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    How to Win in the Baby Category

    Shopper insights about Millennials and their impact on baby category dynamics

    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 result, 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. 

    Click here to download a copy of this special report by Mead Johnson Nutrition. 

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