MJN Progressive Grocer Baby Book Final

Meetthe
Millennialmom
Whatmakes
Millennialmoms
tick —and click
PAGE3
ShopperinsightsaboutMillennialsand
theirimpactonbabycategorydynamics
Digitaldelivery
How e-commerce
is revolutionizing
thebabycare
category
PAGE5
Makeyourstore
ababyshopping
destination
In-storeshopping
trendsyoucan’t
affordtoignore
PAGE 15
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42
nourishing the best start in life
Letterhead
08
EXAMPLES
2
H O W T O W I N I N T H E B A B Y C AT E G O R Y
INTRODUCING
Molly Johnson Goes Shopping
Using survey data from more than 3,000 moms trending from
2008 to 2015, plus interviews with dozens of leading retailers,
Mead Johnson Nutrition has developed a robust shopper
insights research program: Molly Johnson Goes Shopping.
This proprietary shopper insights program delivers
comprehensive insights on moms’ purchase behavior across
e-retail as well as brick-and-mortar. Note: Research sample
includes only non-WIC moms.
Dear Industry Partners,
The rise of e-commerce is transforming the retail landscape, providing shoppers with the
means to explore entire categories, learn about products, compare prices, and select
where they will complete their purchase before they even leave home. A new generation
of tech-savvy retail customers, the Millennials, are leading the charge, doing more of their
shopping and buying online than anyone else, even in categories that once seemed safely
owned by brick-and-mortar stores.
Baby care is one of these leading edge categories, with 90 percent of Millennial moms going
online to start every baby care purchase occasion—regardless of whether the purchase
is completed online or in-store. This new path to purchase provides both challenges and
opportunities for grocers who want to win their fair share of Millennials’ $1.3 trillion in
spending power.
In this special report, Mead Johnson shares actionable insights about:
What Makes Millennial Moms Tick—and Click
How E-commerce Is Revolutionizing the Baby Care Category
In-Store Shopping Trends That You Can’t Afford to Ignore
Mead Johnson is committed to keeping you on top of the trends in baby care, particularly
infant formula, by delivering timely and relevant information that can help drive your busi-
ness. Through our proprietary shopper insights program, Molly Johnson Goes Shopping,
Mead Johnson has trended mom-reported shopping behavior across channels since 2008,
giving us a unique perspective on baby care shopping patterns and practices. This brief
report only serves to highlight our research findings. We look forward to speaking with you
to discuss all of the learnings and consequent recommendations in the very near future.
Steve Yarbrough
Vice President, U.S. Retail Sales Organization and Customer Development
Mead Johnson Nutrition
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Americans born between 1981 and 2000 are a dynamic demographic who bring
a unique set of values, attitudes and expectations to the shopping experience.
Millennials pay close attention to price tags as well as labels and ingredient lists,
and they do their homework before making a purchase.
These tech-savvy consumers rely on a multitude of devices, sites and sources to
guide their purchase decisions, especially when it comes to baby products. As a re-
sult, Millennial moms are one of the most informed, empowered and discriminating
demographics ever to hit the baby aisle—and they won’t hesitate to walk (or click)
away from retailers who have not recognized their needs for timely and relevant
information. Connecting with this consumer starts by knowing who she is and
what she wants.
84MILLION
U.S. adults2
OFNEWMOMSARE
1
BabyCenter/BostonConsultingGroup,January2014;U.S.
Census Bureau,2012
2
BabyCenter/BostonConsultingGroup,January2014;U.S.Cen-
sus Bureau,2012;The Institute forCollege Accessand Success
2013;Entrepreneur.comQ42013;PewResearchCenter
Millennials1
83%
Millennials by the numbers
42
Meet the
Millennial mom
18 to 34 YEARS OLD
$1.3 trillion in spending power
$430 billion in discretionary spending
37% unemployed or out of workforce
$45,000 average college debt
3
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08
EXAMPLES
Millennialmoms aresignificantlymorelikely
thanGeneration X moms (ages35-50)to consider it “veryimportant”that
brands(including retail brands)understandwhatmatterstothem
asparents.3
59%haveboughtaproductthat
