COMMERCIAL DISTRIBUTION AND CONSUMPTION OF BABY FOODS

 

One particularity in the commercial distribution of infant food is the important role of pharmacies. In fact, these establishments were traditionally responsible for the sales of this type of products, but a few years ago the commercial distribution burst in force in that market and, at present, almost Different offers of infant feeding. Pharmacies are considered to control around 50% of total sales in value, while in volume that percentage is reduced to 30%. Sales in the organized distribution in 2014 reached close to 244 million euros and around 40,710 tonnes, which means interannual reductions of 2.9% in value and 1.2% in volume. In general, it is assumed that pharmacies are dominant in sales of infant milk, especially in powder, while supermarkets and hypermarkets dominate the market for infant food and cereals. This specialization makes the group that has its main strength in potitos and infant foods orient towards modern distribution and the one that controls the sales of milks powder mainly acts in the segment of pharmacies.

CONSUMPTION

The levels of consumption of infant food in Spain are comparable to the European average, although in recent times there seems to be a certain downward trend. It should be borne in mind that the major cause of declining demands is the reduction of the child population. Consumption is considered to be somewhat below 30 liters of infant milk per year, about 34 kilograms of porridge and about 42 kilograms of potits. It has been the infantile milks that have undergone more remarkable growths, whereas the stability is more pronounced in papillas and tarritos. Our country was late to this market, but the entry of women to the labor market made levels of consumption quickly match. At present, high female unemployment appears to be acting as a negative factor for the consumption of infant food. It is the families of the metropolitan areas that register the highest levels of consumption, as well as the south and the central zone of the peninsula. The less important consumptions take place in Galicia, Asturias, Cantabria and País Vasco.

About the author

Montse Gonzalez