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Environmental concerns reflected in private label baby wipe updates.

Environmental Concerns Reflected In Private Label Baby Wipe Updates

The biggest product rollout for the private label baby wipes market this year will be refill baby wipe packs. According to a recent survey in Private label magazine, "private labels have beaten the national brands to the punch in introducing this innovative product. There isn't a national brand equivalent available yet..."

The much talked about product extension is aimed at consumers concerned about the environment as well as value and will retail at $.40-.50 less than regular private label tubs and $.80-.90 less than national brands. Designed to fit within the original flat pack tubs, the wipe refill packs use 76-90% less plastic, depending on whether the packaging is flexible or rigid. The refill packs are also recyclable.

Refill packs are expected to boost sales of private label wipes, which already posted a 15% increase in 1990, according to the survey. In this $400 million category, private label products currently represent a unit share of 24% and a dollar share of 21%, but are expected to hit 30% by 1992. Only Scott, with 43% in units and 36% in dollars, remains ahead of the private label category. Trailing the private label wipes in dollar share are Chubs, at 13%, Johnson & Johnson, 10%, Diaperene, with 6% and Natural Touch, at 3%. In terms of unit share, Chubs again trails, with 12%, J&J is at 11%, Diaperene at 7% and Natural Touch holds 3%.

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Another major trend in wipes also targets the environmentally conscious consumer. Already available under many store brands and being introduced by several other chains early in 1991 are natural formula wipes, which use less wood pulp, save trees and are made from 100% natural ingredients. The natural formula wipes also contain no alcohol or chemical fragrance to irritate the baby's skin. Private label natural formula wipes will be sold in flat packs, canisters and refill packs, while branded competitors are available only in tubs.

Other trends in the private label baby wipe market include flat packs, higher counts and wipes enriched with aloe vera, which has replaced lanolin as the top baby wipe additive. The survey also said that tubs are being phased out in favor of flat packs, which now account for 60% of total baby wipe sales. The 84-count size has replaced the 42-count as a top seller, with consumers also preferring the 126-count variety. In addition, 260-count canisters are gaining at the expense of 160-count canisters.

At the present time, food chains represent 59.5% of total baby wipe sales, followed by 23.9% for mass merchandisers and 16.6% for drug chains.
COPYRIGHT 1991 Rodman Publications, Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1991 Gale, Cengage Learning. All rights reserved.

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Publication:Nonwovens Industry
Date:Mar 1, 1991
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