New Category Demands

Shoppers are buying more categories

Shoppers still need to purchase the truly necessary categories, such as milk powder and diapers. They’re also buying additional categories on top of these, in particular non-food categories, driven by personal care categories including baby lotion, baby shampoo, baby talcum powder and baby soap.This shift in demand could bring a new opportunity for brands that understand the role of personal care in the baby FMCG basket. Even if you do not have a product in the sector, it is important to know how your product might complement the newfound need for personal care. Could you collaborate with a personal care brand? Could you make it more convenient for shoppers to purchase both categories on the same trip? Or should you look to infiltrate that additional trip for personal care to increase your own brand’s frequency?