As the baby boom shows evidence of coming to an end, it may be more relevant for the category to focus on toddlers rather than new-borns. Extending product ranges for older children and offering greater product segmentation by age could be a way to ensure the category shows growth. Greater transparency in ingredients also offers opportunities, as parents show evidence of becoming more ingredient-savvy. Discount retailers have shown strong growth in the category and hamper overall growth in value. Retailers can remain competitive with special offers across product ranges to drive trial.