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This statistic depicts the results of a survey conducted by Progressive Grocer on behalf of Nestlé Nutrition in 2015. Some *** prenatal mothers and mothers in the United States were asked about their preferred retailer for baby care shopping. About ** percent of respondents cited grocery stores as their most shopped retail outlet for baby care products.

Baby care shopping

Over the past three decades, the United States had registered an average of * births annually. The national baby care product market is fueled by this phenomenon. According to the survey, U.S. consumers most frequently shopped at mass merchandisers for baby care products in 2015. Baby wipes, baby soaps, and baby ointments and creams were the best-selling products in this category that year. Baby wipes accounted for almost **** billion U.S. dollars in retail sales — ** percent of which came from private labels. Over * units of baby wipes were sold during this period.

Only *** percent of the respondents made regular purchases from pharmacies and drugstores. In 2014, drugstores across the country generated more than ** million U.S. dollars in baby ointment and cream sales. These items cost about **** U.S. dollars per unit in 2015.

Diapers and wipes topped the list in terms of planned purchases in 2015. Leading baby care company, Procter & Gamble held a **** percent sales share of the U.S. diaper market in 2014, while competitor Kimberly-Clark captured ** percent.

The Dorel Juvenile Group is country’s largest baby care and safety accessories vendor in 2014, with sales amounting to approximately *** million dollars. The company specializes in manufacturing car seats, high chairs and bath accessories.