another momrecommended
onaparentingsite
43%have likedmorethan20brands
onFacebook
1in5havemadeapurchase
becausetheysawsomeoneintheirnetwork
followingthebrand6
3
BabyCenter21stCenturyMom®Insights Series,2014MillennialMomReport,January2014
4
MollyJohnsonShopsOnline2014
5
BabyCenter21stCenturyMom®Insights Series,2014MillennialMomReport,January2014
6
www.census.gov;The Institute forCollege Access andSuccess 2013;
Entrepreneur.comQ42013;pewsocialtrends.org
HOURS
5.0
Amount of time the
Millennial mom spends
shopping online each week,
out of her reported 20 weekly
hours of personal time online4
Brandcharacteristicsthatare
importanttoMillennialmoms5
*Goodvaluedoesnotalwaysmeanlowestprices.
Good
value*
87%
Products
that simplify
mylife
67%
Matchesmy
lifestyle/
personality
61%
Products
usenatural/
wholesome
ingredients
49%
Productsare
proven tobe
safe for children
85%
Millennial moms use
social media as a
shopping tool:
4
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Millennials represent the first generation of parents who can purchase just about
everything their baby needs without leaving the comfort of their home. And that is
just what they are doing, in ever greater numbers.
Currently, moms estimate making about one-third of all baby product purchases online.
Brick-and-mortar retailers that have long counted on the baby category as a traffic
driver may now find that traffic being lured elsewhere. Moreover, a mom typically buys
multiple baby care products at the same time, so if she migrates online for one baby
care category, she may start adding products from other categories into her digital
shopping cart.
To stay competitive and capture their fair share of baby purchases, it is important for
grocery retailers to recognize the opportunities this new generation of moms provides
as well as the potential pitfalls. Whether you are an exclusive e-commerce retailer or
a traditional brick-and-mortar retailer, the needs and behaviors of Millennials should
become a critical part of your long-term business planning.
Digital
delivery:Tap the growing market
for online baby care sales
5
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42
6
In-store
Online—home delivery
Online—pick up in store
Source: Molly Johnson Shops Online 2014
Online vs. in-store
Today’s digital moms are accustomed to having
information at their fingertips and have higher ex-
pectations of immediacy, which is why leveraging online
resources plays a bigger role in their shopping choices.
And for the most part, these moms say online retailers
allow them to find the baby care information and items
they need.
For a mom with a baby, online shopping can be a reliable
resource that’s available 24-7, replacing trips to the store.
It keeps her from having to load up her baby in the car and
then take the baby around a store. This is especially true
for busy working moms and moms with multiple young
children. Online shopping also saves time and gas money
for budget-challenged parents, particularly if free shipping
is offered, and eliminates lugging large, bulky items.
Despite some of these e-commerce conveniences, though,
very few moms elect to purchase ALL of their baby items
online. Instead, the vast majority of moms prefer having the
flexibility to alternate between online and brick-and-mortar
stores instead of sticking strictly with one channel, basing
their ultimate decision on promotions/deals, their pantry
stock, the size and availability of the item, baby’s mood,
and their schedule that particular day or week.
For example, moms prefer online purchasing for hard-
to-find or bulky baby items or simply when they are
overwhelmed. In-store purchase is most appealing for
first-time purchases of a product or brand or when her
need is immediate. When moms need to stock up or get
the best prices, deciding whether to purchase online or
in-store depends on the deals to be had.
ONLINE VS. IN-STORE
Shopping channel preferences
15%
75%
9%
19%
71%
10%
22%
68%
10%
34%
60%
6%
44%
50%
6%
43%
46%
11%
71%
24%
6%
75%
19%
6%
87%
7%
7%
Need a specialized, hard-to-find
baby product/brand
When my day-to-day schedule is
overwhelming/limited time
When it is a bulky item
Want to find a good deal/
sale price
Want to stock up on a baby item
Want to purchase for the
absolute lowest everyday price
Looking to switch to a new brand
(product regularly buy)
Looking to buy an item for the
first time
When I need that baby
product today

