Specialised growing-up milk market for babies over the age of one year has shown rapid growth and now form the second-largest segment of the Indian baby food sector in both value and volume, accounting for 23.4% and 16% of the market respectively.

The strong expansion over the 2013–2019 period in the growing-up milk market is due to the increased number of products available from a number of different manufacturers, as well as rising affluence, which has enabled mothers to opt for specialised formula when they wean their babies rather than cow’s or other powdered milk.

A relatively recent development in the growing-up milk market is the launch of products targeted at babies aged two years and over, reflecting the fact that many women continue to breastfeed up to their babies’ second birthday. These products fall outside the scope of the current legislation restricting the promotion of baby foods.