Oh baby!
The demand for baby products in Ireland has experienced significant growth in recent years, driven by a steady rise in birth rates and a growing focus on the health and well-being of infants. Donna Ahern reports
Print18 March 2025
As more families invest in quality baby care items, retailers are seeing increased interest in grocery products such as nappies, baby food, wipes, bathtime products and skincare. Irish parents are becoming increasingly conscious of the benefits of premium, eco-friendly, and sustainable baby products, which has influenced purchasing decisions.
Additionally, online shopping has seen a surge, making it easier for parents to access a variety of products at competitive prices.
According to the Central Statistics Office (CSO), Ireland saw 13,482 births registered in Q1 2024, reflecting a steady demand for baby products and highlighting the growth potential in the market for retailers catering to new parents and families.
Retailers that adapt to these evolving preferences, offering a diverse range of high-quality baby products, will find ample opportunities to tap into this expanding market. Understanding consumer needs and keeping pace with trends will be essential for businesses aiming to capitalise on the growing demand for baby products in Ireland.
Customer preferences
As consumer awareness of nutrition and healthy eating habits continues to grow, there has been a noticeable shift towards organic and natural baby food options in the Irish market, according to recent research from Statista. Parents are increasingly looking for products free from artificial ingredients and preservatives and are willing to pay a premium for these choices. This trend is further driven by the growing preference for sustainable and environmentally friendly products, as well as the increasing focus on the health and well-being of children.
Trends in the market
The data indicated that the Baby Food Market is experiencing a rise in demand for organic and natural products, as parents become more health-conscious and seek out products with fewer additives and preservatives. This trend is expected to continue, with a projected annual growth rate of 8.3% from 2021 to 2026. This trend is significant as it reflects a shift towards healthier and more sustainable options for babies, and industry stakeholders will need to adapt their offerings to meet this demand. Additionally, the growing popularity of online shopping and home delivery services is expected to further fuel the growth of the Baby Food Market in Ireland.
Local special circumstance
The Statista research shows that in Ireland, the Baby Food market is influenced by the country’s strong agricultural industry and high standards for organic and sustainable products, the research suggests. Additionally, the cultural emphasis on family and traditional home-cooked meals creates a demand for natural and healthy baby food options. The strict regulatory framework for food safety and labelling also plays a role in shaping the market, promoting consumer trust and transparency. These unique factors contribute to the growing trend of locally sourced and organic baby food in Ireland, setting it apart from other markets.
Underlying macroeconomic factors
The Irish Baby Food Market is significantly influenced by macroeconomic factors, including global economic trends, national economic health, fiscal policies, and other financial indicators. Ireland’s strong economic growth and favourable regulatory environment have supported the growth of the Baby Food Market. Additionally, the country’s high birth rate and increasing working women population have also contributed to the demand for convenient and nutritious baby food products. However, the uncertain economic outlook due to Brexit and potential changes in trade policies may pose challenges for the market in the future.
Loyal customers
It is important to note, parents tend to be highly loyal to baby products that their little ones enjoy, creating a strong bond between consumers and specific brands. This loyalty ensures repeat business, benefiting both retailers and manufacturers as customers consistently return for trusted, preferred products.
Milupa Cereals: Tailored for Little Tummies
At Milupa, we understand that every step in your baby’s weaning journey is crucial. That’s why its delicious Milupa Cereals are specifically designed to support your little one through each stage. With no added sugar or salt*, and free from artificial flavourings, colours, and preservatives**, it’s no wonder we’re Ireland’s number one baby cereal brand.
Pure Baby Rice
Our exciting range of flavours ensures the best progression in both taste and texture, making mealtime a delightful experience for your baby. Milupa cereals are crafted to meet the needs of little tummies at every stage, all the way up to one year. Visit our product pages to explore the full range.
IMPORTANT NOTICE: Breastfeeding is recommended from birth onwards with the introduction of appropriate weaning foods around six months and not before 17 weeks of age. Talk to your healthcare professional.