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08
EXAMPLES
7
Start online to
compare prices/
browse, decide
whether to purchase
online vs. local store
depending on results
52%
Plan to purchase at a
local retailer, but first
go online to browse/
compare prices
26%
Usually shop and
purchase at online
retailers
8%
Online—pick up in store
In-store
Online—home delivery
ONLINE VS. IN-STORE
Mom-reported baby category purchases in the past 30 days
Online baby care path topurchase
Baby food
Baby formula
Baby clothing
Diapers
Diapering needs
2%
67%
16%
5%
51%
24%
8%
34%
45%
10%
57%
29%
10%
51%
27%
Start online
86%
Start in-store
14%
Go to search site 42%
Go directly to retailer site 58%
Stay on site OR Jump to other
retailer sites, Log off empty-handed
(potential to buy in-store later)
38%
Make purchase
62%
Visit one site
47%
Check prices
65%
Browse comparable
options
42%
Research product
48%
Read product
reviews
29%

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8
Whether the Millennial mom is shopping online or in-store, she
is looking to connect with baby retailers across multiple digital
touch points. Besides her laptop, she relies on her mobile device for
up-to-the-minute price comparisons and for access to coupons, often
via retailer-specific applications.
In fact, 4 in 10 moms say they used a mobile app to compare prices the
last time they shopped for formula in-store. Mass merchandise stores,
however, are the likeliest settings: Compared with mass merchandise
shoppers, grocery shoppers are less likely to have ever used a shopping
app. In fact, if mom’s using her mobile device while shopping grocery,
she may be looking for deals, coupons and promotions at other retail-
ers. This is clearly a critical opportunity for grocery retailers and
another indication that winning with tech-savvy moms requires
a multi-pronged digital strategy.
Digital communications are increasingly being leveraged by retailers
to alert moms to baby category discounts and deals. Millennials are
less likely than older shoppers to clip coupons or check printed circu-
lars before hitting the store. Instead, Millennial shoppers search for on-
line coupons or check retailers’ Facebook and Twitter feeds for special
promotions. There is a growing expectation among moms that retailers
should be reaching out to them when running a promotion. More and
more, they rely on store texts and apps to alert them to promotions
and sales, and these types of digital shoulder taps have a big impact.
Usedtosearchforcouponstoredeematstoreorlocation
Usedcodesfromatextmessageforaspecialdiscount
Usedmobileapptocheckthepriceofaproductatanotherstore
Usedinthestoretolookupproductinformation
Tookapictureofaproductorsaletosend/saveorpostonline
Usedmobileapptoscanabarcodeforproductinformation
Someothertypeofshoppingapplication
Noneofthese
22% 53%
16% 43%
15% 40%
25% 39%
34% 30%
13% 25%
7% 15%
40% 18%
Smartphone ownership 66% 95%
Beyond the laptop:
Connecting with mom through multiple digital touch points
2011
2015
How smartphones are used in-store
Source: Molly Johnson 2015

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08
EXAMPLES
Since most moms begin their baby care shopping experience online (regardless of whether or
not they complete the purchase online), winning with moms starts by becoming one of their
go-to websites. Baby registries or mom-centric loyalty or subscription programs can establish
this relationship early so that your site is top of mind from day one.
1 Make your website a trusted first stop
4 steps to a mom-friendly online
shopping experience
9
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42
10
To make shopping for baby products as simple as possible, websites must be easy to navigate,
moms say. Moms appreciate a clean, uncluttered look above all else. When sites look too
“busy,” they make the shopper feel overwhelmed. Moms like it when baby care web pages are
designed with soft, nursery colors and graphics.
Moms say they expect reviews to be included on all online retail sites, to help them determine
which products to click on for more information. They find reviews particularly useful in shop-
ping for unfamiliar or more expensive products.
Because moms are so price driven, promotions and the cost of shipping play important roles
in their online shopping process too.
Moms love to see discounts or sales on products, even as low as 5 percent off. These discounts
can also encourage moms to purchase more; for example, $10 off a $100 purchase.
Most moms say they are willing to accept a minimum purchase amount from $25 to $35 for
free shipping. If the shipping costs are too high, however, mom will abandon her cart and take
the “easier” option of just buying the products in-store. To avoid checkout surprises, keep her
informed of her running total as she adds items to her cart to help her decision process.
Reviews are a critical part of the learning and purchase process:
They help moms to prioritize products for further investigation.
Large numbers of reviews deliver confidence in the star ratings.
Moms appreciate video reviews for the added detail and “live demonstrations.”
2 Become an easy option for mom to find
and purchase what she needs

