What to Stock 2021: Babycare

Our top three profit drivers are in 30.9%, 22.2% and 21.4% of stores, showing the majority of retailers are not taking up the opportunity babycare lines could represent. Meanwhile, the fourth best profit driver, Cow & Gate 2 Follow on Milk Powder, is only in 28.7% of stores yet brings in 29p average weekly profit

TOP PROFIT DRIVERS

1

Cow & Gate 1 First Infant Milk Powder 800g
Bestway margin: 14.7%
Average weekly profit: 51p

2

Aptamil 1 First Infant Milk Powder 800g
Booker margin: 14.9%
Average weekly profit: 40p

3

Cow & Gate Hungrier Baby First Infant Milk Powder 800g
Bestway margin: 14.7%
Average weekly profit: 32p

TOP 25


Top 25		TRDP 2020 rank	Average price 2021	Average weekly sales per shop	% of UK stores sold in
1	Cow & Gate 1 First Infant Milk Powder 800g	1 ▶	£10.05	£3.48	30.90%
2	Aptamil 1 First Infant Milk Powder 800g	4 ▲	£12.57	£2.68	22.20%
3	Cow & Gate 2 Follow On Milk Powder 800g	2 ▼	£10.03	£1.98	28.70%
4	Cow & Gate Hungrier Baby First Infant Milk Powder 800g	3 ▼	£10.01	£2.18	21.40%
5	Aptamil 2 Follow On Milk Powder 800g	6 ▲	£12.56	£1.79	19.70%
6	SMA Pro First Infant Milk Powder 800g	5 ▼	£11.82	£1.53	14.10%
7	Cow & Gate 3 Growing Up Milk Powder 800 & 900g	10 ▲	£9.97	£1.16	15.50%
8	Cow & Gate 1 First Infant Milk Ready to Feed 200ml	7 ▼	£0.92	£0.79	19.50%
9	Farley's Rusks 150g	11 ▲	£1.77	£0.45	32.30%
10	SMA Pro Follow On Milk Powder 800g	9 ▼	£11.66	£1.24	11.40%
11	Cow & Gate 2 Follow On Milk Ready to Feed 200ml	8 ▼	95p	£0.78	15.40%
12	Aptamil Hungry First Infant Milk Powder 800g	14 ▲	£12.50	£1.16	8.50%
13	Aptamil 1 First Infant Milk Ready to Feed 200ml	13 ▶	£1.19	£0.67	14.20%
14	Cow & Gate Hungrier Baby First Infant Milk Ready to Feed 200ml	12 ▼	93p	£0.65	13.20%
15	Cow & Gate 7 months Scrummy Spaghetti Bolognese 200g	15 ▶	90p	£0.23	29.70%
16	Ella's Kitchen Stage 1 Strawberries & Apples 120g	16 ▶	£1.31	£0.37	16.90%
17	Cow & Gate 7 months Tasty Cottage Pie 200g	17 ▶	91p	£0.24	24.60%
18	Aptamil 3 Growing Up Milk Powder 800g	20 ▲	£12.29	£1.36	4.30%
19	Cow & Gate 7 months Potato & Turkey Roast 200g	18 ▼	90p	£0.20	27.60%
20	Aptamil 2 Follow On Milk Ready to Feed 200ml	19 ▼	£1.17	£0.52	9.40%
21	Cow & Gate 7 months Apple Crumble 200g	23 ▲	90p	£0.18	26.30%
22	Cow & Gate 6 months Rice Pudding 125g	21 ▼	78p	£0.15	29.40%
23	Cow & Gate 7 months Butternut Squash Chicken & Pasta 200g	24 ▲	90p	£0.19	22.30%
24	Ella's Kitchen Stage 2 Chicken Casserole 130g	22 ▼	£1.75	£0.33	12.70%
25	Cow & Gate 4 months Sunday Roast Chicken 125g	New Entry ▲	78p	£0.12	29.60%

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