Within Ireland, as in many other western nations, over the past number of decades we have seen a cultural shift whereby many parents are delaying first-time parenthood into their thirties. As analyst Euromonitor points out, this shift means they tend to be in a more stable environment, with older parents being arguably more discerning than ever about the quality of food their little one enjoys
13 March 2018 | 0
AT A GLANCE: INFANT AND BABY
Baby food is anticipated to see a value compound annual growth rate (CAGR) of 1% at constant 2017 prices over the forecast period with sales projected to reach €97 million in 2022*
The baby and child-specific products category is predicted to see a value CAGR of 2% at constant 2016 prices over the forecast period to reach €45 million in 2021*
Cow & Gate’s new transparent food pouches contain a portion of fruit with vitamin C and offer a variety of smooth purees
Heavenly has introduced Mini Biscuits from 12+ months, a naturally sweetened wholegrain biscuit available in Apple or Strawberry flavour
InfaCare’s ultra-mild Baby Bath and the new InfaCare Night-time Baby Bath both have Ph-balanced formulas, creating natural levels of acidity and alkalinity in skin and hair
NannyCare infant formula is the only clinically proven goat milk based infant formula worldwide
The first-ever global campaign from Irish wipes brand, WaterWipes exclusively aired on TV in Ireland from 1 March 2018 onwards, before going live across key digital platforms
(Source: Euromonitor Ireland)
Birth rates in Ireland remained among the highest in Europe in 2017 which has had a positive impact on the sales of baby food, a new report published in August 2017 by Euromonitor Ireland, points out. The report entitled ‘Baby Food in Ireland’ also shows consumers are delaying childbirth, with older mothers often being more discerning about the quality of food that they give their children. According to Euromonitor, they also tend to be in a more stable environment and can afford to spend more in return for a higher quality of baby food.
The analyst predicts baby food is anticipated to see a value CAGR of 1% at constant 2017 prices over the forecast period with sales projected to reach €97 million in 2022. However, Euromonitor adds that birth rates in Ireland are expected to decline in the coming years as people are expected to continue delaying having children. This is likely to result in families making the financial decision to have fewer children which will have a negative impact on growth.
In a separate report also published by Euromonitor Ireland (www.euromonitor.com/ireland) in April 2017 entitled ‘Baby and Child-Specific Products in Ireland’, the analyst found that this sector grew by 2% in current value terms in Ireland in 2016. Retail volume growth remained robust, with many consumers seeking value-for-money through private label offerings.
Euromonitor predicts baby and child-specific products will see a value CAGR of 2% at constant 2016 prices over the forecast period to reach €45 million in 2021. Volume sales are expected to continue growing over the forecast period despite a return to less promotional activity being likely as well as declining unit prices in most categories.
An ideal choice for busy parents
The Caldesene range has seen great expansion over recent years and now consists of Caldesene Powder, Caldease Ointment and CaldeSpray.
Caldesene Powder is a medicated baby powder that prevents and treats nappy rash. It works by attacking harmful bacteria and soothing skin irritation. Its special formulation also means that it forms a barrier against wetness on a baby’s skin. Caldesene Powder is available in three handy sizes, 20g, 55g and 100g.
CaldeSpray 100ml is a zinc oxide milk spray for nappy rash. This concentrated spray has excellent skin adherent and skin protective properties which form a protective barrier against wetness. There are approximately 250 changes in each bottle of CaldeSpray. CaldeSpray is an ideal choice for busy mums and dads on-the-go, as it offers several advantages.
Firstly, easy application. CaldeSpray couldn’t be easier to use; simply shake well and apply one to two sprays to the baby at each nappy change to protect against nappy rash. There is also no need to rub; just spray and go; with CaldeSpray there is no mess and no sticky fingers – guaranteed! There is also no direct contact with skin. This eliminates the danger of infection and cross-contamination, and means there is no need to irritate the baby’s delicate skin. Parents subsequently don’t have to worry about further irritating the affected area or causing baby any pain or distress as the skin does not need to be touched.
Why does nappy rash occur?
When a baby wets a nappy, bacteria react with the urine on the nappy to form ammonia. If the nappy isn’t changed quickly, the ammonia can “burn” the baby’s delicate skin. If a nappy is wet and soiled at the same time, this causes a different chemical reaction which can irritate and damage the skin even more.
(CaldeSpray contains zinc oxide 10% w/w. Caldesene Medicated Powder contains calcium undecylenate 10% w/w. Always read the label).
