Trends in Online Baby Product Sales New Arrivals
For the top 100 best selling baby products
on Amazon U.S., the average review count increased 5%
from 1,363 in August to 1,434 in September 2015.4
Profitero Amazon FastMovers
US Baby, September 2015
But brand loyalty is far from guaranteed. 70% ofglobal shoppers say they have switched baby
food brands and diaper brands.
Product content and reviewsare increasingly important.
FEEDBACK/ADVICE from Family and Friends
RECOMMENDATION of a Health Expert
MEDICAL REASON
PROMOTION
INTERNET/BLOGInformation
TOP 5 ReasonsFor SwitchingBaby Food 3
RECOMMENDATION of a Health Expert
PROMOTION
FEEDBACK/ADVICE From Family and Friends
LOWER COST
OUT OF STOCK
TOP 5 ReasonsFor SwitchingDiapers 3
40%
34%
23%
21%
19%
35%
27%
27%
21%
21%
Once “through the gate,” parents spend in a wide array of baby categories. Percentage who say they have
purchased a baby care product online:
Subscription programs such as Amazon’s Subscribe & Save lock households into a given retailer or
brand—parents can “set it and forget it.”
Given the importance that having young children has on the decision to start using the online channel, we would suggest any brand that has a bias toward
young families should consider developing their multichannel strategy.” -Dunnhumby The Multichannel Movement (2015)
“
Asia/Pacific
Europe Africa/Middle East
Latin America
NorthAmerica
Diapers
Food
31%
25%
13% 14% 15% 16%
8% 11% 7% 7%
Asia-Pacific is the worldwide leader!Nielsen Global Baby Care Survey, Q1 2015
TOP SELLING BABY BRANDSON AMAZON, SEPTEMBER 2015 4
67%67% of diaper products on
Amazon in theUS are eligible for
Subscribe & Save.4
Profitero Amazon FastMovers US Baby Diapering, September 2015
£17.69$20.05
Product images are essential, too.
Top sellers on Amazon averaged Five images per product in the U.S. and U.K.4
Content is king, but sometimes it’s out of date.
More than half (57%) of top-selling Amazon baby brands have invested
in enhanced content on Amazon,but only 27.5% of baby brands haveupdated their A+ content within the
past 15 months (since August 2014).6 57% Content26, 2015
For all baby brands, discoverability is essential
44%44% of consumers start their product searches
on Amazon, far more than search engines
like Google or other retail sites.5
All brands and retailers hope to maximize customer loyalty.
”
In this rapidly-changing environment, many brands and retailers rely on Profitero to
provide them with their competitors’ prices, promotions, product availability
and full assortment information.
Profitero Amazon FastMovers US/UK Baby, September 2015
UNITED STATES UNITED KINGDOM
The average price for the top 100 best selling products on Amazon 4
And of course, price is always a factor.
5%
EVEN WITH THIS MARKET FLUX, CERTAIN BRANDS STAND OUT ABOVE THE REST.
Munchkin
12
Brand
# of Productsin TOP 100
Medela
7444
Dr. Brown’s Graco
Phillip Avent
Brand
# of Productsin TOP 100 209533333
Tommee Tippee Fisher-Price
First Steps
Angelcare Dr. Brown’s Natural Flow
Lansinoh
The Gro Company
VTech Baby
US UK
$5 billion in annual revenue in U.S. in 2015. Annual growth (2010-15) was up 10.8% 1
Today: New parents are time-starved (online shopping saves precious hours). They’re also
initially information-starved (but online, product pages are loaded with detail).
Baby grocery is a key gateway driver
Baby Food and Care is the #2 most purchased grocery category by multichannel shoppers, driven by the convenience of home delivery.
SOURCES: 1 http://www.ibisworld.com/industry/online-baby-product-sales.html2 http://www.dunnhumby.com/new-research-rise-multichannel-grocery-shopping3 http://www.nielsen.com/us/en/insights/news/2015/baby-bounce-respondents-likely-to-switch-baby-food-and-diaper-brands.html4 http://insights.profitero.com/amazon-fastmovers-reports.html5 http://bloomreach.com/2015/10/amazon-commands-nearly-half-of-consumers-first-product-search/6 http://content26.com
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