Baby Drinks
Innova Market Insights
April 2010
Introduction
This review focuses on global Baby Drinks product launches
tracked by the Innova Database.
The review contains information regarding new Baby Drinks
product launches from January 2009 to December 2009.
Market Analysis
Company Analysis
Positioning Analysis
Flavour Analysis
Baby Drinks Product Trends
Packaging Analysis
Conclusion
Market Analysis
Market Analysis: Top 15 Countries
Company Analysis: Top 15 Companies
Company Products Launched in (%)
HIPP 23
NUTRICIA 22
FARLEY 11
ALBERT HEIJN 9
NESTLE 8
DM DROGERIE 5
GERBER 5
ONLY ORGANIC 3
HERO 3
HEINZ 3
BEECH NUT 2
BEBIVITA 2
NUMIL 2
PACIFIC OCEAN 2
PRESIDENTS CHOICE 2
Total 102
Positioning Analysis
Positioning Analysis
Positioning Analysis: Positioning Category
Positioning Category Products Launched in (%)
Convenience - Consumption 19
Health (Passive) - No Additives/Preservatives 16
Health (Passive) - Allergy 13
Health (Passive) - Gluten Free 13
Health (Passive) - No Added Sugar 11
Health (Passive) - Organic 7
Health (Active) - Vitamin/Mineral Fortified 6
Convenience - Easy-to-Prepare 3
Health (Passive) - Natural 2
Choice - Vegetarian 2
Health (Active) - Digestive/Gut Health 2
Convenience - Time Saving 2
Age - Baby Formula (0 - 6 months) 2
Health (Passive) - Low Sodium 1
Choice - Ethical 1
Total 100
No additives/preservative claims
have great appeal for parents
wanting a more natural product for
their baby.
No Additives/Preservatives Claims With Natural Appeal
Poland: Bobovita Jablko i Gruszka
Nektar Przecierowy: Apple and Pear
Nectar Juice for Babies. Rich in
vitamin C. No sugar. No preservatives
or artificial colors. Gluten free.
Poland: HiPP Herbatka Morelowa:
Apricot Tea for Babies. No synthetic
flavor. No milk proteins. Gluten free.
No preservatives and colors.
Natural ingredients.
Poland: Gerber 100% Sok z
Winogron, Jablek, Malin i Dzikiej
Rozy: 100% Fruit Juice for Babies 4
Months Onwards. Source of vitamin
C. No added sugar. Gluten free. No
preservatives. Natural ingredients.
• 16% of the products launched have a no additives/preservatives claim.
Keeping Sweet Without Sugar
Poland: Gerber Nektar Winogronowo-
Porzeczkowy: White Grape and Black Currant
Juice Drink for Babies 4 Months Onwards.
Source of vitamin C. No added sugar. Gluten
free. No preservatives. Natural ingredients.
Germany: Babylove Milder
Bio Apfelsaft: Organic Apple
Juice. No added sugar. No
colors, preservatives, and
milk protein.
Norway: Smafolk i Farta!
Smoothie Banan Mango: Banana-
Mango Smoothie for 1 Year Old
Babies. No added sugar.
• 11% of products launched have a no added sugar claim.
Organic Offerings
Turkey: Milupa Organic Fruit
Juice With Apple, Grape, Banana
for Babies 6 Months Onwards.
Netherlands: AH Puur & Eerlijk
Biologisch Baby Diksap Appel
Aardbei Vanaf 4 Maanden: Organic
Concentrated Apple-Strawberry
Juice for Babies from 4 Months Old.
Canada: President's Choice
Organics 100% White
Grape Juice for Toddlers.
Value Added with Vitamin/Mineral Fortification
Poland: Bobo Frut Sok Jablkowo-
Morelowy Z Dynia: Apple, Apricot
& Pumpkin Juice for Babies.
Fortified with vitamin C.
Mexico: Nestle Gerber
Apple Juice. Plus vitamin
A, C, E and zinc.
Italy: Plasmon Latte David Cacao: Milk with
Cocoa Baby Drink. Ideal for babies growth
thanks to whole milk, essential fatty acids,
taurine, zinc, selenium, and vitamins. Rich in
minerals, calcium, fibers, and vitamins.
• 6% of baby drink product launches are fortified with vitamins/minerals which can
provide increased immunity for babiesl
Flavour Analysis
Flavour Analysis: Flavour Group
Flavour Analysis: Flavour Sub-Category
Inclusion of Fruits: Healthy Habits Starts Early
Italy: Mellin Nettare Pesca: Nectar
Peach Juice for Babies.
Germany: Babylove Bio Fruchtschorle
Apfel Erdbeere Himbeere: Organic
Apple, Strawberry, and Raspberry
Juice Drink for Babies.
Macedonia: Frutek Sour Cherry,
Apple, and Blackcurrant Juice
Drink for Babies. With 50% fruit.
