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Baby Care

#1

Top Ranked Product

Top 10

If you’re short on space in store, these are the top 10 most important Baby Care products you must stock.

1
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Cow & Gate

First Infant Stage 1 (0-6 Months) 800g

Baby Milk Formula
2
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Pampers

Baby Dry Size 6 19ct PMP £6.49

Nappy Pants
3
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Huggies

Pure 99% Water 56ct

Baby Wipes
4
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Pampers

Baby Dry Size 5 23ct PMP £6.49

Nappy Pants
5
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Aptamil

First Infant Stage 1 (0-6 Months) 800g

Baby Milk Formula
6
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Ella's Kitchen

Strawberries & Apples 4+ Months 120g

Pouch
7
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Sudocrem

Antiseptic Healing Cream 125g

Baby Toiletries
8
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Cow & Gate

First Infant Stage 1 (0-6 Months) 200ml

Ready To Feed Liquid
9
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Ella's Kitchen

Chicken Casserole 7+ Months 130g

Pouch
10
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Pampers

Baby Dry Size 4 25ct PMP £6.49

Taped Nappies
1
product-title image
Cow & Gate

First Infant Stage 1 (0-6 Months) 800g

Baby Milk Formula
2
product-title image
Pampers

Baby Dry Size 6 19ct PMP £6.49

Nappy Pants
3
product-title image
Huggies

Pure 99% Water 56ct

Baby Wipes
4
product-title image
Pampers

Baby Dry Size 5 23ct PMP £6.49

Nappy Pants
5
product-title image
Aptamil

First Infant Stage 1 (0-6 Months) 800g

Baby Milk Formula
6
product-title image
Ella's Kitchen

Strawberries & Apples 4+ Months 120g

Pouch
7
product-title image
Sudocrem

Antiseptic Healing Cream 125g

Baby Toiletries
8
product-title image
Cow & Gate

First Infant Stage 1 (0-6 Months) 200ml

Ready To Feed Liquid
9
product-title image
Ella's Kitchen

Chicken Casserole 7+ Months 130g

Pouch
10
product-title image
Pampers

Baby Dry Size 4 25ct PMP £6.49

Taped Nappies

Ones to watch

Free from plastic

Huggies Natural Biodegradable Wipes 48ct

96% naturally derived ingredients

Sudocrem Naturals Nappy Cream

Category extension opportunity

DryNites Aged 4-7 Boy Pyjama Pants

New to the range

HiPP Mild Veg Curry Tray 10+ Months

New innovation

Aptamil Stage 2 Follow On Milk Tabs 24ct

Latest Insights

There is high cross-shop between baby care and personal care (particularly period products and adult incontinence) so merchandise the two categories close together in store.
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Young families spend 38% more than the average shopper.
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Source: Kantar Worldpanel Data – Based on Average Weekly Usage over a 12w Period
62% of Baby Care shoppers will go elsewhere if they can't find their usual brand on shelf. This rises to 70% for baby milk.
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Source: MSL Regional Study (via Danone)
86% of people plan their shop in advance, so they need to know you stock the right range in your store.
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Source: ShopperIQ Advantage Data
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