Grocery & Non Food Category Guide 2025/26

Brought to you by: Plan for Profit BABY CARE 59 BABY CARE Category Breakdown 1 Sources: 1. Proprietary Brand Manufacturer Research (Danone) 2. Nielsen – Total Impulse - Value & Unit Sales - MAT: 30.11.2024 3. MSL Regional Study (Danone) Baby Wipes Baby Milk Pampers leads with 38% of value sales, followed by Own Label at 31% . 2 Baby wipes are the No.1 category, accounting for 49% of value and 76% of volume sales. 2 First stage baby milk is the largest and most important segment, followed by follow-on. 2 Retailers should stock the leading baby wipes brand alongside a quality own label alternative. 49% Brand is the No.1 driver of baby milk purchases. 1 Nappies Pampers accounts for 76% of nappy sales. 2 Prioritise bestselling brands in sizes 6 , 5 , and 4 . If space allows, include sizes 3 and 2. Prioritise Cow & Gate and Aptamil first stage milk if space is limited, before adding follow-on. Ensure this high-value category is highly visible and easy to access. 4. Proprietary brand manufacturer research (P&G) 1/3 of baby care shoppers buy their nappies in independent stores. 3 62% of baby care shoppers will go elsewhere if their preferred brand isn’t available. 4 Cow & Gate: No.1 2 Aptamil: No.2 2 PAMPERS OWN LABEL 76%