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.
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
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.
Stock the big brands
Busy parents are more likely to be willing to pay a premium for products that are convenient and easy for them to use
Dedicate your space wisely
Baby feeding makes up the majority of total baby sales. At least half of your total baby space should be dedicated to baby feeding – 3 shelves would represent a good range.
Retailers can appeal to busy parents by stocking a range of convenient baby feeding products that will save parents time. For example, jar, pouch and tray meals are quick and easy for parents to prepare and feed to their babies.
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.
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.
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.