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BABY FEEDING

Baby Feeding sales continue to soar in convenience on the back of strong baby milk performance. Sales have grown 5.5% YOY, eclipsing £9.3m, making them bigger than Nappies and Wipes in the channel for the first time, both of which are in double-digit decline.

Households with babies spend more per shopping trip than the average shopper, so attract them into your store with the leading milks brands and a range of foods that satisfy top-up and on-the-go shopping habits.

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How to use this guide:

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    What to stock

    Which brands are top sellers? What products are in growth? Find out the latest data to ensure you stock everything you need.

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    Top tips and trends

    What are your shopper's missions? How can your shop cater to them? Take note of these free tips and apply them carefully in your shop to see sales grow.

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    Planograms

    How you lay out your products can mean the difference between a sale and a lost customer. Follow these planograms to make sure your shelves are always ready.

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What to stock    Top tips and trends    Planograms

What to Stock

Listing the full range of formula milks can be extremely lucrative for your store as parents spend £520 on infant formula milk over the baby and toddler feeding journey. To capitalise on this, retailers must list as many stages as they can- First, Hungry, Follow On and Growing Up Milks.

Baby Nutrition Specialist

Danone Nutricia

 Focus on brands in growth

Cow & Gate is the leading milk brand in Convenience at 46% share. Aptamil, the No. 2 brand in convenience but No.1 at TM, represents 42% of the milks value with growth of 64% YOY! SMA represents 12% share in the channel.

It’s important to stock liquids as well, a perfect fit for this channel given their convenience for Mum and they don’t take up much space on shelf for the retailer.

Top 10 ranked Baby Milks

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What to stock    Top tips and trends    Planograms

Top tips and trends

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What to stock    Top tips and trends    Planograms

Planograms

One shelf

If you have limited space provide the essentials. Focus on Milks: range the best selling milk SKU's by brand from 0-12mths. Food offer to focus on best selling core products.

Two shelf

Improve milks choice. Stock the best-selling Powders and Liquids across 3 brands. Food range now covers Snacking and Cereals, whilst expanding the range of Jars and Pouches.

Three shelf

Meet all milk needs. Stock a range of Powders and Liquids across 3 brands to cover all stages (First, Hungry, FOM, GUM). Food range covers all major categories and age stages, meeting Top-Up and On-the-Go needs.

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More information

This category management page was built with the help and expert advice of Danone Nutricia.