Grocery & Non Food 2024/25

55 Baby Care Age Stage: No.1 Baby Food Purchase Driver (1) Merchandise baby food in order of age stages, starting with the youngest first. Young families spend 38% more than the average shopper, so ensure you have a core range of baby feeding options available. (3) Baby Wipes: 31% of Baby Care Sales (4) Huggies accounts for 32% of sales, and Own Brand holds 30%. Since price is the top factor influencing customer choice, ensure you stock both Huggies and a value alternative to meet customer needs. (4) Brand: No.1 Baby Milk Purchase Driver (1) 62% of parents will shop elsewhere if they can’t find their usual milk brand. Prioritise offering a selection of brands, focusing on Cow & Gate and Aptamil first, followed by other brands. (2) Pampers: 76% of Nappies Sales (4) It’s important for retailers to stock a variety of nappy sizes in their stores. Retailers should prioritise nappy sizes 6, 5, and 4. If additional space is available, they should also stock sizes 3 and 2. Baby Care Items Drive 56% of Parents’ Shopping Trips (5) Once all the key shopper needs are covered, retailers can expand the range into more brands and product variants, to maximise conversion and drive trade-up. #1 brand purchase driver 5 4 6 56% of Parents’ shopping trips £ 31% of Baby Care sales (1) Proprietary Brand Manufacturer Research (Danone) (2) MSL Regional Study (Danone) (3) Kantar Worldpanel Data – Average Weekly Usage over 12wk Period (4) SmartView Convenience MAT 52 Week 14/07/2024 (5) IGD Shopper Benchmark Report