BABY CARE New launches and market-leading products drive sales in a multi-million-dollar category. Did you know that about 145,000 New Zealand babies and toddlers are getting their nappies changed about 6000 times before they’re 2.5 years old? Nappies are just one of many important weekly shopping choices for parents, with a wide variety of baby care products available at our supermarkets, including gentle shampoos, new plasticfree wipes and organic baby food options.
Little Bellies Little Bellies, the largest baby and toddler snack brand in Australia and New Zealand, continues its expansion with the launch of their brand-new Baby Bellies Organic Baby Bowls product range, now available across New Zealand, says Product Manager Amelia Goldsmith. “Little Bellies is New Zealand’s fastest-growing baby food brand with continued upward trajectory after the brand recorded strong double-digit percentage growth in 2020,” explains Goldsmith. “In a category currently dominated and overwhelmed by pouches, Little Bellies are bucking the trend with the introduction of their Baby Bowls, a move that will see them enter the category with the first bowl option and the brand’s first product outside of snacks.” 14
FMCG BUSINESS - JULY 2021
“LITTLE BELLIES IS NEW ZEALAND’S FASTEST-GROWING BABY FOOD BRAND” AMELIA GOLDSMITH, PRODUCT MANAGER