Limited european baby diaper price survey

Limited European Baby Diaper Price Survey February - March 2012

During February and March 2012 and thanks to my colleagues cooperation (see names below), I have managed to collect indicative shelf prices for baby diapers from several leading retailers in Europe. In the table attached, you will see prices from United Kingdom, Germany, France, Italy and Israel. The prices and the product pictures were taken from actual retailers selves (not website) and reflect only the situation at a specific location and time.

We have broken down the data to show and compare prices for Brand and Store Brand, for Premium, Standard, Economy and Ecology, and we have tried to present it in a way that will give the majority information at a glance.

findings & ConclusionsMain

Prices vary quit significantly from retailer to retailer and dramatically from country to country.

For Example: The average shelf price for a single premium branded Large size (#4) diaper is € 0.24, but in some major European retailers like Carrefour in France the price we have found is €0.46!! At the same time you can find identical diapers that are selling in Germany at

€ 0.22 and in Israel at € 0.15!!

France is by far the most expensive market in these specific findings, and the cheapest one is Israel.

In some cases the difference between premium and standard is not very clear

The average European price is misleading. The price comparison could be done between countries and within each country.

As expected, the average store brands prices are 20-30% lower than international brands, however in some cases the difference can go up to 45%.

In countries where major brands prices go below € 0.20 there is probably no room for store brands,

and the local national brands are also in question.

I hope you’ll find this interesting and will appreciate any remarks or extra information you wish to add.

*Special thanks to the people who helped me with the data collection: Marie Axelle, Leonardo Viareggi, Nicoletta Moretti, Fabrizio Coladonato, Catherine Boisson, Markus Utz, Suzi Loofe

Average price for branded Average price for store brands

Europe

France Germany Italy UK Israel Europ

e Franc

e Germany Italy UK Israel

Premium € 0.24 € 0.38 € 0.26 € 0.33

€ 0.26

€ 0.18 Premium € 0.20 € 0.21 € 0.14 N/A €

0.195 N/A

Standard € 0.25 € 0.32 € 0.21 € 0.26

€ 0.23

€ 0.19 Standard € 0.18 € 0.22 € 0.14 €

0.21 €

0.180 N/A

Economy € 0.20 € 0.23 € 0.18 N/A € 0.18

€ 0.14 Economy € 0.12 € 0.11 N/A €

0.17 €

0.096 N/A

Level/Type Premium

Brands Country Shop Type Shop Name Brand Name Size Pack Count Pack Price (Incl.

VAT) €

Unit price Inc. VAT

VAT Rate

Unit Price Ex VAT

Date Pics

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Pampers France Supermarket Auchan Active Fit 4 34 € 11.80 € 0.35 19.6% € 0.29 Feb-12



Pampers France Supermarket Carrefour Active Fit 4 28 € 12.97 € 0.46 19.6% € 0.39 Feb-12



Pampers France Supermarket Leclerc Active Fit 4 50 € 18.50 € 0.37 19.6% € 0.31 Feb-12

Pampers Germany Supermarket Kaufland Active Fit 4 32 € 8.65 € 0.27 19.0% € 0.23 Mar-12

Pampers Germany Supermarket REWE Active Fit 4 32 € 9.95 € 0.31 19.0% € 0.26 Mar-12

Pampers Germany Drug DM Active Fit 4 40 € 8.65 € 0.22 19.0% € 0.18 Mar-12

Pampers Italy Supermarket ESSELUNGA PAMPERS PROGRESSI 4 48 € 18.90 € 0.39 21.0% € 0.33 Mar-12

1€=0.83₤

Pampers UK Supermarket Asda Active Fit 4 68 € 15.58 € 0.23 0.0% € 0.23 Mar-12

Pampers UK Supermarket Sainsbury Active Fit 4 46 € 11.99 € 0.26 0.0% € 0.26 Mar-12

Pampers UK Supermarket Sainsbury Active Fit 4 68 € 15.59 € 0.23 0.0% € 0.23 Mar-12

Pampers UK Supermarket Tesco Active Fit 4 27 € 7.76 € 0.29 0.0% € 0.29 Mar-12



Huggies Italy Supermarket ESSELUNGA NATURAL FIT 4 48 15.90 € 0.33 21.0% € 0.27 Mar-12

₪1 = € 0.20

Pampers Israel Supermarket Super sol Active baby 4 54 10.00 € 0.19 16.0% € 0.16 Mar-12

Pampers Israel Supermarket Yesh Active baby 4 120 18.00 € 0.15 16.0% € 0.13 Mar-12

