Pragati Bharti

MBA Marketing
17001000024
Baby food

 Baby food is any soft, easily consumed food, other

than breastmilk or infant formula, that is made specifically
for babies, roughly between the ages of four to six months
and two years.
 The food comes in multiple varieties and tastes; it may be
table food that the rest of the family is eating that has been
mashed or otherwise broken down, or it can be purchased
ready-made from producers.
 The Indian baby food market is growing and is
estimated at Rs 1500/- crores.
 It is also one of the fastest growing segments in
FMCG today.
 The baby food market in India is growing by 10-
12% per year, India has the largest population of
0-4 year olds in Asia.
 There is an emphasis in developing foods that
are more organic and include more enhanced
ingredients for higher nutrition.
 There is an increased nutritional awareness
between parents, so the industry is driving
innovations including packaging of foods.
 Rapid
Urbanization

Indian
Rising
Disposable
Baby Growing

Food
Population
Income

Market

Increasing
Women
Workforce
 Cereal
Cereal
based with
based
milk

Ready to Rusk and

feed liquids biscuits

Milk based
 The milk based food segment is expected to
dominate the Indian Baby food market,
accounting for32.8% of market value in 2015
and 27.5% of volume as it is considered to be
the most convenient alternatives to mother
milk.
 Bottled baby food too seems to be one of the
leading segments in baby food market. With
increasing demand in organic farming.
1. Nestle: Nestle India Ltd maintained the lead with a
value share of 54% in 2016. the company continued to
leverage the popularity of its leading brand including
Lactogen, Cerelac, Nan, Nestum and Nestogen.
2. Amul: The GCMMF (Gujarat Co-operative Milk
Marketing Federation Ltd) is the largest food
products marketing organization of India. It is the
apex organization of the dairy cooperatives of Gujrat.
It is the exclusive marketing organization for
products under the brand name of Amul and sagar.
Amul has annual turnover of USD 3.4 billions.
3. Danone Nutricia: Nutricia is a part of the Danone
group specialised in baby food and clinical nutrition.
Product ranges from infant formula to specialised
nutrition for babies and spevific needs for
breastfeeding mothers.
4. Abbott India: Abbott India is healthcare company
that discovers, develops, manufactures and markets
innovative products and services. The company has
in–house development and medical teams to
undertake product and clinical development tailored
to the needs of the Indian market. Abbott provides
quality health care worldwide by creating healthcare
solutions, which directly affects the life of the
common man. Products: Pediasure, Similac Infant
Formula, Similac Advance.
5.Manna Food Pvt Ltd: Manna Foods Private
Limited is a Private incorporated on 27 May 1994. It is
classified as Non-govt company and is registered at
Registrar of Companies, Bangalore. Products: Ragi
Rich, Rice Rich etc.
 Super Market: supermarkets are large self-service grocery
stores that offer customers a variety of foods and
household supplies. The merchandise is organized into an
organized aisle format, where each aisle is numbered or
labeled and has only similar goods placed
together. Supermarkets are grocery stores that also
provide household items.
 Hyper Market: Hypermarkets are large retail establishments
that are a combination of supermarket and department
stores. They are considered as a one-stop shop for all of
the customer’s needs. Hypermarkets basically have all the
merchandise that could be required by a person on a daily
basis. Hypermarkets are a combination of grocery stores,
department stores and discount stores.
 Small Grocery Retailer: considering the scenario in few Asian
developing countries such as India, small grocery retailers
and health & beauty retailers hold significant share
considering sales in the region.

Strenghts
1. Rising demand for baby food.
2. Increasing awareness of
nutritious diet among babies
Opportunities
1.Emerging markets.
2. Expansion in product line.
Weekness
1.High competition in the
industry.
2. Better established producers
as new entrants to the organic
market could decrease market
share.
Threats
1.Increasing competition.
2. Uncertain R&D outcomes
 The Indian market is particularly attractive because of
the country’s robust birth rate. Given the increasing
reliance by Indian women on packaged baby food,
growth opportunities abound.
 Home-cooked meals are likely to be supplemented with
packaged baby food as more women take on full-time
jobs and purchasing power increases.
 The rise in India’s baby food market is also part of a
broader trend of consumers around the world becoming
increasingly aware of the importance of baby foods in
augmenting the nutrient requirements of babies and
toddlers
 In this context, parents are seeking to feed their
children products that enhance their development
throughout the early stages of life.