Semper has been producing baby food successfully for 70 years and is currently the leader in Sweden’s baby food market, and one of the few local players in this industry. Semper’s brand name stands for security and know-how – values that are particularly important when feeding young children. The range includes välling*, porridge, jars of baby food and breast milk substitutes/infant formula.
Semper has strengthened its position on the Swedish market in recent years, with very healthy growth and an increase in sales relative to the birth rate. There are several reasons for this: more children are being born in Sweden, parents are looking for greater convenience, and Semper focuses whole-heartedly on competitive product development and a strong, vigorous brand name that stands not only for quality and security, but also for rejuvenation and modernity.
Semper is perhaps most closely associated with baby food. Families with children see Semper as a reliable guarantor of nutritionally correct and high-quality food, a warm and professional baby food manufacturer that they recognize from their own childhood. Semper nurtures this confidence with care, not least through its long-estab-lished partnerships with pediatricians, child health care centers, nutritional experts and the research community. The core of our operations entails following medical advice and recommendations on the best food for babies and children. Semper has been working in partnership with the health care sector for a number of years now and regards this partnership as a vital part of its product development work. Our focus on the health care sector has increased in the past year, with the recruitment of a group of dieticians to inform child health care center personnel about nutrition and food.
*Milk cereal drink
| Baby food accounts for approximately 80 percent of sales by Semper AB. Semper is the clear market leader in Sweden, with 60 percent of the market for food for children under the age of three. The position is even stronger in individual segments, with market shares of 65 percent for välling and over 52 percent for breast milk substitutes. |
Modern consumers and parents want greater convenience – a fact that Semper has picked up on, without lowering its quality standards and the sense of trust it offers. Recent launches include baby meals in jars that require no heating and portion-packed porridge. These products are convenient and delicious at any time, wherever the family may be.
There can be no compromise on quality when it comes to our baby food. The tastiness and consistent quality of Semper’s products are due to the fact that we use raw materials of the highest quality; for example, we only use Swedish meat. All our raw materials are carefully checked before being used in the manufacturing process and all our production facilities are strictly monitored.
Semper’s baby food exports focus on the Nordic region and Eastern Europe, where our position has strengthened in recent years. Approximately 25 percent of sales in the baby food area now comprise exports to countries in the Nordic region and Russia.The basic principle involves, wherever possible, exporting products already sold in Sweden, although some local adaptation is necessary.
For example in Russia mono-products – products with few ingredients – are what attracts the consumers. Our position in the Finnish market have strengthened during the year and Semper is now the third biggest brand name, with a 15 percent market share.