The report titled “Nigeria Baby Food Market Outlook to 2023 – By Milk Formulae (Standard, Follow-On, Grow, Dried Baby Food (Cereal Based and Others -Meat/Fish, Fruits & Vegetable and Nuts)ing-Up Milk Formula), Prepared/ Ready to Eat Baby Food and Other Baby Food; By Organic Baby Food; By Channel (Supermarkets, Independent Small Grocers, and Online” provides information on Nigeria baby food market overview from 2013 to 2023, market segmentation - By Food Category (Dried Baby Food, Milk Formula, Prepared Baby Food and Other Baby Food), by Types of Milk formula (Standard Milk Powdered Formula, Follow on Milk Powdered Formula and Growing Up Milk Formula), by Distribution Channel (Traditional Retailers & Grocers, Supermarkets and Internet Retailing), by Ingredient (Inorganic and Organic) and by Regions. The report also covers ecosystem, value chain analysis, competition landscape, and success factors for a new entrant, trends and developments, issues and challenges, decision making criteria for customers, regulations and SWOT analysis. The report concludes with future outlook and certain recommendations highlighting the success factors for entering and expanding in the market. The report is useful for Nigerian baby food manufacturers, food and beverage companies and major online retailers of baby food.

Nigeria Baby Food Market Overview

The Nigerian baby food market is currently at a growing stage. There was a slight decline in 2016 due to recession in the country and the policies implemented by the government to promote breast feeding, despite this market showed an overall positive trend during 2013-2018 period. The baby food industry is driven by increasing disposable income of the people, rising awareness among the parents to provide healthier food to the babies, rise in the internet retailing among other factors. The market is expected to show positive growth and continue to develop in the coming years.

Market Segmentation

By Food Category (Dried Baby Food, Milk Formula Market, Prepared Baby Food and Other Baby Food,)

The baby food market is dominated by the dried baby food segment as it is more convenient for busy mothers, who want to ensure the daily intake of the nutrients of the baby is met regularly. This is followed by the Milk Formula baby food market, which acts as an alternative for mother’s milk specifically for mothers who can’t breastfed their infants owing to a specific reason. Prepared baby food is the next popular segment in this market due to the time constrained lifestyle of the millennial parents in Nigeria. Moreover, prepared baby foods are available in diverse flavors and come in innovative packaging. The other baby food segment captures minimum market share in the country as it contains food such as biscuits, rusks, and other snacks like items which are not much preferred by the parents for their babies for regular consumption.

Organic Baby Food Market

The baby food market in Nigeria is majorly dominated by the Inorganic Baby Food as it is available at a low cost owing to which, most of the parents are more aware about the inorganic baby food. However, the growing awareness among the parents to provide healthy food to the babies will drive the growth of the organic baby food in the Nigerian market. In the next few years, though the sales of the organic baby food is expected to grow, however the inorganic segment will still continue to dominate in this segment in the baby food market in Nigeria.

By Region (South West, South East, South South, North Central, North West and North East)

In Nigeria, the South West region captures the major market of the baby food largely due to Lagos being the central hub of the country. The awareness about these products in the Northern region is less as compared to the South in Nigeria. This is due to poverty and lack of employment among the women in the Northern region. The market size depends from region to region, based on the factors such as personal disposable income, literacy rate, product availability and others.

By Distribution Channel (Supermarkets, Traditional Stores/Independent Small Grocers and Internet Retailing)

Majority of baby food sales in Nigeria is by the traditional stores as it is more convenient and has better reach compared to other channels of distribution, followed by supermarkets and the least market share is accommodated by the internet retailing. Nigerian parents prefer to check the product before buying. They are skeptical to buy baby food online owing to its return policy issues. People are still not accustomed to buying products at the supermarkets as they have a perception that the prices might be higher in modern markets.

Competitive Landscape in Nigeria Baby Food Market

There is a stiff competition among the major players of baby food in the Nigeria. The market is dominated by the international players as they offer wide range of products at affordable prices. Owing to this, the domestic players are struggling with their market penetration in the country. Few of the well known international players are Nestle, Danone, Nutrimental, and Friesland Campina, Promasidor, Abbott, Kraft Heinz. These companies compete on the parameters such as marketing campaigns, strategic sales promotion, product pricing, channels of distribution and others.

Nigeria Baby Food Market Future Outlook and Projections

The baby food market has a promising future in Nigeria with a higher adoption rate witnessed during the review period 2018 to 2023. The major reasons for its growth would be, rise in the disposable income, increasing awareness among the parents to provide nutrition to the infant, and increasing buying through the online portals.

The growing number of literate and working mothers will positively impact the demand of baby food products in the country.

Due to these factors, the baby food market in Nigeria is expected to grow at a CAGR of approximately 12% from the year 2018 to 2023.

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