Pampers Israel Supermarket Mega Active baby 4 104 14 € 0.13 16.0% € 0.12 Mar-12

Pampers Israel Drug Super Pharm Active baby 4 54 11 € 0.20 16.0% € 0.18 Mar-12

Pampers Israel Supermarket Super sol Premium Care 4 52 11.46 € 0.22 16.0% € 0.19 Mar-12

Pampers Israel Supermarket Mega Premium Care 4 104 22.00 € 0.21 16.0% € 0.18 Mar-12

Pampers Israel Drug Super Pharm Premium Care 4 52 11.00 € 0.21 16.0% € 0.18 Mar-12

Huggies Israel Supermarket Super sol Freedom 4 52 10.80 € 0.21 16.0% € 0.18 Mar-12

Huggies Israel Supermarket Yesh Freedom 4 52 7.80 € 0.15 16.0% € 0.13 Mar-12

Huggies Israel Supermarket Mega Freedom 4 104 18.00 € 0.17 16.0% € 0.15 Mar-12

Huggies Israel Drug Super Pharm Freedom 4 52 9.60 € 0.18 16.0% € 0.16 Mar-12

Huggies Israel Supermarket Rami Levi Freedom 4 52 9.00 € 0.17 16.0% € 0.15 Mar-12

Huggies Israel Supermarket Super sol Organic Cotton 4 52 10.86 € 0.21 16.0% € 0.18 Mar-12

Huggies Israel Drug Super Pharm Organic Cotton 4 52 9.60 € 0.18 16.0% € 0.16 Mar-12

Huggies Israel Supermarket Rami Levi Organic Cotton 4 52 8.99 € 0.17 16.0% € 0.15 Mar-12

Tafnukim Israel Supermarket Yesh Perfect 4 50 9.60 € 0.19 16.0% € 0.17 Mar-12

Tafnukim Israel Supermarket Rami Levi Perfect 4 50 8.60 € 0.17 16.0% € 0.15 Mar-12

Baby Sitter Israel Supermarket Rami Levi Baby Sitter 4 52 7.20 € 0.14 16.0% € 0.12 Mar-12

Level/Type Premium Brands Country Shop Type Shop Name Brand Name Size Pack Count Pack Price (Incl.

VAT) €

Unit price Inc. VAT

VAT Rate

Unit Price Ex VAT

Date Pictures

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Pampers France Supermarket Auchan Baby Dry 4 34 12.19 € 0.36 19.6% € 0.30 Feb-12



Pampers France Supermarket Carrefour Baby Dry 4 30 11.83 € 0.39 19.6% € 0.33 Feb-12




Pampers Germany Supermarket Kaufland Baby Dry 4 37 8.65 € 0.23 19.0% € 0.20 Mar-12

Pampers Germany Drug DM Baby Dry 4 37 8.65 € 0.23 19.0% € 0.20 Mar-12

Pampers Germany Supermarket REWE Baby Dry 4 84 15.99 € 0.19 19.0% € 0.16 Mar-12

1€=0.83₤

Pampers UK Supermarket Asda Baby Dry 4 30 € 6.00 € 0.20 0% € 0.20 Mar-12

Pampers UK Supermarket Sainsbury Baby Dry 4 30 € 7.79 € 0.26 0% € 0.26 Mar-12

Pampers UK Supermarket Sainsbury Baby Dry 4 52 € 11.99 € 0.23 0% € 0.23 Mar-12

Pampers UK Supermarket Tesco Baby Dry 4 30 € 7.79 € 0.26 0% € 0.26 Mar-12



Pampers Italy Supermarket ESSELUNGA Baby Dry 4 27 € 8.99 € 0.33 21% € 0.28 Feb-12

Pampers Italy Supermarket IPER Sole E Luna 4 44 € 11.70 € 0.27 21% € 0.22 Feb-12

Pampers Italy Supermarket FAMILA Sole E Luna 4 22 € 7.99 € 0.36 21% € 0.30 Feb-12

Huggies France Supermarket Carrefour Super Dry 4 60 19.57 € 0.33 19.6% € 0.27 Feb-12

