Focus On - Health, Beauty & Baby Care

Brought to you by: Plan for Profit 5 BABY CARE 1. Proprietary Brand Manufacturer Research (Danone) 2. MSL Regional Study (Danone) 3. Kantar Worldpanel Data – Based on Average Weekly Usage over a 12wk Period 4. Nielsen – GB Total Impulse - Value & Unit Sales - MAT: 02.11.2024 | Nielsen – GB Total Impulse - Value & Unit Sales - MAT: 30.11.2024 | Circana – Symbols & Independents - Value & Unit Sales - MAT: 07.09.2024 5. Nielsen – Baby Food – Symbols & Independents – Value & Unit Sales – MAT: 08.02.2025 The baby care category is valued at £32 million in Symbols and Independents, though it is in decline. 4 Despite this, it remains a crucial category, especially for younger families looking for top-up purchases. Strong availability of baby milk is essential - prioritise Cow & Gate and Aptamil first, then expand with other key brands. Age stage is the No.1 driver of baby food purchases,1 so merchandise products in age stage order - starting with the youngest first - to help shoppers find what they need quickly. Convenience Promotional Mechanics Top Up (Planned) Food to Go Treat 2023 2024 Baby Milk Retailers should prioritise nappy sizes 6, 5, and 4. If additional space is available, they should also stock sizes 3 and 2. Nappies Baby Food Stock the Right Products Brand is the No.1 driver of baby milk purchases,1 with 62% of baby care shoppers saying they’ll go elsewhere if their preferred brand isn’t available.2 Pouches are the largest format in Independents, accounting for 51% of value sales.5 Pampers repr sent 76% f nappies sales. 4 It’s important for retailers to stock a variety of nappy sizes in their stores. 35% Baby Wipes Nappies Baby Milk Baby Food Baby Toiletries Value % Share4 25% 20% 10% 10% Category Breakdown Key insights to help maximise Baby Care Baby care shoppers plan ahead and need to be confident that retailers stock the right products. If they can’t find what they need, they’ll shop elsewhere and take their entire basket with them. YOUNGEST OLDEST Young families spend 38% more than the average shopper. 3