Baby Panel

From nappies to infant formula and beyond, we track how families shop across all retail environments. We provide a clear view of purchase behaviour and routines in this high-involvement category.

Young child in bright sunglasses laughing in a yellow pool float with parent.

Couple shopping for baby diapers in a supermarket aisle with a cart.

From families to strategy

Turn baby purchase insights into growth

Our Baby Panel monitors the real decisions caregivers make across categories, channels and family needs. With detailed profiling of parents, households and routines, we help brands refine innovation, strengthen loyalty and grow in this sensitive, fast-changing market.

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Reveal the detail of baby shopping

Track purchases across infant formula, baby food, nappies and more. Understand what families buy, where they shop, how often, and how choices evolve as children grow.

Identify trending channel behaviour across markets

See how age, education, employment and region influence shopping patterns. Build a clear view of who buys, why they choose certain products, and how family structure shapes habits.

Identify trending channel behaviour across markets

Understand how caregivers move between supermarkets, pharmacies, local shops and online. Learn which channels dominate, how spend is allocated, and where switching is most likely.

Optimise strategy for family priorities

Use robust, evidence-based insights to align portfolio, pricing and promotional plans with the needs of households raising children, ensuring impact and growth.

Categories and households tracked

A full view of baby care purchases

Track baby categories. From infant formula, baby food, nappies, baby skincare to hygiene and more.

Global coverage. Multi-country coverage across Asia, Europe and the Americas, following households with children from birth to 48 months.

Mother helping her toddler eat a healthy meal at the dining table.

Exploring the routines

shaping baby care decisions

Get detailed insight into parenting choices to reveal motivations and behaviours behind purchases in feeding, hygiene and early care.

Segment by child age

Map household priorities

Identify loyalty drivers

Explore how families shop channels and formats to see how retail environments from supermarkets to pharmacies and online shape baby product choices.

Analyse store types

Track frequency of purchase

Compare regional patterns

Unlock strategies for category growth to link data with portfolio, messaging and promotional planning. Ensure your brand grows alongside family needs.

Support targeted innovation

Guide promotional planning

Strengthen channel strategy

Go beyond baby data

Looking to grow in the baby category?

Understand how families shop across channels — and what drives their choices— from nappies to formula and more.

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