MARKET ANALYSIS

Nigerias population is about 177m with 38.03 births/1,000 population (2014

est.). This population number implies a large market for goods.
The advocacy of exclusive breastfeeding remains strong in Nigeria. However,
an increase in the number of women venturing into formal employment
makes this option tough.
Demand for baby food is high. Time-starved mothers want to give their
children every advantage, and nutrition is often tops on their list.
To many mothers, exclusive breastfeeding is usually adequate up to three to
four months of age, but after this period it may become increasingly
inadequate to support the nutritional demands of the growing infant. Thus, in
a weaning process there is always the need to introduce soft, easily
swallowed foods to supplement the infants feeding early in life.
According to Euromonitor, it is expected that baby food will increase by a
value CAGR of 5% at constant 2014 prices. This growth will be driven by the
increasing number of professional working mothers, who will spend less time
with their babies due to the demands of work. Also, an improving economy
and the availability of more economy brands will also encourage a
progressive change in the use of baby food by low-income families and rural
dwellers.