If you’re short on space in store, these are the top 10 most important Baby Care products you must stock.
First Infant Stage 1 (0-6 Months) 800g
Baby Milk Formula
Baby Dry Size 6 19ct PMP £6.49
Nappy Pants
Pure 99% Water 56ct
Baby Wipes
Baby Dry Size 5 23ct PMP £6.49
Nappy Pants
First Infant Stage 1 (0-6 Months) 800g
Baby Milk Formula
Strawberries & Apples 4+ Months 120g
Pouch
Antiseptic Healing Cream 125g
Baby Toiletries
First Infant Stage 1 (0-6 Months) 200ml
Ready To Feed Liquid
Chicken Casserole 7+ Months 130g
Pouch
Baby Dry Size 4 25ct PMP £6.49
Taped Nappies
First Infant Stage 1 (0-6 Months) 800g
Baby Milk Formula
Baby Dry Size 6 19ct PMP £6.49
Nappy Pants
Pure 99% Water 56ct
Baby Wipes
Baby Dry Size 5 23ct PMP £6.49
Nappy Pants
First Infant Stage 1 (0-6 Months) 800g
Baby Milk Formula
Strawberries & Apples 4+ Months 120g
Pouch
Antiseptic Healing Cream 125g
Baby Toiletries
First Infant Stage 1 (0-6 Months) 200ml
Ready To Feed Liquid
Chicken Casserole 7+ Months 130g
Pouch
Baby Dry Size 4 25ct PMP £6.49
Taped Nappies
Merchandise baby milk by brand, format, then age. Make sure you have a range of different formats available including milk powder, ready to drink, snacking and jar foods.
Stage 1 baby milks are the biggest and most important segment, followed by Stage 2 and then Stage 3. If space is limited, maximise your sales by stocking Stage 1 Aptamil and Cow & Gate before moving up to Stage 2, as shoppers are extremely brand loyal. Stage 3 milks can be reserved for the largest stores.
Baby feeding is a high-value category. Locate it close to your till point to help shoppers find it easily and to minimise theft. It needs to be easy to get to with a buggy or pushchair too.
Brand is the no.1 purchase driver for Baby Milks
Source: Proprietary brand manufacturer research (Danone)
Age stage is the no.1 purchase driver for Baby Food
Source: Proprietary brand manufacturer research (Danone)
Merchandise baby food in age stage order, starting with the youngest first.
There is a wide range of baby toiletries available. If space on shelf is limited, the absolute minimum must-stock range is Johnson’s Baby cotton buds, baby powder, baby oil and Sudocrem healing cream.
Baby wipes and toiletries are not just for babies! They cover a wide range of needs – sensitive skin, for example, so they are often used by adults too.
1/3 of baby care shoppers buy nappies in Independent stores, so your range needs to meet their needs. Sizes 5 and 6 are the best-selling due to the fact babies are in these sizes for longer. Where space allows extend your range to include sizes 4 & 3.
Source: Proprietary brand manufacturer research (P&G)
Nappy pants are in long-term growth, and they are more popular for older babies or toddlers. If you only have space for one variant of each nappy size, you should stock taped nappies up to size 4, and then pants in sizes 5 and 6.
