Progressive Grocer

AUG 2015

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20 H O W T O W I N I N T H E B A B Y C A T E G O R Y 69% Grocery: Frequency of formula purchase Past 30-day conversion among infant formula shoppers 2015 Mass merch stores (n=503) 2015 Grocery stores (n=503) Latest in-store infant formula trends Formula purchases are more planned than ever—95% in 2015. Moms are more likely to be purchasing formula weekly in 2015, with less pantry loading than in 2011. Mom is spending more time at the formula shelf: Comparing prices at shelf Reading labels more ofen Comparing prices across stores every time she purchases formula 10 20 30 40 50 2008 2011 2015 Weekly Bi-weekly 3 weeks or longer Source: Molly Johnson 2015 Source: Molly Johnson 2015 Shopped for any products in P30 days Purchased infant formula in P30 days 88% 79% 34% FOCUS Among infant formula shoppers, grocery currently lags behind mass merchandisers in conversion.

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