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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.

Main findings & Conclusions
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.
Average price for branded                                       Average price for store brands
            Europ    Franc    Germany   Italy    UK    Israel                Europ    Franc    Germany      Italy    UK     Israel
               e        e                                                       e        e
Premium     € 0.24   € 0.38    € 0.26     €       €       €     Premium      € 0.20   € 0.21    € 0.14      N/A       €      N/A
                                        0.33    0.26    0.18                                                        0.195
Standard    € 0.25   € 0.32    € 0.21     €       €       €     Standard     € 0.18   € 0.22    € 0.14        €       €      N/A
                                        0.26    0.23    0.19                                                0.21    0.180
Economy     € 0.20   € 0.23    € 0.18   N/A       €       €     Economy      € 0.12   € 0.11     N/A          €       €      N/A
                                                0.18    0.14                                                0.17    0.096




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
Level/Type                                                                                                   Pack Price (Incl.   Unit price   VAT Unit Price Ex
             Brands        Country       Shop Type     Shop Name      Brand Name         Size   Pack Count                                                                 Date     Pics
Premium                                                                                                          VAT) €           Inc. VAT    Rate    VAT
              Pampers          France    Supermarket     Auchan          Active Fit       4         34            11.80 €          0.35 €     19.6%    0.29 €              Feb-12
              Pampers          France    Supermarket     Auchan          Active Fit       4         60            20.00 €          0.33 €     19.6%    0.28 €              Feb-12
              Pampers          France    Supermarket     Auchan          Active Fit       4         84            25.00 €          0.30 €     19.6%    0.25 €              Feb-12

   P          Pampers
              Pampers
                               France
                               France
                                         Supermarket
                                         Supermarket
                                                        Carrefour
                                                        Carrefour
                                                                         Active Fit
                                                                         Active Fit
                                                                                          4
                                                                                          4
                                                                                                    28
                                                                                                    50
                                                                                                                  12.97 €
                                                                                                                  21.26 €
                                                                                                                                   0.46 €
                                                                                                                                   0.43 €
                                                                                                                                              19.6%
                                                                                                                                              19.6%
                                                                                                                                                       0.39 €
                                                                                                                                                       0.36 €
                                                                                                                                                                           Feb-12
                                                                                                                                                                           Feb-12
              Pampers          France    Supermarket    Carrefour        Active Fit       4         96            36.96 €          0.39 €     19.6%    0.32 €              Feb-12
                                                                                          4         50            18.50 €          0.37 €     19.6%    0.31 €
   r          Pampers

              Pampers
                               France

                               Germany
                                         Supermarket

                                         Supermarket
                                                         Leclerc

                                                         Kaufland
                                                                         Active Fit

                                                                         Active Fit       4         32             8.65 €          0.27 €     19.0%     0.23 €
                                                                                                                                                                           Feb-12

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

   e          Pampers

              Pampers
                               Germany

                                Italy
                                            Drug

                                         Supermarket
                                                           DM

                                                        ESSELUNGA
                                                                         Active Fit

                                                                     PAMPERS PROGRESSI
                                                                                          4


                                                                                          4
                                                                                                    40


                                                                                                    48
                                                                                                                   8.65 €

                                                                                                                  18.90 €
                                                                                                                                   0.22 €

                                                                                                                                   0.39 €
                                                                                                                                              19.0%


                                                                                                                                              21.0%
                                                                                                                                                        0.18 €


                                                                                                                                                        0.33 €
                                                                                                                                                                           Mar-12

                                                                                                                                                                           Mar-12


   m                                                                                                              0.83₤=1€
              Pampers            UK      Supermarket      Asda           Active Fit       4         68            15.58 €          0.23 €     0.0%     0.23 €              Mar-12
                                                                                          4         46            11.99 €          0.26 €     0.0%     0.26 €
   i
              Pampers            UK      Supermarket    Sainsbury        Active Fit                                                                                        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
              Pampers            UK      Supermarket      Tesco          Active Fit       4         46            11.99 €          0.26 €     0.0%     0.26 €              Mar-12

