Why are ordinary baby wipes so cheap nowadays?

Ordinary baby wipes in supermarkets, whether from the global multinational brand owners or the retailers own label, have become extremely cheap and are regularly on deep-cut price promotions. Why…?

1. Over a billion packs of regular baby wipes are now sold in Europe alone every year! This staggering volume allows huge economies of scale, driving the cost way down.

2. Manufacturing ordinary baby wipes is a fairly simple, non-critical production process, thanks to the use of chemical preservatives added to ensure product stability and long shelf life.

3. The major brands use baby wipes for maximum brand exposure. The cheap baby wipes in their range helps them to introduce customers to the brand, and encourages purchase of their other more expensive, profitable products such as nappies and lotions.

4. The retailers use baby wipe offers to attract mums in to their stores; when they are in store the retailers have a better chance of selling them other products too.

5. All the branded baby wipes and all the supermarket own label baby wipes are basically the same; same ingredients, same packaging, same promotions etc. A lack of differentiation and real innovation will drive down prices in every market.

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