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08
EXAMPLES
11
E-commerce can offer products and options that simply are not available to moms in brick-
and-mortar stores. In fact, 75 percent of moms default to online when they are looking for a
unique baby item. Be sure to:
Provide the fullest range available for items
Offer special online case pack or specialty items
Avoid out-of-stocks to bolster a sense of reliability–mom knows she can get what she
needs no matter how specialized.
Subscriptions and memberships help
your site stay top of mind and provide
moms with a consistent, faster shopping
session and high purchase confidence.
Though few moms currently use online
subscription services exclusively, a signif-
icant proportion say they’re interested.
Consider leveraging existing loyalty
programs to incorporate baby care
rewards or subscription offerings, which
has proven to be appealing for frequent-
ly purchased baby categories such as
diapers.
3 Maximize selection and unique offerings
4 Use online
subscriptions to
boost loyalty
First pregnancy
0- to5-month-old
6-to11-month-old
12-to24-month-old
Experiencedmom
21% 50%
32% 39%
30% 33%
27% 28%
20% 26%
Online subscriptions
and memberships
Source: BabyCenter 21st Century Mom® Insights
Series, Mom: The Family Shopper, July 2014Currently has
Interested in using

42
12
Online formula sales are steadily increasing, but overall only about half of
moms have ever bought formula via the Internet. In this section, let’s take
a look at the online formula path to purchase, benefits and barriers to buying
formula online, and opportunities for retailers to capture a bigger share of infant
formula sales online.
Mom’s path to purchase for online infant formula looks a lot like her general online
baby shopping route. Mom opts for large screens (laptop) over smaller mobile
screens (tablet or phone), and compares products and prices before completing
the purchase, frequently jumping to other websites along the way. Often she’ll
bundle other baby care items, such as food and diapers, into her purchase too.
Online infant
formula
FOCUS:
FOCUS
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08
EXAMPLES
13
Buy baby items online
Buy other household
categories online
Use price-checking apps
Sign up for subscription
programs
Shop online on the weekend
Visit a retail site specifically
intending to purchase
Become more frustrated
comparing formula prices
online
Be equally split about what is
most important in the online
purchase decision:
convenience (50%)
or price (50%)
Online,
working moms
are more
likely to:
Buying
infant formula
online:
Moms typically fall into one of three formula purchasing types: never or rarely
purchase online, use a combination online and in-store strategy, or committed
online purchaser.
Some moms rarely purchase formula online because:
They cannot (or do not realize they can) use formula manufacturer coupons.
Brick-and-mortar can be perceived as offering the lowest cost or better deals.
They do not realize they need to purchase formula until it becomes an imme-
diate need.
And some moms, particularly working moms and moms with multiple children,
use a combination of in-store and online shopping, taking advantage of promo-
tions in the channel that offers the best value at that time or stocking up when
they see a deal online and/or picking up a limited amount while they are out doing
a regular shopping trip.
Today, only a small number of moms purchase formula exclusively online, mainly
via subscriptions or e-commerce loyalty programs. For these moms the conve-
nience of predictable delivery and perceived lowest pricing (particularly when
buying in bulk) outweighs the risk of baby’s unpredictable formula consumption.
The benefits of online formula purchasing are all about flexibility; mom can shop
on her (or her baby’s) schedule, comparing prices for the best deal, and stock up
without worrying about how she will get the large, heavy packages home.
Top 5
advantages reported
by moms
1. Can shop and order anytime
2. Free shipping makes it easy
3. Able to compare prices across web-
sites and get the best deal
4. More convenient to have formula
delivered
5. Easier than carrying heavy packages
of formula from the store
Top 5
disadvantages reported
by moms
1. Not timely/Have to wait for order
to ship
2. Shipping charges
3. Can get discount when I buy it
in store
4. Price/value/can get it cheaper
elsewhere
5. Like to be able to read labels
FOCUS
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42
ACTIVATION GUIDE:
Tap the growing market for
online baby care sales
14
Moms want product and
ingredient information
at their fingertips
Provide detailed product information,
including nutrient panels, ingredient lists,
multiple-view product pictures and videos.
Give mom the ability to directly compare and
contrast different products/brands.
Partner with manufacturers to keep online
product details up-to-date.
Garner plenty of buyer reviews, which help to
give moms confidence when purchasing.
Moms want a simple path
from start to cart
Optimize search terms to
bring your website to the
top of the results
To allow moms to navigate
your site quickly and easily,
include:
Auto-suggest in search
Easy- to-understand categories
The “right” filters – for example, enabling
moms to sort infant formula by type/form
Relevant search results
Click-to-compare feature
Provide the total cost of purchasing a
product, including shipping, without mom
having to add it to her cart.
Moms want value
beyond low prices
Moms suggest that $25 to $35 is a reasonable
minimum purchase range for free shipping.
Regular promotions with small discounts (i.e.,
5 to 10% off) can be impactful.
Offer incentives for repeat purchases.
Reach out to moms with shareable info
about promotions using store texts, an app or
some sort of digital media.
Additional services such as click & collect,
local home delivery with minimum purchase,
or loyalty clubs can add value.
Add value by providing online baby care
content (e.g., safety information, baby care
tips). Explore partnering with manufacturers to
build out this content.
Moms want content that
inspires social media sharing
Ensure your banner is “likeable”: Provide
information about the social, environmental
or community causes you support. Empower
users to like and share those efforts on social
media.
Include other share-worthy information that
shoppers will want to post on social media,
such as the latest baby products your store is
offering, and include direct links to top sites
(i.e., Pinterest).
SHOPPERINSIGHTSINACTION
WINONLINE
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08
EXAMPLES
15
Online shopping may be shaking up the baby care category, but mom still
considers brick-and-mortar stores an important baby care resource. In fact,
depending on what she’s buying and when she needs it, in-store is often more
appealing than online.
To stay at the top of mom’s list, brick-and-mortar grocers can become baby care
destinations rather than last-minute last resorts. Several key strategies can help
retailers meet—and exceed—moms’ in-store shopping expectations.
Make your store a
baby shopping
destination
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42
16
Grow awareness
The fact that mom can get what she needs the moment she needs it—with no wait (or cost) for
shipping—is a big reason she opts to shop in-store rather than online. Steer mom toward the
baby aisle with end caps and displays, as well as educational signage aimed at informing and
empowering new and soon-to-be moms.
Knowing that she’ll be able to find the exact items she’s looking for in-stock is also crucial
when mom’s deciding where to shop. She chooses stores with well-stocked shelves, and if the
items she wants aren’t immediately available, many moms will walk. What’s more, compared
with other retail formats, moms shopping grocery are less likely to ask for assistance if they
can’t find what they’re looking for.
Would definitely ask for assistance
for an out-of-stock baby item
Aroundhalfofmoms will leave the store ifthey don’t findthe product they camefor.
Grocery
Mass
Drug
27%
41%
58%

