U.S. consumers' planned and unplanned baby product purchases 2015, by category

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 planned and unplanned baby product purchases. The survey results showed that 47 percent of baby or toddler food purchases were planned.

Consumers' planned versus unplanned baby product purchases in the United States in 2015, by category

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Release date

July 2015


United States

Survey time period


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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