Flavour Analysis: Primary Flavour
Tea With Herbal Extracts
Germany: Bad Heilbrunner Der gesunde Kindertee
Atemwohl Tee: Intense Instant Tea for Children for Relax
Breathing. Atemwohl intense instant tea with herbal
extracts of fennel, thyme, and anise for babies more than
4 months old. A quiet, relaxed breathing support in
particular diseases. Ideal for children. No preservatives,
artificial flavor, and coloring. No crystal sugar. Gluten and
lactose free. For babies more than 4 months old.
South Africa: Carmien
Organic Rooibos Tea
for Kiddies & Babies.
Twenty tagless teabags
of organic rooibos tea
in cardboard box.
Suitable for newborns.
Flavour Analysis: Secondary Flavour
Flavour Analysis: Tertiary Flavour
Yogurt Drinks
United States: Stonyfield Farm Yobaby
Organic Whole Milk Drinkable Yogurt with
Banana Flavor, for Babies 6 Months Onwards.
Organic. Drinkable yogurt with zinc and
vitamin D added. Helps develop and support
brain, immune system, and growth.
United States: Gerber Yogurt Juice: Peach Mango Yogurt & Apple
Juice for Babies. Yogurt Juices are good source of calcium to
help support strong bones and teeth and provides baby with 11%
daily value of protein per 4 fl.oz serving. And, each 4 fl. oz bottle
of Gerber Yogurt Juice provides 100% of the daily value of the
antioxidant vitamin C, an essential building block of your baby's
natural defense system.
Baby Drinks Trends
Gut Health For Babies
Poland: Hero Baby Herbatka
Pomaranczowa: Instant Orange Tea for
Babies 8 Months Onwards. With
prebiotics and vitamin C. Highest quality
and safety due to modern technologies.
South Africa: Purity Goodies Strawberry
Flavored Powdered Drink for Babies.
Added with prebiotics to assist calcium
absorption. Enriched with fiber. Makes
25 servings. No preservatives, colors or
artificial flavors.
• The inclusion of probiotics & prebiotics in baby drinks are not only for gut health but
also a major step toward providing infants a small part of the immune-related benefits.
Probiotics To Restore Balance
China: Nice Light Little Baby Probiotics Mixture
for 0 to 3 Year Old Babies. For babies with
intestinal tract bacteria imbalance, digestive
problem, and malnutrition problem.
Omega-3, DHA! A Vital Claim for Baby Drinks
Spain: Puleva Max
Energia+Crecimiento con
Cereales - Baby Dairy Drink
with Cereal for 3 Year of Age.
Source of calcium and
phosphorus. Enriched with
vitamins (B, A, C, E). Contain
omega 3 DHA.
Italy: Nestle Mio Milk Drink with
Five Cereals for Babies. Ideal for
the growth of babies until three
years of age. Light, delicate and
energetic. With omega 3 and
omega 6. With mineral salts and
vitamins C and niacinamide. Milk
for growth, protection zinc,
selenium, and iron.
• Omega-3 & DHA are considered to be building blocks for baby development, important
for brain, eye development and cognitive function.
Inclusion of Functional Antioxidants
United States: Gerber Harvest Juice Mango Pineapple Carrot Blend Baby
Juice Drink. Excellent source of the protective antioxidant vitamins A, C,
and E to help support your baby's healthy immune system.
United States: Gerber Harvest Juice:
Apple Carrot Juice Blend for Babies.
Excellent source of antioxidant,
vitamins A, C, and E. No added
refined sugar or sweeteners.
Packaging Analysis
Packaging Analysis
Packaging Analysis
Italy: San Benedetto
Acqua Minerale Naturale:
Mineral Water. Practice
with push and pull cap.
New Zealand: Only Organic
Baby Food Banana & Apple
Smoothie in a doy pouch.
France: Sojasun
Croissance: Vegetable
Soy Milk for Babies.
Mexico: Nursery Purified
Water for Babies.
Conclusion
Poland (42.9%) is the leader in Baby Drinks product launch activity, followed by
Netherlands (9.8%) Russia and Germany (7.4%).
Hipp (23%) is the product launch leader in baby drinks sector, followed by Nutricia (22%),
with the other top 13 companies ranging from 11% to 2%.
Convenience and health combined is of the utmost importance for marketing baby drink
products. Products with natural ingredients, without the addition of additives/preservatives
and with no added sugar have great appeal. However, products which contain certain
added functional ingredients such as Omega-3, DHA, antioxidants, probiotics and
prebiotics have added value for parents.
Flavour analysis reveals the dominance of common fruit flavours, such as apple. Flavour
innovation includes combining vegetables such as carrot with fruit flavours, herbal tea
varieties and using yogurt combined with fruit. Fruits and vegetable flavours with
antioxidant claims have emerged and this trend should continue, paving the way for the
use of new superfruits.