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08
EXAMPLES
17
Leverage other technology
Websites aren’t the only way to interact with mom via
technology. Brick-and-mortar retailers can leverage
apps and other digital tools to engage mom while she’s
in-store or, just as importantly, to connect with her well
before she gets there.
A great baby aisle offers a wide variety of products
as well as trusted name brands. Having an array of fea-
tures, formats and formulations is especially import-
ant for feeding products because mom needs to feel
good about what she gives her baby.
A wide selection is also advantageous because moms
say they prefer to shop in-store rather than online
when trying new or unfamiliar products or when
switching brands. This means grocers have a key op-
portunity to serve as mom’s trusted “testing ground.”
That’s especially important for new and soon-to-be
moms. When baby’s on the way, mom-to-be opts
for retailers with a big selection of products she can
touch, try and learn about in person. New moms are
also more likely than experienced moms to shop
around at multiple retailers and invest time in decid-
ing what to buy.
Factors most critical to mom importance
ratings: Baby aisle features at the grocery store
(% rating top box 7 out of 7)
The store offers
the brandsIam
looking for.
66%
Thebabyaisle
shelvesarewell-
stocked;Icangetall
theproductsI
camefor.
65%
Thestoreoffers
lowerpricesand
goodvalueforbaby
products.
65%
Thestoreoffers
high-quality
babyproductsand
brands.
56%
Itoffersbaby
productsmadewith
thesafestmaterials
(forexample,
BPA-free).
55%
Thereisawide
varietyofbaby
productssoIcan
getallIneedin
onestop.
54%
Itiseasytofind
theproductsIneed
inthebabyaisle.
54%
Itoffersgreatsales/
promotionsfor
baby items.
54%
The baby aisle is
organizedtoletme
quickly grab what
Ineed.
51%
Itoffersbabyfoods,
drinksand formulas
thataremorewhole-
some(organic, natural,
simple ingredients,
non-GMO).
40%
1
6
2
7
3
8
4
9
5
10