A fruity treat!
Cow & Gate new transparent fruit pouches are made lovingly for little ones, with carefully selected ingredients and absolutely no artificial colourings, flavourings or preservatives. Available in seven flavours, they contain a portion of fruit with vitamin C and offer a variety of smooth and tasty purees made from fruit specially grown and carefully selected at dedicated baby fruit orchards. Cow & Gate fruit pouches can help little ones to explore exciting new fruit flavours from an early age.
Each of the brand’s fruit pouches are lovingly crafted and contain:
- A portion of fruit per pouch*
- Absolutely no added sugar or sweeteners**
- No artificial flavourings
- No colouring or preservatives
- No gluten, egg or dairy
*(1 portion = 40-80g – for 1 yr old)
**(Contains naturally occurring sugars)
(Parents are advised breastfeeding is recommended for the first six months of life. Weaning should begin at around six months and not before 17 weeks. Please speak with a healthcare professional before introducing solid foods.)
It is fair to say Heavenly has stormed into 2018. Not only is the award-winning team celebrating the launch of two brand new products, it is also expanding the current range with the introduction of new smaller pack sizes. This is on top of unveiling a fresh new sub-brand for its range of snacks from 12 months+.
Having successfully launched the new Corn Puffs that landed on Ocado this January, it comes with great excitement that the experts in healthy snacks for young families announces the arrival of yet another tasty treat. Introducing Mini Biscuits from 12+ months, a naturally sweetened wholegrain biscuit available in Apple or Strawberry flavour. These tasty alphabet-themed treats are perfectly portioned in 30g packs.
The biscuits will sit alongside the brand’s other new product, the heart-shaped Corn Puffs. Also, suitable from 12+ months, the corn-based snack is blended with two wholesome flavours including; Sweet Potato & Carrot and Apple & Strawberry. The light, delicately flavoured snacks will be sold in 15g portioned packs.
Both contain 100% natural and organic ingredients, with absolutely no added salt and sugar, and both will sit within the brand’s new ‘Heavenly Kids’ collection. The brand is confident both health conscious snacks will become a firm family favourite when looking for a healthy treat from 12 months+.
In addition, due to high demand, three of the brand’s best-selling products are now available in new smaller packs. Heavenly has added the following lines, ideal for children on-the-go, family days out and even lunch boxes:
- Wafer Wisps: Now available in individually wrapped 14g packs.
- Veggie Waffles: The crispy waffles packed with 40% organic veggies will now be sold in a smaller 10g pack.
- Italian Breadsticks: Not just for the kids, both original and Rosemary flavours are now available in smaller 30g packs.
With all five new products being listed on Ocado and key lines hitting the shelves in Boots ROI, Tesco ROI, Supervalu NI, Nisa and Morrison’s, this represents a great start for the family-run brand.
“It was certainly a busy 2017, not only perfecting the new products, but evolving the brand identity for our 12 months+ range,” says founder of Heavenly, Shauna McCarney-Blair.
“With the original products going from strength to strength we knew we wanted to create some more health conscious delicious snacks for young families,” she adds. “We are thrilled with the final results and look forward to the year ahead.”
McCarney-Blair is also looking forward to further growth. “The re-brand was a natural development for us,” she tells ShelfLife. “As our loyal consumers are growing up – so are we! With a more playful and adventurous design, Heavenly Kids will target the toddlers and older children up to five years. As for the new smaller packs, these became an essential development. We were being asked on a daily basis about our products being available in handy packs for families on-the-go and lunch boxes so we had to do something about it.” It certainly seems like a strong solution to us!
Ideal for babies’ sensitive skin
InfaCare is ultra-mild and pH-balanced with masses of long-lasting bubbles, which makes it very popular at baby bath time. And as a little goes a long, long way, parents love it too!
The clinically-tested products cleanse and protect a child’s skin. Already a family favourite, the ultra-mild Baby Bath is now supplemented by an evening equivalent, the all-new InfaCare Night-time Baby Bath.
Both formulas are pH-balanced, creating natural levels of acidity and alkalinity in skin and hair. Reassuringly, each is designed to prevent irritation, helping with allergies in the process. Not only does it look great, the product performs too. Parents don’t need much for it to produce masses of long-lasting bubbles, perfect for little ones to have fun with. A gentle, powdery and oriental fragrance is sure to relax, easing your tots first into bed and then off to sleep.
InfaCare is suitable for babies’ sensitive skin from six months to two years old.
