Early Nutrition Innovation Report 2016

zenithinternational 2016 Early Nutrition Innovation

A review of recent key trends and new product developments

June 2016

Research Note In undertaking its research for this report, Zenith has utilised its internal data library and global databases, alongside other third party sources and interviews with the industry. Throughout its on-going research, Zenith also depends upon the goodwill and co-operation of operators active in the marketplace, and, as such, seeks to achieve a high level of accuracy.

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CONTENTS

The contacts at Zenith International in connection with this report are:

Juliette de Nettancourt Consultant Zenith International Ltd., UK Tel: +44 1225 327934 jdenettancourt@zenithinternational.com Monika Fedor Consultant Zenith International Ltd., UK Tel: +44 1225 327936 mfedor@zenithinternational.com Esther Renfrew Market Intelligence Director Zenith International Ltd., UK Tel: +44 1225 327900 erenfrew@zenithinternational.com Zenith International Ltd 7 Kingsmead Square Bath BA1 2AB United Kingdom T +44 (0) 1225 327900 F +44 (0) 1225 327901 www.zenithinternational.com

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Section

Page

1. Introduction and scope

4

2. Infant nutrition chronology

7

3. Crude birth overview

8

4. Category overview

11

•

Infant milk formula

•

Infant food

5. Brand profiles

26

5.1 Brand profiles: Infant formula • x • x • x • x • x

27

5.2 Brand profiles: Infant food • x • x • x • x

65

Page 3

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zenithinternational 1. Introduction and scope

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INTRODUCTION AND SCOPE Infant nutrition innovation

Overview The aim of this report is to assess developments in the infant nutrition sector, identifying and summarising trends and new innovations in order to understand what opportunities exist for new product development.

Scope A global market overview of trends and developments, featuring brand profiles to benchmark against leading and innovative infant products worldwide, tracking recent innovation within the infant formula and food categories as well as investigating the future outlook of the market.

Categories covered in this report:  Infant formula  Infant food Products profiled in this report contain features that span a number of trends shaping the future of the infant nutrition sector, including:  Premium products (healthy, organic, super fruits, flavours, Halal)  Convenience (packaging innovation)  Specialisation and solution milk  Dairy-free infant milk

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INTRODUCTION AND SCOPE Infant nutrition innovation

Definition & Coverage: For the purpose of this report, Zenith has designed its research scope as follows: It will focus on two main categories: infant formula (from birth) and baby food (from 6 months). The most rapid development of a baby happens during the first 1000 days of a baby’s life, throughout the woman’s pregnancy up to the baby’s second birthday. Consequently this report will cover innovation and new product development shaping the global market of early nutrition with product profiles from 2012 to 2016 for the infant formula and 2014 to 2016 for infant food with the exception of products perceived as unique in their category.

Specific categories includes:  First infant formula – designed for infant 0 to 6 months old.  Follow up formula – designed for infant 6 to 12 months old.  Growing up formula – designed for toddlers 12 to 24 months old also known as toddler milk or GUMPS (Growing up milk products).  Infant food – Includes prepared baby food, notably pouches, cereals, porridge, juices, yoghurt, ready meals for babies 6 to 24 months old.

Exclusions:

 This report will excludes three main categories:  Prenatal products designed for a mother during pregnancy  Products for premature babies  Product for children over 2 years old Coverage : Infant formula is generally based on treated cows’ milk so it is suitable for babies. It is available in different forms such as powder, liquids, or tablets and can be based on alternative milk. The alternatives and different forms of infant formula will be covered in this report.

Baby food is introduced as part of the weaning process and is generally initiated at 6 months old. Weaning is the process of moving the baby from a milk-only diet to solid food. Therefore the baby food category will cover the different products and innovations available for babies during this period of transition up to two years old.

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INFANT NUTRITION CHRONOLOGY Infant nutrition overview

This timeline breaks out the different stages of infant feeding and shows when different types of formula might be introduced. However, there is no globally defined timeline as to when infant products should be introduced. Here are some of the most accepted guidelines.

The weaning period usually starts at 6 months when most infants shift from drinking exclusively breastmilk or first infant formula to eating several types of food.

6 months

It is recommended to exclusively breastfeed or to use first infant milk formula during this period.

8-10 months

In addition to breastfeeding , small amounts of mashed or soft cooked food can be introduced in the infant’s diet.

12 months

Baby rice, baby cereals (mixed with cow milk) and finger food can be introduced and help the infant learn how to chew.

Once the infant is used to soft cook food, meat, chicken, fish and full-fat dairy products can be introduced to his/her diet.

Birth Follow on formula is available for infants

The baby can now eat most of the foods as long as the pieces are small. He/she will move gradually to 3 meals a day and will be able to drink whole cows’ milk

Growing up formula is available.

Goat’s milk and sheep’s milk can also be introduced as an infant milk

Weaning period

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CRUDE BIRTH OVERVIEW Overview of 2014 Overview of the world crude birth (live birth occurring per Picture 1: Map of the World Crude Birth (‰) in 2015 (Source: World Bank) 1,000 population (‰) through the year) per country in 2014.

• Commentary.