42
18
Most moms check prices online before they ever set foot in
a store, although moms who shopped grocery on their last
trip were less likely to report comparing prices online, in
part because they have far fewer online grocery resources
to which they can refer.
Brick-and-mortar grocers that opt not to expand into
e-commerce can still connect with mom in some digital
capacity, which might include anything from expanding
loyalty programs to offering credit cards or even mobile
apps.
Connecting to mom through tools like these, particularly
social media, can help demonstrate that you “get” who she
is and how she shops. By positioning yourself as a partner
in mom’s parenting journey, you can establish the trust,
confidence and loyalty that will keep mom coming back for
her baby care needs.
Mom wants to engage with retailers
Signedupforastore’sshopperloyaltycard
Signeduptoreceiveemailcoupons/salesalerts fromaretailer
Downloadedaspecificretailer’smobileapp
Registeredmyselfforbabygiftsataretailer
Signeduptoreceivecatalogues/printedcoupons
inthemailfromaretailer
Haveacreditcardissuedbyaspecificretailer
66% 74%
71% 65%
—— 54%
52% 53%
60% 50%
29% 38%
2011
2015

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EXAMPLES
19
Last trip in grocery channel
Last trip in mass channel
Infant formula
shopping plans
Infant formula trip types
Trip to specifically purchase
infant formula
Routine shopping trip to buy items
for the next few days
Major stock-up trip for groceries
or products for my child
A “fill-in” trip for a few groceries
or products for my child
A shopping trip to take advantage
of a special offer or low prices
4%
30%
32%
28%
16%
12%
17%
12%
6%
10%
When it comes to infant formula, mom’s purchases are rarely spontaneous,
and 90 percent of the time she buys the brand she intended to buy. She
knows when she needs to re-stock and she plans for it, making infant formula a
top trip driver. In fact, it is the TOP trip driver among formula buyers.
In-store infant
formula
Source:
Molly Johnson
2015
Iplannedtoshop
forinfantformula
beforeIwentto
thestore
95%
90%
Lookingto
buymy
usualformula
FOCUS
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42
20
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 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 often
Comparing prices across stores every time she purchases formula
10
20
30
40
50
2008 2011 2015
Weekly Bi-weekly 3weeksorlonger
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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08
EXAMPLES
21
Factors most critical to mom importance ratings:
Infant formula shelf (% rating top box 7 out of 7)
Moms who compared prices across
retailers before their shopping trips
Moms cite several other factors that determine where they shop for in-store infant formula, but paramount is the retailer
having her baby’s specific formula brand/SKU in stock. Providing mom with an easy-to-navigate shelf, great deals or lower
prices will be a wasted effort if mom is not confident that she can get exactly the formula her baby needs.
Price plays a big role in mom’s infant formula shopping
decisions, and she frequently compares prices across
stores to find the best deal on formula, relying on a wide
range of resources including digital media like retailer
websites and traditional media such as printed circulars.
Brick-and-mortar grocers can use these resources to
alert budget-minded moms about formula deals. Grocery
retailers may also want to consider leveraging price-com-
parison apps and other smartphone tools as well as loyal-
ty programs and cards, all of which fit into moms’ formula
deal-hunting arsenals.
Shelf selection is another key driver for infant formula
shoppers. Today’s mom knows what she wants, which
is why infant formula shoppers are spending more time
comparing prices and reading labels at the shelf than they
used to. By offering a wide range of brands and formu-
lations, grocers can make sure mom finds the perfect
formula for baby.
But stock is just as important as selection. If mom’s
preferred formula brand isn’t on the shelves, she’ll likely
leave the store to find it elsewhere—often without even
stopping to ask a sales clerk whether it’s in stock. This is
a particular risk for grocery, where moms are much less
likely to ask for assistance in an out-of-stock situation.
Store’s website
Online retailer sites
Retailer circulars sent in the mail
Online coupon/sales websites
Newspaper advertisements
Email fliers sent by retailers
Price-comparison app
Other
28%
27%
34%
35%
28%
12%
9%
7%
FOCUS
Brands I want
72%
Well-stocked/
has what I
came for
69%
Lower prices/
good value on
formula
63%
Enoughonshelf
tostockup
56%
Great sales/
promotions on
formula
55%
Shelf is
organized for
quick grab & go
52%
Wide variety of
pack sizes
39%
Variety of
formulas for
feeding issues
39%
Offers organic/
holistic formula
brands
20%

