Breast Milk Substitutes Market Prominent Players – Nestle, Danone, Abbott Nutrition, Mead Johnson (Reckitt Benckiser) and Kraft Heinz

Global breast milk substitutes market has been witnessing a steady growth rate over the last few years owing to increased awareness about alternative products and a larger female population finding it difficult to maintain work-life balance. Today, working mothers get lesser time to feed their babies and greatly rely on infant formulas which help to build up their babies’ nutritional profile efficiently. Mother’s own milk is considered as the best source of nutrition for infants and it is broadly recognized as a biological fluid required for optimal infant growth and development. However, a prominent study reveals that only 38% of infants are wholly breastfed globally.

Infant formula is intended to be an effective substitute for feeding toddlers as it includes nucleotides, iron, and compositions of fat blends. Soymilk and milk-based formula are most commonly used as the main nutritional component base not only to attain better health benefits but also to offer food in a predigested form. The enormous presence of the online marketplaces and abundance of local retail stores make these products easily accessible to consumers. Reports confirm that in 2018 the retail segment constituted nearly 45% share of breast milk substitutes market worldwide.

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Demand for infant formula products has received a boost on account of certain physical problems that mothers face during the phase of breastfeeding which includes lactation failure or a low breast milk supply and problems due to illegal use of drugs at the time of pregnancy. Besides, many women could also be affected by infectious diseases like HIV, Herpes and human T-cell lymphotropic virus (HTLV). With regard to these factors, many research studies validate the positives of using baby formula and propelled consumption for the global breast milk substitutes industry.

Several governmental and non-governmental organizations are highly focused towards preventing inappropriate marketing of infant food products which affect a child’s health. The International Code of Marketing of Breast-milk Substitutes and World Health Assembly (WHA) resolutions remain crucial tools to eliminate or reduce inapt marketing practices and to ensure companies are guided about appropriate labelling requirements for infant formula and breast milk substitutes.

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Nutrition labelling requirements worldwide include format and nutrient information, along with maximum sodium levels, since food producers are prohibited from selling or advertising an infant food which contains more level of sodium than that mentioned in the Food and Drug Regulations. Also, it is vital to mention on the label of infant foods which age group the product is suitable for. Implementation of stringent codes by the government could act in favor of companies to increase their product reliability by following guidelines accurately, expanding the scope of breast milk substitutes industry.

On account of tremendous technological advancements, the U.S. has been witnessing a boom in consumption of infant food products. In fact, U.S. breast milk substitutes market share is projected to hit $22.1 billion by 2025. Mead Johnson, a US-based baby formula maker was acquired by Reckitt Benckiser in 2017 in a deal $16.6 billion. The merger was expected to result in a medium to long-term growth of 3% to 5% for the company’s children’s nutrition portfolio and the global infant category of Mead Johnson, which is a prominent breast milk substitutes industry player.

Danone, a French multinational food-products manufacturer that was ranked number one in marketing of breast milk substitutes in the year 2018. The company’s global score had surged on the dimension of marketing this vital category of products, besides being recognized for publishing its Nutritional Targets 2020. With recognitions and advanced product developments offering immense opportunities to food manufacturing companies, breast milk substitutes market is poised to witness accelerated competition in the near future.

Fast-paced growth in disposable incomes along with consistently rising number of working mothers in developing nations will fuel the consumption of infant formula and other alternative food products. Reports have estimated that global breast milk substitutes market will exceed annual valuation of $119 billion by 2025, with companies being subject to strict regulatory regulations that will eventually favor the broad consumer base.

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Arun Hegde
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