix
Sample Disguised and Abridged
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Sample Disguised and Abridged
In 2015, baby food market in the US was estimated at ~USD XX billion; it is
forecasted to reach USD XX billion by 2020
Market Overview Study on the US Baby Products Market
Though xx% of the baby food sales value comes from North America and
Europe, smaller regions like Latin America & Middle East are also growing fast
In 2015, the US baby products market was worth ~ USD XX billion. It comprised
the following segments:
Baby Food
Baby Skincare
Baby Seat and Safety Products
Diapers and Accessories
The US baby food market accounted for about XX of the total baby products market
in 2015
During 2009-2015, the baby food market was almost stagnant (0.x% CAGR), with
2014 market value similar to 2009. However, from 2011-2015, market grew at CAGR
xx%
*Inclusive of baby formula
XX%
XX%
xx%
The percentage within the pie-chart indicates the contribution to the global baby food
market in 20xx
The figures in the bar graph indicate the YoY growth in baby food & formula in 20xx
Baby Food
Baby Formula
Sample Disguised and Abridged
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Within the baby food market, organic food is gaining traction and is
emerging as a significant segment in the US
Total Market
USD XX bn
Baby milk constitutes the largest segment of the
overall baby food market. It contributed about
three-fourth of the total baby food market value
in 2015
During 2009-2014, the share of baby milk
declined as consumption fell, while prices
remained stable
A. Organic Prepared Baby
Food (USD Mn)
B. Organic Milk Formula
(USD Mn)
C. Other Organic Baby Food
(USD Mn)
D. Organic Dried Baby Food
(USD Mn)
Market Overview Study on the US Baby Products Market
High product quality and safety are the top
criteria for consumers purchasing baby food
products. The parents desire to provide the best
to their kids is expected to drive the demand for
baby food products
Demand for gluten free baby food products
has also risen, primarily driven by increased
consciousness regarding allergens among many
parents
Organic baby food was one of the fastest growing sub-segments in 2015
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Table of ContentsSection 1: Market Overview
Market Size and Segmentation
Key US States
Growth Trends
Industry Challenges
Section 2: Competitive Landscape Assessment
Section 3: Distribution Channel Analysis
Section 4: Branding & Marketing Strategies
Section 5: Summary
Section 6: Appendix
Sample Disguised and Abridged
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Sample Disguised and Abridged
Growing Online
Sales
Online sales of baby products have outpaced all other segments of
consumer packaged goods in the past three years
In 2015, the online share of baby products sales was 10 times
higher than the online share for any other consumer-packaged
goods. Also, online sales made up XX % of baby product
sales, compared to only X % for other consumable goods,
reflecting the consumers willingness to buy these products online
Rise in online sales and increasing demand for high quality products are the
key trends emerging in the US market
Market Overview Study on the US Baby Products MarketB
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Packaging Innovation
1 In terms of packaging, products in tubs or glass currently make up the vast majority of baby food value sales
However, in 20xx, pouch market sales grew x% year-on-year in the US
In comparison, sales of products packaged in tubs or glass declined by x% in the US during the same period
The popularity of pouches is largely driven by their ease and flexibility; pouches provide
convenient, portable nutrition thats extremely compatible with consumers on-the-go
lifestyles, and they promote self-feeding and independence
Liz Buchanan, Director, Global Professional Services, Nielsen
Product Trends
The market for baby care products is evolving, primarily driven by
consumers' desire to give their children the best. Manufacturers in
the baby care market are taking inspiration from the adult market,
especially in categories such as food and personal care, fueled by
consumers' desire to pamper their babies
High product quality and safety are the top criteria for consumers
when purchasing baby products. The penetration of less expensive
private labels in the category is low, as consumers are ready to pay
higher prices for high-quality branded products
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Table of Contents
Section 1: Market Overview
Section 2: Competitive Landscape Assessment
Baby Food
Competitive Landscape
Key Player Profiles
Product Portfolio and Price Mapping
Organic Food Landscape
Baby Skincare
Section 3: Distribution Channel Analysis
Section 4: Branding & Marketing Strategies
Section 5: Summary
Section 6: Appendix
Sample Disguised and Abridged
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Sample Disguised and AbridgedCompetitive LandscapeStudy on the US Baby Products Market
North America baby food market is fairly consolidated, with top three
players accounting for XX of the total market
*The market share chart presented here accounts for xx % of the market. The details of the players constituting the
remaining x% market are unavailable. Hence, the break-up for US vs non-US is ascertained for xx% of the market
Sample Disguised and Abridged
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Sample Disguised and AbridgedCompetitive LandscapeStudy on the US Baby Products Market
The top brand by these 3 players together enjoy the lions share
(more than XX) of the baby food market in North America
Company x Brand Mapping Brand-wise Market Share, 2015
SIMILAC
SENSITIVE
ALIMENTUM
*The market share chart presented here accounts for XX% of the branded market
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Table of Contents
Section 1: Market Overview
Section 2: Competitive Landscape Assessment
Baby Food
Competitive Landscape
Key Player Profiles
Product Portfolio and Price Mapping
Organic Food Landscape
Baby Skincare
Section 3: Distribution Channel Analysis
Section 4: Branding & Marketing Strategies
Section 5: Summary
Section 6: Appendix
Sample Disguised and Abridged
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Price Mapping: Formula
Competitive LandscapeStudy on the US Baby Products Market
Under 2 oz 2 3.9 oz 4 4.9 oz 5 7.9 oz 8 8.9 oz 9 22.9 oz 23 oz & above
3
6
9
12
15
18
21 &
above
Prices (
US
D)
Weight (Ounces)
Opportunity Area
9-22.9oz 23 oz & above
The above chart is indicative in nature and depicts the price range
for a particular brand, segregated by package weight
1 2 3 4 5
Brand Products
Earths
Best
Organic Sensitivity Infant
Formula with Iron
Enfamil Enfamil Gentlease Non-
GMO Powder Tub
Similac Similac Neosure Infant
Formula with Iron
Gerber
Stage 1 Gerber Good Start
Gentle Powder Infant
Formula
Enfagrow Enfagrow Toddler
Transitions Powder Can
Indicative Product Portfolio
Price Legend
Brand Price
Gerber 45.9
Enfamil 41
Similac 32.4
Brand Price
Earth Best 50.9
Enfamil 37.5
Similac 37.4
Gerber 33.1
Enfogrow 23.5
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Table of Contents
Section 1: Market Overview
Section 2: Competitive Landscape Assessment
Baby Food
Competitive Landscape
Key Player Profiles
Product Portfolio and Price Mapping
Organic Food Landscape
Baby Skincare
Section 3: Distribution Channel Analysis
Section 4: Branding & Marketing Strategies
Section 5: Summary
Section 6: Appendix
Sample Disguised and Abridged
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Three brands dominate the organic baby food market, accounting for about
XX of the market share
Over the last few years, the organic baby food market has witnessed high growth as well as increased
