Frozen Baby Food: An Unexplored Opportunity in Germany

While the frozen baby food market has been expanding in France and the UK, German baby food producers are reluctant to venture into unknown territory.

By Katya Witham, senior Food and Drink analyst, Mintel

Although the risks must be con­sidered, the frozen baby food market in Germany represents an untapped niche for com­panies keen to seize the first-mover advantage.

Homemade baby food is the gold standard

When it comes to baby feeding, today’s parents across the developed world are spoiled for choice with the ever expanding selection in the baby food aisle. For many parents, however, the choice between commercial and homemade baby food is not quite so easy. Homemade baby food is considered by many parents to be a healthier, more nutritious and often more economical alternative to baby foods available in stores.

German parents are no exception, showing a strong preference for home cooked food for their little ones. In 2014, nearly 60% of German households with young children aged 0-4 years old admitted that they trust homemade baby food over commercial offerings. More­over, nearly two-thirds (64%) of German parents of under 5s worry about the sugar and salt levels of manufactured baby food. Another worry is the quality of ingredients, almost half (49%) con­cerned about the quality of meat used, for example. Finally and not least, pricing plays an important role for German parents opting for home-cooked baby meal options, with 50% resorting to home-cooking to save money.


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