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


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

   m                                                                                                                 =             0.20 €
                                                                                                   1₪

              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

    B         Pampers
              Pampers
                                Israel
                                Israel
                                         Supermarket
                                            Drug
                                                          Mega
                                                       Super Pharm
                                                                        Active baby
                                                                        Active baby
                                                                                          4
                                                                                          4
                                                                                                   104
                                                                                                    54
                                                                                                                    14
                                                                                                                    11
                                                                                                                                   0.13 €
                                                                                                                                   0.20 €
                                                                                                                                              16.0%
                                                                                                                                              16.0%
                                                                                                                                                        0.12 €
                                                                                                                                                        0.18 €
                                                                                                                                                                           Mar-12
                                                                                                                                                                           Mar-12

              Pampers           Israel   Supermarket     Super sol     Premium Care       4         52             11.46           0.22 €     16.0%     0.19 €             Mar-12
    r         Pampers
              Pampers
                                Israel
                                Israel
                                         Supermarket
                                            Drug
                                                          Mega
                                                       Super Pharm
                                                                       Premium Care
                                                                       Premium Care
                                                                                          4
                                                                                          4
                                                                                                   104
                                                                                                    52
                                                                                                                   22.00
                                                                                                                   11.00
                                                                                                                                   0.21 €
                                                                                                                                   0.21 €
                                                                                                                                              16.0%
                                                                                                                                              16.0%
                                                                                                                                                        0.18 €
                                                                                                                                                        0.18 €
                                                                                                                                                                           Mar-12
                                                                                                                                                                           Mar-12


    a         Huggies
              Huggies
              Huggies
                                Israel
                                Israel
                                Israel
                                         Supermarket
                                         Supermarket
                                         Supermarket
                                                         Super sol
                                                           Yesh
                                                          Mega
                                                                         Freedom
                                                                         Freedom
                                                                         Freedom
                                                                                          4
                                                                                          4
                                                                                          4
                                                                                                    52
                                                                                                    52
                                                                                                   104
                                                                                                                   10.80
                                                                                                                    7.80
                                                                                                                   18.00
                                                                                                                                   0.21 €
                                                                                                                                   0.15 €
                                                                                                                                   0.17 €
                                                                                                                                              16.0%
                                                                                                                                              16.0%
                                                                                                                                              16.0%
                                                                                                                                                        0.18 €
                                                                                                                                                        0.13 €
                                                                                                                                                        0.15 €
                                                                                                                                                                           Mar-12
                                                                                                                                                                           Mar-12
                                                                                                                                                                           Mar-12
              Huggies           Israel      Drug       Super Pharm       Freedom          4         52              9.60           0.18 €     16.0%     0.16 €             Mar-12

    n         Huggies

              Huggies
                                Israel

                                Israel
                                         Supermarket

                                         Supermarket
                                                        Rami Levi

                                                         Super sol
                                                                         Freedom

                                                                       Organic Cotton
                                                                                          4

                                                                                          4
                                                                                                    52

                                                                                                    52
                                                                                                                    9.00

                                                                                                                   10.86
                                                                                                                                   0.17 €

                                                                                                                                   0.21 €
                                                                                                                                              16.0%


                                                                                                                                              16.0%
                                                                                                                                                        0.15 €


                                                                                                                                                        0.18 €
                                                                                                                                                                           Mar-12

                                                                                                                                                                           Mar-12
                                                                                          4         52              9.60           0.18 €
    d         Huggies           Israel      Drug       Super Pharm     Organic Cotton                                                         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