| Aptamil First Infant Milk from Birth – 6 Months 800g | 5051594006812 |
| Aptamil Follow On Milk 2 6-12 Months 800g | 5051594006829 |
| Aptamil Growing Up Milk 3 1-2 Years 800g | 5051594006805 |
| Aptamil 1 First Infant Milk from Birth 200ml | 8716900559129 |
| Aptamil 2 Follow On Baby Milk Formula 6-12 Months 200ml | 8716900559143 |
| Aptamil 3 Toddler Milk 1-3 Years 200ml | 5051594002975 |
| SMA PRO First Infant Milk From Birth 800g | 7613036912990 |
| Cow & Gate 1 First Baby Milk Formula From Birth 800g | 5051594006874 |
| Cow & Gate Hungry Baby Milk Formula From Birth 800g | 5051594006898 |
| Cow & Gate 2 Follow On Baby Milk Formula 800g | 5051594006881 |
| Cow & Gate 1 First Infant Milk from Birth 200ml | 8716900559242 |
| Cow & Gate 2 Follow-On Milk From 6 Months 200ml | 8716900559280 |
| Cow & Gate Creamy Porridge Baby Cereal 125g | 3041091427717 |
| Nestle Cerelac Infant Cereal Honey & Wheat with Milk from 12 Months 1kg | 7616100581535 |
| Heinz Farley’s Rusks Original All Ages 4-6 Months Onwards 150g | 5000218005670 |
| Ella’s Kitchen Organic Spag Bol Baby Pouch 7+ Months 130g | 5060107332225 |
| Ella’s Kitchen Organic Cheesy Pie Baby Pouch 7+ Months 130g | 5060107332188 |
| Ella’s Kitchen Organic Strawberries and Apples Baby Pouch 4+ Months 120g | 5060107330368 |
| Ella’s Kitchen Organic Bananas and Apples Baby Pouch 4+ Months 120g | 5060107330276 |
| HiPP Organic Spaghetti with Tomatoes & Mozzarella Baby Food Jar 7+ Months 190g | 4062300323421 |
| HiPP Organic Sweet Squash & Chicken Baby Food Jar 6+ Months 125g | 4062300037731 |
| HiPP Organic Banana Rice Cereal Baby Food Jar 4+ Months 125g | 4062300292468 |
| Ella’s Kitchen Organic Sweetcorn and Carrot Melty Sticks Baby Snack 7+ Months 16g | 5060107339811 |
| Kiddylicious Veggie Straws Baby Snack 9 Months+ 12g | 5060040253700 |
| Kiddylicious Smoothie Melts Strawberry & Banana Infant Snack 12months+ 6g | 5060040252000 |
| Johnson’s Baby Cotton Buds 100 Buds | 3574661440460 |
| Sudocrem Antiseptic Healing Nappy Cream 60g | 5017007601333 |
| Johnson’s Baby Powder 200g | 3574669908252 |
| Johnsons Baby Oil 300ml PMP £2.20 | 3574661694993 |
| Johnson’s Baby Shampoo 300ml PMP £2.00 | 3574669907569 |
| Johnson’s Baby Lotion 300ml PMP £2.00 | 3574669908092 |
| Johnson’s Baby Bath 300ml PMP £2.00 | 3574669908498 |
| Huggies Pure Baby Wipes – 1 Pack of 56 Wipes | 5029053550039 |
| Pampers Sensitive Baby Wipes PMP £1.29 | 8006540836194 |
| Pampers Baby Dry Pants Size 5 Carry Pack 21ct PMP 6.49 | 8006540825297 |
| Pampers Baby Dry Taped Size 3 Carry Pack 30ct PMP £6.49 | 8006540827215 |
| Pampers Baby Dry Taped Size 4 Carry Pack 25ct PMP £6.49 | 8006540827277 |
| Pampers Baby Dry Taped Size 5 Carry Pack 23ct PMP £6.49 | 8006540827307 |
| Pampers Baby Dry Taped Size 6 Carry Pack 19ct PMP £6.49 | 8006540827338 |
| Pampers Baby Dry Pants Size 6 Carry Pack 19ct PMP £6.49 | 8006540825327 |
Brand is the no.1 purchase driver for Baby Milks
Source: Proprietary brand manufacturer research (Danone)
Age stage is the no.1 purchase driver for Baby Food
Source: Proprietary brand manufacturer research (Danone)
There is a wide range of baby toiletries available. If space on shelf is limited, the absolute minimum must-stock range is Johnson’s Baby cotton buds, baby powder, baby oil and Sudocrem healing cream.
1/3 of baby care shoppers buy nappies in Independent stores11, so your range needs to meet their needs. Sizes 5 and 6 are the best-selling due to the fact babies are in these sizes for longer. Where space allows extend your range to include sizes 4 & 3.
