One in four shoppers hate spending money on baby food, researchers found.
They said the reason is fear about buying the wrong product, as well as the need to get value for money, the 'Daily Express' reported.
However, the items that shoppers love to load into their trolleys include chocolates, chosen by 83 per cent of people, spirits (74 per cent) and wine (71 per cent).
Among the most "emotionally rewarding" products are toys for babies and toddlers.
A global poll of 13,000 shoppers