Louise Cox, Brand Manager of Health & Personal Care looks at how multiples can gain footing in the specialist baby care category

First published in Checkout June 2005

As the latest round of celebrity pregnancies are due for delivery, so too are the predictable “too posh to push” headlines. But just as inevitable for a new Mum, regardless of whether you appear in the celebrity rich-list or not, is that all your baby is looking for in those early months are some pretty fundamental needs; nourishment, nappies and a bit of TLC. In Market Research terms, the reality is that these former needs become the needs of the parents (effectively the Consumer), which in turn become an opportunity for both Manufacturers and Retailers.

The launch of ACNielsen’s enhanced Health & Personal Care service is designed to meet the fundamental needs of those Manufacturers and Retailers, and with the launch of the first phase of categories covering Baby Care, so the Market Research circle of life continues!

ACNielsen’s enhanced Health & Personal Care service is designed to reflect the dynamics and competitive set of the marketplace. The inclusion of a Chemists Channel and an all scanning service of weekly data periods will enable clients to respond strategically to category opportunities and tactically to drive brand growth.

Baby Care Destinations
Convenience retailing has been a key focus for the industry in recent times and the importance of this is no less reflected in the Personal Care arena, particularly when a baby’s needs are immediate. The destination for Convenience within the Personal Care or Over the Counter Medicines sector does not necessarily mean an Impulse type store as it may do for that critical tin of Beans or chocolate craving. A local Chemist is just as likely to be a key shopping mission. But the need for convenience may not be the only factor, a Local or High Street Chemist may play another vital role. The community support and advice provided by a Pharmacist to the Consumer can be, a particularly strong crutch for a concerned parent.

Opportunities in the Baby Care Sector
Whilst all of the categories in our analysis below are dominant within the Grocery Multiples (incl. Boots and Superdrug), some are more reliant on Chemists than others. The chart shows the share of trade through the Chemists channel compared to the “norm” of Baby Care overall. Three categories in particular stand out; Baby Milks, Skincare and Nappy Rash Creams. Whilst the importance of this Channel to the Consumer could indeed be driven by a convenience need, these are also categories where key advice on Baby feeding and care may need to be sought.

Previous research by ACNielsen into Consumer Attitudes shows that Consumers do like advice from Pharmacists, therefore trust and reassurance can be key decisions for Consumers. However, Baby Care sales through the Chemists channel has declined over the previous year by nearly 9%, which provides a key opportunity for the Multiples to build on the existing sales growth of 6% they have seen.

As nutritional standards come under scrutiny again, it is a chance for the Multiples to leverage their opportunities to communicate trust and reassurance. All the current industry food issues apply equally to this area of the Personal Care arena, such as Childhood obesity, low sugar/salt and development of the Organic Foods offering. Baby clubs and retailer loyalty schemes provide an excellent chance to communicate to Consumers.

With a Baby Care sector worth 1bn annually, who can’t afford to leverage every opportunity, particularly when you know your target market is continually being renewed!