Baby food production is rapidly growing category of the major manufacturing players in the West Africa market. Product diversification in order to focus on health and fitness of the infants, growing organic trend, ethical and sustainable baby food products, along with fortification by using functional ingredients such as iron to support immune systems of the babies, aid sleep and reduce risk of allergies, for example, are major trends that places on product innovation, development and launches. Consumers from West Africa also prioritize quality and safety of the products, demanding a strong, safe brand image and good health credentials of the infants. Due to these reasons, the demand will furthermore increase in the coming years. Thus, to meet this demand of baby food, many companies are launching new products in the West African region.