Source: Proprietary brand manufacturer research (P&G)
Stage 1 baby milks are the biggest and most important segment, followed by Stage 2 and then Stage 3. If space is limited, maximise your sales by stocking Stage 1 Aptamil and Cow & Gate before moving up to Stage 2, as shoppers are extremely brand loyal. Stage 3 milks can be reserved for the largest stores.
Merchandise baby milk by brand, format, then age. Make sure you have a range of different formats available including milk powder, ready to drink, snacking and jar foods.
Merchandise baby food in age stage order, starting with the youngest first.
Baby feeding is a high-value category. Locate it close to your till point to help shoppers find it easily and to minimise theft. It needs to be easy to get to with a buggy or pushchair too.
Nappy pants are in long-term growth, and they are more popular for older babies or toddlers. If you only have space for one variant of each nappy size, you should stock taped nappies up to size 4, and then pants in sizes 5 and 6.
Baby wipes and toiletries are not just for babies! They cover a wide range of needs – sensitive skin, for example, so they are often used by adults too.
| Aptamil First Infant Milk from Birth – 6 Months 800g | 5051594006812 |
| Aptamil Follow On Milk 2 6-12 Months 800g | 5051594006829 |
| Aptamil 1 First Infant Milk from Birth 200ml | 8716900559129 |
| Aptamil 2 Follow On Baby Milk Formula 6-12 Months 200ml | 8716900559143 |
| Aptamil 3 Toddler Milk 1-3 Years 200ml | 5051594002975 |
| Cow & Gate 1 First Baby Milk Formula From Birth 800g | 5051594006874 |
| Cow & Gate Hungry Baby Milk Formula From Birth 800g | 5051594006898 |
| Cow & Gate 2 Follow On Baby Milk Formula 800g | 5051594006881 |
| Cow & Gate 1 First Infant Milk from Birth 200ml | 8716900559242 |
| Cow & Gate 2 Follow-On Milk From 6 Months 200ml | 8716900559280 |
| Cow & Gate 3 Growing Up Milk Formula 200ml | 5051594002982 |
| Ella’s Kitchen Organic Spag Bol Baby Pouch 7+ Months 130g | 5060107332225 |
| Ella’s Kitchen Organic Cheesy Pie Baby Pouch 7+ Months 130g | 5060107332188 |
| Ella’s Kitchen Organic Strawberries and Apples Baby Pouch 4+ Months 120g | 5060107330368 |
| Ella’s Kitchen Organic Bananas and Apples Baby Pouch 4+ Months 120g | 5060107330276 |
| HiPP Organic Spaghetti with Tomatoes & Mozzarella Baby Food Jar 7+ Months 190g | 4062300323421 |
| HiPP Organic Sweet Squash & Chicken Baby Food Jar 6+ Months 125g | 4062300037731 |
| HiPP Organic Banana Rice Cereal Baby Food Jar 4+ Months 125g | 4062300292468 |
| Heinz Farley’s Rusks Original All Ages 4-6 Months Onwards 150g | 5000218005670 |
| Ella’s Kitchen Organic Sweetcorn and Carrot Melty Sticks Baby Snack 7+ Months 16g | 5060107339811 |
| Kiddylicious Veggie Straws Baby Snack 9 Months+ 12g | 5060040253700 |
| Kiddylicious Smoothie Melts Strawberry & Banana Infant Snack 12months+ 6g | 5060040252000 |
| Johnson’s Baby Cotton Buds 100 Buds | 3574661440460 |
| Sudocrem Antiseptic Healing Nappy Cream 60g | 5017007601333 |
| Johnson’s Baby Powder 200g | 3574669908252 |
| Johnsons Baby Oil 300ml PMP £2.20 | 3574661694993 |
| Johnson’s Baby Lotion 300ml PMP £2.00 | 3574669908092 |
| Johnson’s Baby Shampoo 300ml PMP £2.00 | 3574669907569 |
| Johnson’s Baby Bath 300ml PMP £2.00 | 3574669908498 |