Table 2: Key Developed Countries Crude Birth (‰) in 2010 and 2014 (Source: World Bank)

Table 1: Top 5 Countries with the Highest Crude Birth (‰) and their fertility rate in 2015 (Source: World Bank) Country

Crude birth

Country

Fertility rate

1

1

2

2

3

3

4

4

5

5

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2010

2014

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CRUDE BIRTH OVERVIEW Birth rate by region from 2005 to 2025 per 1,000 population Graph 1: World Crude Birth (‰population)

Graph 2: Crude Birth Rate Per Region (‰population)

1.2

1.2 1.0

1.0

0.8

0.8

0.6

0.6

0.4 0.2

0.4 0.0 Africa

0.2

Asia

0.0

2005 - 2010 2010 - 2015 Source: World Health Organization

2015 - 2020

2005 - 2010

2020 - 2025

Europe

Latin America and the Caribbean

2010 - 2015

North America

2015 - 2020

Oceania

2020 - 2025

Source: World Health Organization

• Commentary

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CRUDE BIRTH OVERVIEW Interpretation of crude birth levels in developed and developing market

Developed markets: •

Commentary

Developing markets: •

Commentary

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zenithinternational 2. Category overview

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INFANT NUTRITION OVERVIEW Developed markets

Developed markets are willing to spend on infant nutrition products • Commentary

Breastfeeding is a rising risk for first infant formula • Commentary

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INFANT NUTRITION OVERVIEW Developing markets

Social development is driving the demand for infant food and formula

Graph 3: Asia-Pacific value sales

1% 1%

• Commentary

1% 1% Asia is driving growth, especially with China being the leading market

0%

• Commentary

0%

0% Baby food

Infant formula

Graph 4: Exclusive breastfeeding (<6 months, %) 2010 - 2015 1% 1% 1% 1% 0% 0% 0% Africa

Middle East and North Africa

Asia

Latin CEE/CIS Least America developed and the countries Caribbean

World

Source: Unicef infant and young child

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zenithinternational 2.1 Category overview

Infant formula

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INFANT FORMULA Overview Infant formula overview

Graph 5: Baby formula share of value sales, by region in 2015

â&#x20AC;˘ Commentary 20%

20% Asia Pacific Europe North America

20%

20%

Latin America Africa and Middle East

20%

Graph 6: Global share of value sales per formula type in 2015

33%

34%

First infant formula Toddler formula (follow-on and growing up) Specialty

33%

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INFANT FORMULA Country analysis - China Focus on China, the leading market

End of the one child policy

Commentary

Commentary Regulations change Commentary

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INFANT FORMULA Global trends and developments Global trends and developments in infant formula consumption Key emerging trends include:

TRENDS

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INFANT FORMULA Infant formula category challenges and barriers Global challenges and barriers in infant formula consumption Key challenges and barriers include:

CHALLENGES AND BARRIERS

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INFANT FORMULA Infant formula insights and opportunities Global insights and opportunities in infant formula consumption Key insights and opportunities include:

INSIGHTS AND OPPORTUNITIES

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zenithinternational 2.1 Category overview

Infant food

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INFANT FOOD Commentary Commentary

Infant food overview Commentary

Graph 7: Infant food share of value sales, by region in 2015

20%

20% Asia Pacific Europe North America

20%

20%

Latin America Africa and Middle East

20%

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INFANT FOOD Global trends and developments – country analysis

Global infant nutrition consumption

Specific country overview:

Commentary

The United States of America • Commentary

China & India • Commentary

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INFANT FOOD Global trends and developments Global trends and developments in infant food consumption Key trend and development include:

TRENDS

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INFANT FOOD Infant food category challenges and barriers Global challenges and barriers in infant food consumption Key challenges and barriers include:

CHALLENGES AND BARRIERS

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INFANT FOOD Infant food insights and opportunities Global insights and opportunities in infant food consumption Key insights and opportunities include:

INSIGHTS AND OPPORTUNITIES

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zenithinternational 3. Brand profiles

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zenithinternational 3.1 Brand profiles

Infant formula

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Trend

Country

Company

Brand

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Price

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Positioning

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INFANT FORMULA Trend

Aptamil Profutura Danone, UK https://www.aptaclub.co.uk/

Product information: Aptamil Profutura is the latest premium infant formula produced

by Danone. The company claims to have developed the closest formula to breastmilk, with the highest level of LCP to develop sight, brain and nervous system development.

The formula is Halal approved. This formula also promote an innovative packaging which is meant to be more convenient and hygienic. Aptamil Profutura is also available in Ireland and Hong Kong.

Launch date: January 2016

Variants: Follow-on milk and growing up milk Ingredients: Demineralised whey (from milk), Lactose (from milk), Skimmed milk, Anhydrous milk fat, Vegetable oils (Rapeseed oil, Sunflower oil, Coconut oil, Single cell oil), Galacto-oligosaccharides (GOS) (from milk), Whey protein concentrate (from milk) Positioning: From birth to 6 month old Channels: Retail and online Pack size & type: Tub: 800g, bottles: 200ml and 70ml, starter pack: 6x70ml bottle, presterilised teats and bottles Price: £12.99 per 800g tub or £16.24 per kg

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zenithinternational 3.2 Brand profiles

Infant food

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Trend

Country

Company

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Brand

Price

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Positioning

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INFANT FOOD Trend

Paella With Med Veg Heinz, UK http://www.heinzbaby.co.uk/

Product information: This pouch combine the demand for new and exotic flavour as well as the need for convenience and portability. Additionally, Heinz upgraded their packaging with a wider spout than standard pouches allowing wider chunk of food to be swallowed.

Launch date: February 2016 Variants: Thai chicken curry, Sweet and our chicken, and Spaghetti bolognese

Ingredients: Vegetables (48%, carrot (20%), courgette (12%), onion (5%), peas (5%), sweetcorn, red pepper (3%)), rice (20%), skimmed milk, water, cornflour, lemon juice from concentrate, olive oil, turmeric, garlic, parsley, paprika, black pepper, oregano, iron sulphate Positioning: From 10 months old Channels: Retail and online Pack size & type: Pouch: 180g Price: ÂŁ1.79 per pouch

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