*Contains naturally occurring sugars and salt only.
**No artificial preservatives as required by legislation
^Nielsen Scantrack data MAT 2024.
Trusted by Irish parents for over 100 years
Cow & Gate has been trusted by Irish parents for over 100 years. Leveraging its expertise, we are excited to introduce a new range of baby foods to support every parent in their baby’s weaning journey.
Cow & Gate Banana, Apple, Strawberry, Kiwi Pouch
Its new baby food range offers convenient and nutritious options, including pouches, cups, and jars, allowing parents to continue their Cow & Gate journey. With no added salt, sugar*, or preservatives**, our foods provide a healthy start for little ones.
Retailers can benefit from stocking our trusted brand, known for its quality and commitment to baby nutrition. Its expert team is also available to support customers as they begin introducing food to their babies, ensuring a seamless and reassuring experience.
IMPORTANT NOTICE: Breastfeeding is recommended from birth onwards with the introduction of appropriate weaning foods around six months and not before 17 weeks of age. Talk to your healthcare professional.
*Contains naturally occurring sugars and salt only.
**No artificial preservatives as required by legislation
Ireland’s most awarded Follow-On Milk
Aptamil is the number one brand in the Baby Food category of Nielsen’s 2024 Top Brand Ranking.
Aptamil, Ireland’s number one recommended follow-on milk brand* which has different formats for every need, is specially formulated to help meet the increased nutritional needs of infants from six months of age alongside a weaning diet.
Aptamil Follow-On Milk is inspired by 50 years of breastmilk research, combining a patented blend of ingredients with a unique process. Its range of follow-on milk contains vitamin D to support the normal function of the immune system and iron to support normal cognitive development.
IMPORTANT NOTICE: Breastfeeding is best. Follow-on milk should only be used as part of a mixed diet and not as a breast milk substitute before six months. Use on the advice of a healthcare professional.
Aptamil Follow-On Milk has won 15 Best Follow-On Milk Awards in Ireland since 2013 versus other Follow-On Milks. *To verify, visit aptaclub.ie/number-one
Plant-based and plastic free wipes
WaterWipes® was created by founder Edward McCloskey after his newborn daughter developed a nappy rash on her sensitive skin. After an extensive search he couldn’t find a baby wipe that didn’t contain numerous ingredients, so he decided to make his own. Many years later and after a lot of hard work, testing, and scientific research, WaterWipes® was born. Made in Ireland using minimal ingredients, WaterWipes® are plant-based1 and plastic free wipes2 and are dermatologically approved by Skin Health Alliance. They are suitable for all skin types, even the most sensitive skin.
1 The claim does not refer to the full product lifecycle nor the external plastic packing and relates to the wipes only.
2 Wipe made from regenerated cellulose (viscose) utilising wood pulp as a precursor.
Nappy rash prevention
Caldesene powder has been keeping babies’ bottoms happy by preventing and treating nappy rash for over 45 years. All parents or carers must do is simply cleanse and dry the affected area, and sprinkle on Caldesene after each nappy change or as directed by a doctor.
Caldesene is the only medicated powder available for nappy rash and is available in 20g, 55g, and 100g formats. Available in pharmacies and supermarkets nationwide, for more information go to www.caldesene.ie
Driving loyalty
Colm Rooney, country manager, Ireland outlines Shopper Intelligence’s three insights that show the varied and important roles the Baby Department plays for shoppers and retailers
In our infographic below the numbers look at the total ‘Baby Department (an aggregate of all five Baby categories that we measure) v the store average. As you can see, the three insights highlight just how important it is for retailers to get this area right as it can drive traffic to the store but also keep them coming back (i.e. drive loyalty) if done well. Also, while in-store, for the Baby categories where promotions are allowed, shoppers are also open to more volume/stocking up. So, the Baby Dept really does it all: drives traffic, drives loyalty and drives spend.
Read more: Baby in bloom!
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