    s        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
Pack Price (Incl.   Unit price   VAT Unit Price Ex
Level/Type Premium   Brands    Country       Shop Type     Shop Name     Brand Name     Size   Pack Count                                                        Date     Pictures
                                                                                                                VAT) €           Inc. VAT    Rate    VAT
                     Pampers       France    Supermarket     Auchan        Baby Dry      4         34             12.19           0.36 €     19.6%    0.30 €     Feb-12
                     Pampers       France    Supermarket     Auchan        Baby Dry      4         60             17.87           0.30 €     19.6%    0.25 €     Feb-12
                     Pampers       France    Supermarket     Auchan        Baby Dry      4         92             21.90           0.24 €     19.6%    0.20 €     Feb-12
                     Pampers       France    Supermarket    Carrefour      Baby Dry      4         30             11.83           0.39 €     19.6%    0.33 €     Feb-12
                     Pampers       France    Supermarket    Carrefour      Baby Dry      4         56             21.04           0.38 €     19.6%    0.31 €     Feb-12
                     Pampers       France    Supermarket    Carrefour      Baby Dry      4         72             25.32           0.35 €     19.6%    0.29 €     Feb-12
                     Pampers       France    Supermarket    Carrefour      Baby Dry      4        112             36.73           0.33 €     19.6%    0.27 €     Feb-12



   S                 Pampers
                     Pampers
                     Pampers
                                   Germany
                                   Germany
                                   Germany
                                             Supermarket
                                                Drug
                                             Supermarket
                                                             Kaufland
                                                               DM
                                                              REWE
                                                                           Baby Dry
                                                                           Baby Dry
                                                                           Baby Dry
                                                                                         4
                                                                                         4
                                                                                         4
                                                                                                   37
                                                                                                   37
                                                                                                   84
                                                                                                                   8.65
                                                                                                                    8.65
                                                                                                                   15.99
                                                                                                                                  0.23 €
                                                                                                                                  0.23 €
                                                                                                                                  0.19 €
                                                                                                                                             19.0%
                                                                                                                                             19.0%
                                                                                                                                             19.0%
                                                                                                                                                      0.20 €
                                                                                                                                                      0.20 €
                                                                                                                                                      0.16 €
                                                                                                                                                                 Mar-12
                                                                                                                                                                 Mar-12
                                                                                                                                                                 Mar-12
                                                                                                                 0.83₤=1€
                     Pampers         UK      Supermarket      Asda         Baby Dry      4         30              6.00 €         0.20 €      0%      0.20 €     Mar-12

   t        B        Pampers
                     Pampers
                     Pampers
                                     UK
                                     UK
                                     UK
                                             Supermarket
                                             Supermarket
                                             Supermarket
                                                            Sainsbury
                                                            Sainsbury
                                                              Tesco
                                                                           Baby Dry
                                                                           Baby Dry
                                                                           Baby Dry
                                                                                         4
                                                                                         4
                                                                                         4
                                                                                                   30
                                                                                                   52
                                                                                                   30
                                                                                                                   7.79 €
                                                                                                                  11.99 €
                                                                                                                   7.79 €
                                                                                                                                  0.26 €
                                                                                                                                  0.23 €
                                                                                                                                  0.26 €
                                                                                                                                              0%
                                                                                                                                              0%
                                                                                                                                              0%
                                                                                                                                                      0.26 €
                                                                                                                                                      0.23 €
                                                                                                                                                      0.26 €
                                                                                                                                                                 Mar-12
                                                                                                                                                                 Mar-12
                                                                                                                                                                 Mar-12
                     Pampers         UK      Supermarket      Tesco        Baby Dry      4         52             11.99 €         0.23 €      0%      0.23 €     Mar-12


   a        r
                     Pampers         UK      Supermarket      Tesco        Baby Dry      4         78             15.59 €         0.20 €      0%      0.20 €     Mar-12


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

                                                                                         4         44            11.70 €          0.27 €     21%      0.22 €

   n        a
                     Pampers        Italy    Supermarket      IPER        Sole E Luna                                                                            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                        17.46           0.29 €     19.6%    0.24 €     Feb-12

   d        n        Huggies       Germany   Supermarket      Edeka        Super Dry     4
                                                                                                   60

