Home, Family & Baby

Getting the most out of Home, Family and Baby brands with the Full View™

Your consumers’ needs are evolving. Are you keeping up?

From laundry care to baby essentials, today’s shoppers are making more intentional, value-driven choices. Whether they’re navigating rising costs, prioritizing sustainability, or shifting to online channels, your consumers are changing—and fast.

At NIQ, we help Home, Family & Baby brands stay ahead of these shifts with the data, insights, and tools to make smarter decisions, faster.

What’s keeping you up at night?

“How do I grow in a category where value is king?”
Shoppers are prioritizing necessity and affordability. We help you identify which products are essential, which are vulnerable, and how to optimize your assortment for today’s value-conscious consumer.
“How do I win both in-store and online?”
Online shopping is growing fast—but in-store still dominates. We help you build a winning omnichannel strategy by showing where your consumers are shopping, what they’re buying, and how often.
“How do I connect with families—the most valuable shoppers?”
Households with children spend nearly double on HFB categories. We help you understand their behaviors, preferences, and triggers—so you can build loyalty and drive growth.
“How do I compete with private label and bulk retailers?”
Retailers like Costco and Amazon are reshaping the landscape. We help you uncover where you’re losing share—and how to win it back with pricing, pack sizes, and innovation that resonates.

With NIQ’s world-class data analytics, insights, and support, you get:

Track category performance across channels, retailers, and consumer segments
Spot growth opportunities in emerging trends and shifting shopper missions
Understand your core consumers—from new parents to large households
Optimize your pricing and promotion strategies in a value-driven market
Benchmark against competitors and private label threats
Build compelling sell stories that resonate with retailers and drive shelf presence

Essential categories are gaining ground
Shoppers are leaning into necessity. Diapering, laundry care, and cleaning supplies are seeing strong growth, while less essential items like disposable dishware and baby food are declining.

Online is growing—but in-store still leads
Online HFB occasions are up 23% year-over-year, with larger baskets and more frequent trips. But in-store still accounts for the majority of spend—making shelf presence and activation critical.

Families are your power shoppers
Households with children spend 95% more on HFB categories than the average household. Understanding their needs is key to unlocking growth.

Private label and club channels are surging
Retailers like Costco and Amazon are capturing share with value-driven offerings and bulk formats. Brands must adapt with competitive pricing, pack sizes, and innovation.

Smaller, more frequent trips signal new missions
Consumers are shopping more often, with smaller baskets—especially online. This shift calls for agile assortment and promotional strategies that meet evolving needs.

Why it matters

The Home, Family & Baby space is more than just products—it’s about trust, care, and everyday essentials. With over $100B in annual sales, these are the categories that keep households running, families cared for, and routines grounded.

We’re here to help you serve them better.

Let’s talk

Whether you’re looking to grow share, launch a new product, or simply understand your shopper better—we’re ready to help. Connect with us to learn how NIQ can support your HFB strategy.

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