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Strong positioning in a very dynamic sector
Last update april 2010
:: The year 2009 served to reaffirm the dynamism of the Baby Nutrition division, which gained market shares nearly everywhere the group is present. The 8% sales increase was a very positive result considering the weaker market activity brought about by the economic crisis, particularly in industrialized countries. Asia (primarily China, Indonesia, Malaysia and Thailand, which were responsible for nearly a third of the division’s 2009 turnover) was a powerful force behind the growth seen by the division. China is therefore readying itself to become the leading market in 2010, ahead of the French market, which nevertheless continues to grow (where the group holds a 50% market share, 20 points more than the next Danone competitor). Not to be outdone, Indonesia saw a 15% rise, and increases in Europe, Switzerland, Poland and
the United Kingdom (18%) demonstrateoutstanding room for growth.
The group’s two Baby Nutrition platforms posted excellent results. The first platform is 100% devoted to infant formulas with specific benefits, positioned as strengthening the body’s immunological defences (under the brands Aptamil, Nutrilon, Bebilon, Dumex) and growing three times faster than the market. The second platform, “Superior Nutrition” (Bebelac, Blédina, Cow & Gate, SGM, Milumil, Bebiko), revived the “complete care” product range, covering fortified infant formulas to a variety of solid foods for toddlers (baby food, cereals, compotes, etc.). Lastly, the communication strategy and proactivity devoted to promoting “growing-up milks,” which are nutritionally superior to cow's milk for infants 10 to 12 months of age and used to supplement or follow breast-feeding, generated positive results in many countries. All of Danone’s efforts have been to reinforce the message that a child is not a miniature adult and therefore requires food tailored to each developmental stage.
