Almost £30 million has been wiped off the nappies and baby wipes market
For the latest research shows that discounter Aldi's growing dominance of infant care sales has ignited a High Street supermarket price war over UK babies' bottoms with parents enjoying welcome reductions in their weekly budget costs.
Data from analysts Kantar Worldpanel reveals that nearly £30 million – or 4.6per cent – has been wiped off the nappies and baby wipes market in the past year. Average prices are down by 9.4per cent to less than £5 a pack.
Kantar analyst Gareth Gwynne told trade magazine The Grocer: " Aldi now has almost three million nappy and wipes shoppers – more than Sainsbury's, Morrisons or Boots – impressive considering Aldi's lack of branded offerings.
Average prices are down by 9.4per cent to less than £5 a pack
“Baby wipes are the fastest declining category in value terms as shoppers buy less often and buy cheaper packs. Nappies, too, are seeing price declines through price and here Aldi greatly outperforms the rest of the market."
Mamia appeals to shoppers because it is tried, tested and trusted by millions of parents across the UK
Tony Baines – Aldi
The report says that sales of Aldi's Mamia infant care range have passed £90 million, overtaking Asda's Little Angels range to become Britain's second-bestselling own label offering after Tesco Loves Baby.
Tony Baines, Aldi's managing director of corporate buying, said: "Mamia appeals to shoppers because it is tried, tested and trusted by millions of parents across the UK.
"A key factor behind the success is our Mamia Parent Panel, where we work directly with customers to test and review the range on a regular basis."
The magazine said that Pampers has been hardest hit by Mamia's growth
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The magazine said that Pampers has been hardest hit by Mamia's growth – crashing £45.4 million (15.4per cent) – on volumes down 8.4per cent as the supermarkets have slashed prices to compete with the discounters.
The Grocer said: "Category growth continues to be hampered by the poor performance of nappies and wipes as parents turn to online retailers such as Amazon in search of deals."