Baby & Kids shoppers turning to local stores

Shoppers are turning to their local stores for purchases of baby and kids products such as nappies, says Caroline Gorrie, Brand Manager for Pampers, making it a lucrative category for these retailers.

Pampers remains the UK’s leading nappy brand in the UK with a market share of 54%. It’s also the single biggest P&G brand in the UK, and one of the favourite globally, as the latest Top 100 Interbrand report demonstrated in 2017.

Pampers Baby-Dry Nappy Pants have steadily grown to 20-30% of Pampers’ total volume, with increased popularity at sizes five and six. These are designed for easy changing, with just one pull to put on and off, as well as an all-round stretchy waistband.

Pampers’ continued product development programme helps drive the total category year-on-year. The brand’s on-going commitment to innovation is a core element across its premium tier offerings: Pampers Baby Dry nappies, as well as Pampers Sensitive Wipes, offering parents great product performance at every stage of their baby’s development.

Pampers Sensitive Wipes have been proven to be as mild as cotton, wool and water, ideal for baby’s sensitive skin. They contain 0% phenoxyethanol, paraben, perfume and alcohol.

Pampers has developed the first and only nappy to feature a revolutionary design with three absorbing channels and unique Magical Pods™ that distribute wetness more evenly, absorbing up to 30 times their weight and lock it away for up to 12 hours.

This new technology is an exciting development for Pampers. Research shows that more than three quarters of mums say a heavy, wet nappy weighs their baby down and inhibits their movement, and as many as 84% of parents are very or somewhat bothered by this nappy sag. The new design is proving popular with consumers – recommended by 88% of UK parents – and retailers can make the most of this opportunity by stocking the range and ensuring staff are well educated on the benefits the technology offers.