Pharmacists and counter assistants can identify potential customers to the babycare and children's category by supporting women during their pregnancy ... MORE
Key lines within the children's and babycare category are milks, medicated creams and oral medication. Toiletries is a popular subcategory, including nappy rash treatments ... MORE
Brand heritage is an important factor within babycare. Brands such as Johnson's Baby, Pampers and Cow+Gate are synonymous with the category and have an ... MORE
Offering advice will help increase sales of the babycare and children's health categories. That advice should encompass not only information about … MORE
BRAND WATCH
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The Brush-Baby range of dentalcare products for babies, toddlers and young children is performing well, with sales increasing by 100 per cent year-on-year, the company claims. The brand’s three-step routine offers...
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PRODUCT WATCH
The Metanium range was boosted last summer with the addition of Metanium Everyday Barrier Ointment – to be used at each nappy change to form a physical barrier to help prevent nappy rash.
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Kool ‘n’ Soothe Fever soft gel sheets, designed to help cool feverish children aged over one year, have seen a 106 per cent increase in sales this year so far compared with 2011
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CASE STUDY
"Since 2010 we've had a dedicated space offering customers products to cater for their babycare needs. The Babyden part of our store offers the complete range of babycare products, from cots to top-of-the-range pushchairs, to complement our pharmacy service for children and babies. "As part of our drive to raise awareness about Babyden (kentbaby.com) and our babycare services, we work closely with midwives in our area, and send congratulation cards to new parents that include leaflets about what we have on offer to support them.
"The service is run by a dedicated manager who works in partnership with us, referring concerned parents to our pharmacy. As a result of Babyden, turnover of the babycare part of our business has greatly increased in the past year and we've also noticed an increase in prescriptions for young families." |
Jonathan McCrindle, pharmacy manager, Paydens Pharmacy, Kings Hill, Kent
FACTS & FIGURES
£1,472 million
Total babycare market value
"Part of the reason for the growth in the market this year is the increased performance in baby milk, food, toiletries and wipes. Negative performance across nappies (due to a growth of own label) and baby accessories (due to more careful spending and cheaper alternatives) is offsetting total market growth."
481,500
Baby shoppers lost to pharmacy this year
"The pharmacy trade is performing behind the grocery channel from a sales point of view, down 1.3 per cent. However, the shoppers who continued to buy babycare products from pharmacies spent more last year, caused by more frequent trips and more packs being purchased per trip."
£186,000
Total pharmacy babycare market
"Spend on nappies, wipes and accessories from pharmacy is down this year, driving the total decline of the category. However, the strong performance in baby food, milk and toiletries is helping offset the decline."
84%
Branded share of the total babycare market
"Huggies, Cow+Gate and Asda were among the best brand performers at a total market level. Brands performing well in pharmacies include Cow+Gate, Boots, Huggies and Hipp."
BEST-SELLING BABYCARE BRANDS (TOTAL MARKET)
| 1. Pampers | 6. Hipp |
| 2. Huggies | 7. Asda |
| 3. Cow+Gate | 8. Johnson's |
| 4. Milupa Aptamil | 9. Tesco |
| 5. SMA | 10. Heinz |
BEST-SELLING BABYCARE BRANDS (PHARMACY)
| 1. Boots |
6. SMA |
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2. Pampers |
7. Calpol |
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3. Cow+Gate |
8. Johnson's Baby |
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4. Huggies |
9. Hipp |
| 5. Milupa Aptamil |
10. Organics |
Data provided by Kantar Worldpanel (value sales, 52 weeks to April 15, 2012); analysis by Tim Nanchalas, strategic insight director, Kantar Worldpanel
FIVE TIPS TO BOOST YOUR CHILDREN AND BABYCARE SALES
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"Advise patients about new products in the babycare and children's category, such as those recently advertised" |
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"Don't assume parents understand doses of children's medicines. Ensure you go through correct dosages with them" |
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"The baby and children's category is an emotive one. Offer a personal service and ensure customers have the opportunity to talk about their concerns within the privacy of the consultation room" |
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"Take the opportunity to link-sell by offering baby gifts, such as first-born photo albums and baby changing mats" |
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"Positioning wipes and nappies next to or near to each other encourages customers to make a complementary purchase" |
