Cute as a button insights
on the Baby customer
Whether a new bundle of joy is on the way, or looking after their growing families customers are deeply engaged with the Baby category at the supermarket. When making purchase decisions about the products right for their family customers want to feel confident and informed and look to retailers and brands to support their parenting journey.
Our Category Collection Baby research sought to understand why and how customers are shopping in the category. These insights will help inform strategic retail media solutions, which help your brand reach, engage and convert category customers.
See what else we discovered about Baby customers below.
We spoke to 1,966
Baby customers
Cartology conducted a national survey via the Woolworths Group Gather Panel, to go deeper with Baby category customers across 6 key sub categories.
The study looked at purchase drivers, shopping behaviours, retail media interactions and expectations of brands.
customers
survey
We researched;
Baby food, standard baby formula, specialty baby formula, nappies, baby wipes and baby toiletries.
Baby food, standard baby formula, specialty baby formula, nappies, baby wipes and baby toiletries.
So, what did Baby customers tell us?
Omnichannel shopping is key in Baby.
48% of Baby customers are omnichannel, shopping the category online and instore monthly (12% higher than total supermarket average).
Baby customers buy in bulk.
Baby customers buy in bulk with 62% pantry loading, to ensure there are always spare nappy’s, food and formula available.
Brand loyalty is strong in the Baby category.
58% of baby customers are brand loyal. With reliability (55%) the main reason they stick what a brand they know and trust.
Sub-Category Spotlight - Nappies
68%
of customers stick to their usual brand when it comes to Nappies.
9 in 10
customers plan to shop Nappies.
51%
stock up on Nappies (to not run out).
Book in your Baby category deep dive session today!
Get in touch with the Cartology team to book in your Category Collection deep dive.
Source: Woolworths Gather Panel, Cartology, Category Collection customer research series; Baby, Drinks, Health & Beauty, Pet Care and Snacks 2023, Produce and Deli 2024.