Nigeria Baby Food Market Driven by Increased Competition

Nigeria Baby Food Market Driven by Increased Competition among Baby Food Manufacturers and Introduction Of Different Product Variants, Organic Brands: Ken Research

“Increasing disposable income and increasing awareness for infant nutrition among parents have pushed the penetration of the Baby Food Market in Nigeria.”

Analysts at Ken Research in their latest publication Nigeria Baby Food Market Outlook to 2023 – By Milk Formulae (Standard, Follow-On, Growing-Up Milk Formula), Dried Baby Food (Cereal Based and Others -Meat/Fish, Fruits & Vegetable and Nuts), Prepared/ Ready to Eat Baby Food and Other Baby Food; By Organic Baby Food; By Channel (Supermarkets, Independent Small Grocers, and Onlinebelieve that with an escalating awareness among the Nigerian parents to provide nutritious and healthy food to their babies, availability of baby food products in various packaging and price points, expansion in distribution channel network thorough offline and online stores have impacted a positive growth in the demand of baby food in Nigeria. The market has witnessed a positive CAGR of 9.5% in terms of revenue during the forecasted period 2013-2018.


Growth Potential: The baby food market in Nigeria has experienced an increase in its market value owing to increase in birth rate and increasing disposable income of the people in the country. It was witnessed that awareness regarding baby nutrition among Nigerian parents have increased and now they prefer to purchase baby food products with natural ingredients which are healthier alternative compared to processed foods. As a result, the popularity/awareness for organic baby food has increased over the past few years in the country. Few parents have also begun taking recommendations from health workers which has significantly influenced their purchasing decision.

Government Regulation: The government of Nigeria is emphasizing on breast feeding practices in the country to raise awareness and increase the percentage of infants being breastfed in the country to improve overall infant health. The government is also implementing policies such as 6 months leave for the mothers and by celebrating “World Breastfeeding Week” from August 1st to August 7th to encourage breastfeeding in order to improve the health of the babies. The milk formula companies have been strictly discouraged from partnership with major medical bodies such as the Pediatric Association of Nigeria (PAN), as this is seen as a form of coercion for them to endorse the product.

Competition: In Nigeria, the major players are Nestle, Friesland Campina, Danone, Nutrimental, Abbott, Promasidor, Kraft Heinz, Plum Organics, August Secrets, Baby Grubz, Tiger Brand and others. The companies have a stiff competition amongst each other and compete on the parameters such as type of product, the targeted regions, and the distribution channel and product price. Few local manufacturers have entered the market and have started to focus on organic baby food product segment specifically in the dried and prepared baby food segment.

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