Market Analysis of HiPP Organic Milk Powder

This presentation provides a market analysis of HiPP organic milk powder, including key market trends and competitors. It also discusses the product description and opportunities for success in the UK market.

HiPP organic powder
milk

INTRODUCTION
Market analysis is done by the management in order to gather vital and
useful information about the market trends and key competitors. In this
context, the following presentation will helps in analysing the organic milk
powder manufactured by Hipp Limited in United Kingdom. The key market
trends and key competitors will be identified in the presentation.

Good Morning Milk Powder

PRODUCT DESCRIPTION
• HiPP limited is the organisation which specilises in producing organic food for babies and
toddlers.
• There are eight types of organic milk powder manufactures by HiPP limited.
• The management of organisation desire to launch a new product named Good Morning
organic milk for babies.
• It will contain organic formula which is specially formulated using online finest organic
milk that contains Omega 3 and 6 LCPs

OUTLINING MARKET ANALYSIS
• As the management of HiPP desires to launch new product which is Good
Morning Milk powder for babies. It will be available across United
Kingdom through retail stores like Sainsbury, Asda, Waitrose, Tesco, HiPP
shop and Morrisons.

Key Market Trends
The organic product market share for
baby food is around 10.3% in United
Kingdom with growth of 5.3% in
every year. Furthermore, organic now
represents the 1.5% of the total UK
Food and drink market.

Cont...
The organic product market share for baby food is around 10.3% in United
Kingdom with growth of 5.3% in every year. Furthermore, organic now
represents the 1.5% of the total UK Food and drink market. United Kingdom
holds 6th position for largest organic market internationally.

Cont.
• Due to increase in demands of organic milk powder for baby product,
HiPP has immense opportunities and possibilities of success after
launching the new product in United Kingdom.
• The market value of organic value has been calculated around £150
million and is been growing on at rate of 3.3% year on year.

Cont.
• The total milk market in United
Kingdom is currently worth £2.9
billion and while value has grown
0.2% over the past year, volume
has fallen 1.8%.

Key Competitors

Cont.
• The key competitor of the organisation is Ulula, Aptamil, SMA and Cow
& Gate.
• There is stiff competition between all the organisation and HiPP.
• To analyse the power of competitors, Porter Five Force model has been
applied:

Porter Five Force
• Threats of new entrants = moderate
• Bargaining power of buyer = high
• Threats of substitutes = low
• Bargaining power of suppliers = moderate
• Industry rivalry = high

CONCLUSION
From the presentation, it can be understood that HiPP is renowned
organisation who delivers efficient quality organic baby food and milk
products. In this context, the product description of new product has been
discussed. The market analysis and competitors analysis has been discussed
in this report.

References
• Man, M.M.K., 2016. Supply Chain Management (SCM), Environmental Factors and Porter Five Forces: A
Case Study of Malaysia Airlines Berhad (MAB). International Journal of Supply Chain Management, 5(3),
pp.32-39.
• Online
• About HiPP. 2018. [Online]. Available through:<https://www.hipp.com/about-hipp/history/>
• Are some formula-milk brands better than others? 2018. [Online]. Available through:<https://
www.which.co.uk
/reviews/formula-milk/article/choosing-the-right-formula-milk/are-some-formula-milk-brands-better-than-
others
>
• Omsco Milk Market Report. 2017 [Online]. Available through:<http://www.omsco.co.uk/_clientfiles/
Omsco%20Milk%20Market%20Report%202017.pdf>

Thank You