U.S. consumers' retail stores most shopped for baby care by type 2015

This statistic depicts the results of a survey conducted by Progressive Grocer on behalf of Nestlé Nutrition in 2015. Some 593 prenatal mothers and mothers in the United States were asked about their preferred retailer for baby care shopping. About 28 percent of respondents cited grocery stores as their most shopped retail outlet for baby care products.

Baby care shopping

Over the past three decades, the United States had registered an average of three to four million births annually. The national baby care product market is fueled by this phenomenon. According to the survey, U.S. consumers most frequently shopped at mass merchandisers for baby care products in 2015. Baby wipes, baby soaps, and baby ointments and creams were the best-selling products in this category that year. Baby wipes accounted for almost 1.23 billion U.S. dollars in retail sales — 39 percent of which came from private labels. Over 300 million units of baby wipes were sold during this period.

Only six percent of the respondents made regular purchases from pharmacies and drugstores. In 2014, drugstores across the country generated more than 52 million U.S. dollars in baby ointment and cream sales. These items cost about 6.15 U.S. dollars per unit in 2015.

Diapers and wipes topped the list in terms of planned purchases in 2015. Leading baby care company, Procter & Gamble held a 42.9 percent sales share of the U.S. diaper market in 2014, while competitor Kimberly-Clark captured 37 percent.

The Dorel Juvenile Group is country’s largest baby care and safety accessories vendor in 2014, with sales amounting to approximately 200 million dollars. The company specializes in manufacturing car seats, high chairs and bath accessories.

Consumers' retail stores most frequently visited for baby care shopping in the United States in 2015, by type

Share of respondents
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Source

Release date

July 2015

Region

United States

Survey time period

2015

Number of respondents

593 respondents

Special properties

prenatal mothers and mothers*

Method of interview

Online survey

Supplementary notes

* Respondents had to meet the follwing criteria:
They shopped for baby products in the past two weeks (four weeks for prenatal mothers).
They shopped in at least one of the following retail channels: Mass Merchandiser, Grocery Store, Warehouse Club, Specialty Store, Pharmacy/ Drug Store or Value/Dollar Store.
They did all or most of household shopping for baby products, or shared equally in this type of shopping.
They purchased at least one of the following products for their baby/toddler: baby food, formula, diapers/wipes, clothes, medicine, toys, feeding accessories, bath wash/lotions, equipment, baby water.

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Statistics on "Baby care market in the U.S."

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