Grocery, Non Food, Chilled & Frozen 2021-22

The baby care category within independents is worth £14.9m. (Neilsen - Baby Toiletries - Total Market & Impulse - Value Sales - MAT: 27.02.2021 Within the baby food market pouches & snacks account for 69% share of sales.The ready to feed aspect and convenience of pouches are ideal when people are away from home. (IRI - Baby Feeding - Total Market & Convenience - Value Sales - MAT: 13.02.2021) As shoppers turned to their independent retailer during the pandemic, baby toiletries grew by +17.5%, driven by Johnsons Baby at +10.4% growth year on year. Stocking an essentials baby toiletries core range is important to capture potential new consumers. (Neilsen - Baby Toiletries - Total Market & Impulse - Value Sales - MAT: 27.02.2021) The baby wipes market within independents is seeing a 5.6% growth year on year is worth £7m. Unscented baby wipes are the preferred option with 57% share of sales. (IRI - Baby Wipes - Total Market & Independents -Value Sales - MAT: 28.02.2021) Brand remains a key shopper need. 62% of baby care shoppers will shop elsewhere if they cannot find the brand or product they are looking for. (Neilsen - Baby Toiletries - Total Market & Impulse - Value Sales - MAT: 27.02.2021 Brand values are important in millennial parents, 83% want to buy into a brand whose values align with their own. We can see in the independents channel that premium ranges including organic & plant-based milk are in growth. Don't forget to reflect this in more affluent stores. (Neilsen - Baby Toiletries - Total Market & Impulse - Value Sales - MAT: 27.02.2021) Baby Care 62% Baby Toiletries +17.5% £14.9m Johnsons Baby +10.4% +5.6% GROWTH YoY 57% Unscented For more information visit www.planforprofit.co.uk/category-insights COW & GATE First Baby Milk from Birth Formula 800g Page 81 HUGGIES Pure Baby Wipes 56’s Page 82 PAMPERS Baby Dry Carry Pack Size 5 PMP 23’s Page 82 Retailer Action : Check your Must Stocks CHECK OUT THE BEST SELLERS – Highlighted in each category These are the products that shoppers expect to see in your store, will meet your customers’ needs and will avoid losing sales.