Huggies France Supermarket Auchan Super Dry 4 60

17.46 € 0.29 19.6% € 0.24 Feb-12

Huggies Germany Supermarket Edeka Super Dry 4 40 6.95 € 0.17 19% € 0.15 Mar-11

1€=0.83₤

Huggies UK Supermarket Asda Super Dry 4 76 € 14.38 € 0.19 0% € 0.19 Mar-12

Huggies UK Supermarket Sainsbury Super Dry 4 32 € 7.78 € 0.24 0% € 0.24 Mar-12

Huggies UK Supermarket Sainsbury Super Dry 4 56 € 11.98 € 0.21 0% € 0.21 Mar-12

Huggies UK Supermarket Tesco Super Dry 4 56 € 11.98 € 0.21 0% € 0.21 Mar-12

Huggies Italy Supermarket ESSELUNGA Super Dry 4 55 € 13.15 € 0.24 21% € 0.20 Feb-12

₪1 = € 0.20

Titulim Israel Supermarket Super sol Premium 4 48 8.00 € 0.17 16% € 0.14 Mar-12

Titulim Israel Supermarket Yesh Premium 4 48 9.80 € 0.20 16% € 0.18 Mar-12

Titulim Israel Supermarket Mega Premium 4 48 8.40 € 0.18 16% € 0.15 Mar-12

Titulim Israel Drug Super Pharm Premium 4 48 10.00 € 0.21 16% € 0.18 Mar-12

Titulim Israel Supermarket Rami Levi Premium 4 48 7.98 € 0.17 16% € 0.14 Mar-12

Israel

Litufim Israel Supermarket Yesh Stretch 4 32 7.60 € 0.24 16% € 0.20 Mar-12

Litufim Israel Supermarket Mega Stretch 32 6.20 € 0.19 16% € 0.17 Mar-12

Litufim Israel Supermarket Rami Levi Stretch 4 48 6.60 € 0.14 16% € 0.12 Mar-12

Level/Type Economy Brands Country Shop Type Shop Name Brand Name Size Pack Count Pack Price (Incl.

VAT) €

Unit price Inc. VAT

VAT Rate

Unit Price Ex VAT

Date Pictures

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Pampers

France Supermarket Auchan Simply Dry 4 44 10.15 € 0.23 19.6% € 0.19 Feb-12

Pampers Germany Drug DM Simply Dry 4 40 6.95 € 0.17 19% € 0.15 Aug-11

Ontex Germany Supermarket Kaufland Ontex Baby charm 4 30 3.99 € 0.13 19.0% € 0.11 Mar-12

1€=0.83₤

Pampers UK Supermarket ASDA Simply Dry 4 40 € 6.00 € 0.15 0% € 0.15 Mar-12

Pampers UK Supermarket ASDA Simply Dry 4 80 € 11.98 € 0.15 0% € 0.15 Mar-12

Pampers UK Supermarket Sainsbury Simply Dry 4 26 € 5.40 € 0.21 0% € 0.21 Mar-12

Pampers UK Supermarket Tesco Simply Dry 4 26 € 5.40 € 0.21 0% € 0.21 Mar-12



Litufim Israel Supermarket Rami Levi Stretch 4 40 € 5.60 € 0.14 16% € 0.12 Mar-12

Level/Type Premium Store Brand Country Shop Type Shop Name Brand Name Size Pack Count Pack Price (Incl. VAT) € Unit price Inc. VAT VAT Rate Unit Price Ex VAT Date Pictures

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Store Brand France Supermarket Carrefour Carrefour baby 4 34 8.25 € 0.24 19.6% € 0.20 Feb-12

Store Brand France Supermarket Carrefour Carrefour baby 4 50 11.88 € 0.24 19.6% € 0.20 Feb-12

Store Brand France Supermarket Auchan Comfort Plus 4 32 7.58 € 0.24 19.6% € 0.20 Feb-12



Store Brand France Supermarket Leclerc MD' - Ultra Comfort 4 34 7.58 € 0.22 19.6% € 0.19 Feb-12

Store Brand France Supermarket Leclerc MD' - Ultra Comfort 4 62 13.3 € 0.21 19.6% € 0.18 Feb-12

Store Brand France Supermarket Intermarche Label Premium 4 46 12.06 € 0.26 19.6% € 0.22 Feb-12

Store Brand Germany Supermarket Aldi Mamia Premiumwindeln 4 50 6.99 € 0.14 19.0% € 0.12 Mar-12

Store Brand Germany Supermarket dm Babylove Aktiv Plus 4 42 5.75 € 0.14 19.0% € 0.12 Mar-12

1€=0.83₤

Store Brand UK Supermarket Sainsbury Little ones explore 4 28 6.14 € 0.22 0.0% € 0.22 Mar-12

Store Brand UK Supermarket Sainsbury Little ones explore 4 50 8.66 € 0.17 0.0% € 0.17 Mar-12

