TNS Worldpanel Baby data indicates that the multiples' share of the category rose from 42.2% to 47.4% in the year to July. High-street chemists, drugstores and Wilkinson shops claimed 49.9% of the market, down from 55.7%.
This comes as parents in Britain are spending record levels on baby healthcare. The average family forks out £24.62 a year on over-the-counter and off-the-shelf medicines, reliefs and vitamins for each baby, a rise of 38% since 2004.
And mums seem to be moving towards own label, with the value of that market growing by 47% in the past year, although 95% of baby healthcare sales are still branded products.
Meredith Whitely, research manager for TNS Worldpanel Baby, said: "It is not surprising to see that younger mums raising their first
child are the biggest spenders on healthcare."