| Huggies Pure Baby Wipes 56ct | 5029053550039 |
| Pampers Sensitive Baby Wipes PMP £1.29 | 8006540836194 |
| Pampers Baby Dry Pants Size 5 Carry Pack 21ct PMP 6.49 | 8006540825297 |
| Pampers Baby Dry Taped Size 3 Carry Pack 30ct PMP £6.49 | 8006540827215 |
| Pampers Baby Dry Taped Size 4 Carry Pack 25ct PMP £6.49 | 8006540827277 |
| Pampers Baby Dry Taped Size 5 Carry Pack 23ct PMP £6.49 | 8006540827307 |
| Pampers Baby Dry Taped Size 6 Carry Pack 19ct PMP £6.49 | 8006540827338 |
| Pampers Baby Dry Pants Size 6 Carry Pack 19ct PMP £6.49 | 8006540825327 |
Stage 1 baby milks are the biggest and most important segment, followed by Stage 2 and then Stage 3. If space is limited, maximise your sales by stocking Stage 1 Aptamil and Cow & Gate before moving up to Stage 2, as shoppers are extremely brand loyal. Stage 3 milks can be reserved for the largest stores.
There is a wide range of baby toiletries available. If space on shelf is limited, the absolute minimum must-stock range is Johnson’s Baby cotton buds, baby powder, baby oil and Sudocrem healing cream.
Merchandise baby food in age stage order, starting with the youngest first.
Baby feeding is a high-value category. Locate it close to your till point to help shoppers find it easily and to minimise theft. It needs to be easy to get to with a buggy or pushchair too.
1/3 of baby care shoppers buy nappies in Independent stores, so your range needs to meet their needs. Sizes 5 and 6 are the best-selling due to the fact babies are in these sizes for longer. Where space allows extend your range to include sizes 4 & 3.
Source: Proprietary brand manufacturer research (P&G)
| Aptamil First Infant Milk from Birth – 6 Months 800g | 5051594006812 |
| Aptamil 1 First Infant Milk from Birth 200ml | 8716900559129 |
| Aptamil 2 Follow On Baby Milk Formula 6-12 Months 200ml | 8716900559143 |
| Cow & Gate 1 First Baby Milk Formula From Birth 800g | 5051594006874 |
| Cow & Gate 1 First Infant Milk from Birth 200ml | 8716900559242 |
| Cow & Gate 2 Follow-On Milk From 6 Months 200ml | 8716900559280 |
| Ella’s Kitchen Organic Strawberries and Apples Baby Pouch 4+ Months 120g | 5060107330368 |
| Ella’s Kitchen Organic Spag Bol Baby Pouch 7+ Months 130g | 5060107332225 |
| HiPP Organic Spaghetti with Tomatoes & Mozzarella Baby Food Jar 7+ Months 190g | 4062300323421 |
| HiPP Organic Banana Rice Cereal Baby Food Jar 4+ Months 125g | 4062300292468 |
| Cow & Gate Creamy Porridge Baby Cereal 125g | 3041091427717 |
| Heinz Farley’s Rusks Original All Ages 4-6 Months Onwards 150g | 5000218005670 |
| Johnson’s Baby Cotton Buds 100 Buds | 3574661440460 |
| Sudocrem Antiseptic Healing Nappy Cream 60g | 5017007601333 |
| Johnson’s Baby Powder 200g | 3574669908252 |
| Johnsons Baby Oil 300ml PMP £2.20 | 3574661694993 |
| Huggies Pure Baby Wipes 56ct | 5029053550039 |
| Pampers Baby Dry Taped Size 4 Carry Pack 25ct PMP £6.49 | 8006540827277 |
| Pampers Baby Dry Nappy Pants Size 5 Carry Pack 23ct PMP £6.49 | 8006540825297 |
| Pampers Baby Dry Nappy Pants Size 6 Carry Pack 19ct PMP £6.49 | 8006540825327 |
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best experience on our website. Learn more.
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