22
42
WININ-STORE
ACTIVATION GUIDE:
Make your store a
baby shopping destination
SHOPPERINSIGHTSINACTION
Moms want to digitally
connect before they get to
the store
Since almost 90% of baby category shopping
trips begin online, developing a digital
presence is critical.
Regardless of whether your store has e-com-
merce capabilities, it’s important to be able
to interact with shoppers beyond traditional
print media in order to alert them to in-store
offerings, promotions and services.
Consider a digital version of your circular, so-
cial media, texts, email, an app or other forms
of digital communication.
Moms want to simplify their
shopping experience
Grocery has the opportunity to convert more
of the moms who are already in the store every
week but purchase baby items elsewhere.
Keep your baby aisle top of mind for your
shoppers by raising visibility.
Consider a permanent baby end-cap to entice
moms to browse the aisle. Once mom is
in your baby aisle, clearly marked categories
with logical adjacencies help her to efficiently
navigate the aisle. Additionally, think about
adding a local delivery service option, to
make it easier for mom to get her purchases
home.
Moms want to successfully
purchase the baby products
they came for
Shipping time is a key barrier to online baby
category purchase, so brick-and-mortar’s
greatest advantage is immediate access and
purchase.
Half of moms will leave your store if they
cannot get the exact SKUs they came for.
Become a reliable baby care resource to mom:
Leverage all available data to get the
optimal SKU mix on shelf.
Minimize out-of-stock.
Consider expanding category and brand
offerings via online-only SKUs.
Limited in-store space is a barrier to meeting
every mom’s needs, but leveraging
e-commerce can provide a solution. Consider
expanding category and brand offerings via
online-only SKUs.
Moms want a variety of
products they can touch
and try in-person
Despite the advantages of comparing product
benefits/ingredients online, few moms will
purchase a baby product for the first time
without interacting with it at shelf.
Leverage the power of touch by offering cate-
gory-entry SKUs, navigational signage, well-
stocked shelves or even trial-size products.

Thank you for investing the time to read this report. Mead Johnson is committed to our retail partners’
success, and we hope you have found this special report to be compelling and useful. Gaining a better
understanding of how to meet the needs of the Millennial shopper will be critical to your future success.
Molly Johnson Goes Shopping proprietary shopper research provides the foundation for this report,
and Mead Johnson representatives would like to share additional valuable insights with our retail partners.
Contact your MJN Account Team for:
More shopper insights and infant formula category best practices
Information about the Enfamil portfolio of products
Up-to-date product ingredient lists and label details
Category trends, product information and consumer insights
Branded and unbranded baby care and lifestyle content (including video)
Shopper sign-up information for MJN’s Enfamil Family Beginnings® programLetterhead
08
EXAMPLES
23
For more information,
contact Mead Johnson Nutrition
Call your account manager Call 1-800-318-7269
Email: winthebabycategory@mjn.com
PARTNERWITHMEADJOHNSON

building healthy tomorrows
For over 110 years, Mead Johnson Nutrition has been
advancing the science of pediatric nutrition in our mission to
nourish the world’s children for the best start in life.
Mead Johnson’s Retail Sales Organization is committed to keeping you on
top of the trends in baby care, particularly infant formula, by delivering
timely and relevant information that can help drive your business.
www.Enfamil.com
For more information,
contact Mead Johnson Nutrition
Call your account manager Call 1-800-318-7269
Email: winthebabycategory@mjn.com
Cover and BC.indd 24 7/22/15 11:53 AM

MJN Progressive Grocer Baby Book Final

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