Retailers can order InfaCare from your Brandshapers sales rep or call customer service on 053 9179007.
‘When a baby is born, a parent is born’
WaterWipes, the world’s purest baby wipes, has launched a new global marketing campaign in Ireland, ‘When a Baby is Born, a Parent is Born’. This focuses on the joys and challenges of the journey of parenthood as told through the purest metaphor: water.
The first-ever global campaign from the Irish brand exclusively aired on TV in Ireland from 1 March 2018 onwards, before going live across key digital platforms. The campaign makes a deliberate stand against ‘perfect parenting’ creatives commonly adopted by parent-focused brands. Instead, WaterWipes takes an honest, authentic and exhilarating look at parenthood: from apprehension to elation, from turbulence to pure bliss.
The creative follows the journey of a woman experiencing defining and emotional parenting moments in beautiful and dramatic scenes. The milestones are mimicked by her engagement with the sea: leaping into the waves, being swept up in the chaos and strength, only to experience its calmness. It can be viewed at facebook.com/WaterWipes.
The Irish campaign has a media spend of €120k. OMD Ireland will handle media planning and buying and from 1 March onwards, the campaign will feature on national terrestrial TV, and run for four weeks. The TV activity will be supported by a digital video seeding plan and VOD utilising a combination of demographic and interest-based targeting across platforms including Facebook and YouTube to reach new and expectant parents. The plan will also include location-based targeting as well as audience suitable content creation.
“There’s a common misrepresentation by brands that parenting is smooth sailing; a focus on the highs but none of the lows,” says Lynda Magee, mum to three year-old Jessica and commercial VP for WaterWipes UK & Ireland. “Honesty is at the very heart of WaterWipes, and we wanted to bring the journey into parenthood to life in a way that felt powerful and true,” she adds.
“Crashing waves signify rough times and tranquil water brings us back to those intimate, beautiful moments. As a brand that was founded by a parent, it’s really important for us to accurately capture the parenthood experience and showcase the entirety of the journey. Because we know that when a baby is born, a parent is born too.”
The agencies involved in the campaign include creative conception by Nail communications, Tiny Elephant (director), and underwater filming by Film.
Q & A with infant formula brand, NannyCare
Q: What are the key trends you see taking shape in the baby/infant/toddler category, and how do you differentiate your products from your competitors?
A: Published research is highlighting a consumer trend towards premiumisation and more naturally based milks. Retailers are recognising that parents, wanting only the best for their babies, are seeking out high quality alternatives to more traditional milks. Now is a good time for retailers to capitalise on this by reviewing their formula range to ensure they include premium products, even when space is limited. Whilst commanding a premium price (and delivering a high cash margin), research highlights that price is a secondary factor when it comes to the health and wellbeing of a child.
The advantages offered by NannyCare include:
- NannyCare formula milks are high retail value, offer a high cash margin and have up to 30-months shelflife
- NannyCare offers an alternative choice in infant feeding and in situations where a baby may not be settling on standard cow’s milk formulas.
- NannyCare infant formula is the only clinically proven goat milk based infant formula worldwide
An unsettled baby potentially affects the wellbeing of the whole family. Many formula-fed babies suffer from colic, constipation, reflux or other minor feeding issues – with around 47% of mums switching formulas due to their baby becoming unsettled. In such cases a medical formula is often not appropriate but a change from the current formula is. Research shows that the majority of these parents don’t go to see the doctor but simply try using a different brand. In the past, mums with unsettled babies would only have the option of switching from one cow’s milk formula to another, but these are very similar so it may not make a difference.
This is where NannyCare can step in and offer a genuinely different choice and opportunity for retailers. NannyCare offers mums a new choice with a genuinely different protein base (goat milk), a genuinely different choice.
Q: Retailers are always on the lookout for new ways to drive sales. What advice or recommendations would you offer in order to drive sales?
A: Given the limitations on shelf-space, retailers should ensure they carry one or two credible alternative products that can be suggested if a baby is unsettled on its current milk. Consider stocking on-shelf just one small 400g size can of NannyCare (Stage 1) infant milk; this potentially provides a genuinely different solution for parents while taking up a minimum of shelf-space. A positive outcome will create a grateful parent and a customer likely to return again.
Q: As 2018 progresses, have you any plans for new products over the coming year?
A: NannyCare is new to Ireland and has been on shelf in Tesco stores since the end of February. NannyCare is currently looking for wider distribution in Ireland.