Store Brand UK Supermarket Tesco Baby Superfit 4 26 5.86 € 0.23 0.0% € 0.23 Mar-12

Store Brand UK Supermarket Tesco Baby Superfit 4 46 7.88 € 0.17 0.0% € 0.17 Mar-12

Store Brand

Little Angels Fit U. Dry 4 40 6.68 € 0.17 0.0% € 0.17 Mar-12

Store Brand

UK Drug Boots Active Stretch 4 26 4.80 € 0.18 0.0% € 0.18 Mar-12

Level/Type Standard Store

brands Country Shop Type Shop Name Brand Name Size Pack Count Pack Price (Incl. VAT) € Unit price Inc. VAT VAT Rate Unit Price Ex VAT Date Pictures

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Store Brand France Supermarket Auchan Changes 4 40 7.3 € 0.18 19.6% € 0.15 Feb-12

Store Brand France Supermarket Leclerc Mots D'enfants 4 72 12.6 € 0.18 19.6% € 0.15 Feb-12

Store Brand France Supermarket Intermarche Label Agility 4 34 8.75 € 0.26 19.6% € 0.22 Feb-12

Store Brand France Supermarket Intermarche Label Agility 4 62 11.62 € 0.19 19.6% € 0.16 Feb-12

Germany Drug DM Babylove 4 42 5.75 € 0.14 19% € 0.12 Feb-12

1€=0.83₤

Store Brand UK Supermarket Sainsbury Little ones dry 4 50 € 7.82 € 0.16 0.0% € 0.16 Mar-12

Store Brand UK Supermarket Tesco Baby Ultra dry 4 26 € 5.62 € 0.22 0.0% € 0.22 Mar-12

Store Brand UK Supermarket Tesco Baby Ultra dry 4 50 € 7.45 € 0.15 0.0% € 0.15 Mar-12

Store Brand UK Supermarket Asda Little Angels comfort Dry 4 48 € 6.68 € 0.14 0.0% € 0.14 Mar-12

UK Drug Boots Super Dry 4 26 € 4.79 € 0.18 0.0% € 0.18 Mar-12

Uk Drug Super Drug Nappies 4 26 € 4.79 € 0.18 0.0% € 0.18 Mar-12

Store Brand Italy Supermarket ESSELUNGA ESSELUNGA 4 56 € 11.49 € 0.21 21% € 0.17 Feb-12

Level/Type Economy Store

brands Country Shop Type Shop Name Brand Name Size Pack Count

Pack Price (Incl. VAT) €

Unit price Inc. VAT

VAT Rate

Unit Price Ex VAT

Date Pictures

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Store Brand France Supermarket Carrefour One (1) 4 56 € 6.160 € 0.110 19.6% € 0.092 Feb-12

Store Brand France Supermarket Auchan Couches 4 56 € 6.190 € 0.111 19.6% € 0.092 Feb-12

Store Brand France Supermarket Intermarche Top Budget 4 56 € 5.990 € 0.107 19.6% € 0.089 Feb-12

1€=0.83₤

Store Brand UK Supermarket Tesco Value 4 28 € 2.676 € 0.096 0.0% € 0.096 Mar-12

Italy Supermarket EUROSPIN EUROSPIN 4 23 € 3.990 € 0.173 21.0% € 0.143 Feb-12

Level/Type Ecologic

Brands & Store Brands

Country Shop Type

Shop Name

Brand Name

Size Pack Count Pack Price (Incl. VAT)

€ Unit price Inc. VAT

VAT Rate Unit Price Ex

VAT Date Pictures

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Store Brand France Supermarket Carrefour Agir 24 10.21 € 0.43 19.6% € 0.356 Feb-12

Store Brand France Supermarket Auchan Minus Vivre 4 32 9.9 € 0.31 19.6% € 0.259 Feb-12

Store Brand Germany Supermarket DM Babylove nature 4 46 7.45 € 0.16 19.0% € 0.14 Mar-12

Store Brand Germany Supermarket Kaufland Moltex Eko 4 40 8.45 € 0.21 19% € 0.18 Aug-11

Store Brand Germany Drug DM Babylove nature 4 42 7.45 € 0.18 19% € 0.15 Feb-12

1€=0.83₤

Store Brand UK Supermarket Sainsbury Little Ones Eco 4 32 5.99 € 0.19 0.0% € 0.19 Mar-12

Naty AB UK Supermarket Sainsbury Nature Babycare 4 34 8.26 € 0.24 0.0% € 0.243 Mar-12

Limited european baby diaper price survey

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