                                                                                                   40              6.95           0.17 €     19%      0.15 €     Mar-11

                                                                                                                 0.83₤=1€
                     Huggies         UK      Supermarket      Asda         Super Dry     4         76             14.38 €         0.19 €      0%      0.19 €     Mar-12

   a        d        Huggies
                     Huggies
                     Huggies
                                     UK
                                     UK
                                     UK
                                             Supermarket
                                             Supermarket
                                             Supermarket
                                                            Sainsbury
                                                            Sainsbury
                                                              Tesco
                                                                           Super Dry
                                                                           Super Dry
                                                                           Super Dry
                                                                                         4
                                                                                         4
                                                                                         4
                                                                                                   32
                                                                                                   56
                                                                                                   56
                                                                                                                   7.78 €
                                                                                                                  11.98 €
                                                                                                                  11.98 €
                                                                                                                                  0.24 €
                                                                                                                                  0.21 €
                                                                                                                                  0.21 €
                                                                                                                                              0%
                                                                                                                                              0%
                                                                                                                                              0%
                                                                                                                                                      0.24 €
                                                                                                                                                      0.21 €
                                                                                                                                                      0.21 €
                                                                                                                                                                 Mar-12
                                                                                                                                                                 Mar-12
                                                                                                                                                                 Mar-12



            s
                                                                                         4         55            13.15 €          0.24 €     21%      0.20 €

   r
                     Huggies        Italy    Supermarket    ESSELUNGA      Super Dry                                                                             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


   d                 Titulim
                     Titulim
                     Titulim
                                    Israel
                                    Israel
                                    Israel
                                    Israel
                                             Supermarket
                                                Drug
                                             Supermarket
                                                              Mega
                                                           Super Pharm
                                                            Rami Levi
                                                                           Premium
                                                                           Premium
                                                                           Premium
                                                                                         4
                                                                                         4
                                                                                         4
                                                                                                  48
                                                                                                  48
                                                                                                  48
                                                                                                                  8.40
                                                                                                                  10.00
                                                                                                                  7.98
                                                                                                                                  0.18 €
                                                                                                                                  0.21 €
                                                                                                                                  0.17 €
                                                                                                                                             16%
                                                                                                                                             16%
                                                                                                                                             16%
                                                                                                                                                      0.15 €
                                                                                                                                                      0.18 €
                                                                                                                                                      0.14 €
                                                                                                                                                                 Mar-12
                                                                                                                                                                 Mar-12
                                                                                                                                                                 Mar-12


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




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

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


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


            a
n                    Pampers          UK      Supermarket     ASDA         Simply Dry       4        40
                                                                                                                  0.83₤=1€
                                                                                                                    6.00 €             0.15 €         0%        0.15 €       Mar-12

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

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


            d        Pampers
                     Pampers
                                      UK
                                      UK
                                              Supermarket
                                              Supermarket
                                                              Tesco
                                                              Tesco
                                                                           Simply Dry
                                                                           Simply Dry
                                                                                            4
                                                                                            4
                                                                                                     26
                                                                                                     50
                                                                                                                    5.40 €
                                                                                                                    8.75 €
                                                                                                                                       0.21 €
                                                                                                                                       0.17 €
                                                                                                                                                      0%
                                                                                                                                                      0%
                                                                                                                                                                0.21 €
                                                                                                                                                                0.17 €
                                                                                                                                                                             Mar-12
                                                                                                                                                                             Mar-12

m                    Pampers          UK      Supermarket     Tesco        Simply Dry       4        80            12.00 €             0.15 €         0%        0.15 €       Mar-12

            s
y                     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


                       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


  S                    Store Brand        France       Supermarket             Auchan              Comfort Plus            4        32                 7.58                 0.24 €         19.6%           0.20 €         Feb-12
                       Store Brand        France       Supermarket             Auchan              Comfort Plus            4        58                13.00                 0.22 €         19.6%           0.19 €         Feb-12
  t                    Store Brand        France       Supermarket             Auchan              Comfort Plus            4        93                16.13                 0.17 €         19.6%           0.15 €         Feb-12




  o                    Store Brand
                       Store Brand
                                          France
                                          France
                                                       Supermarket
                                                       Supermarket
                                                                               Leclerc
                                                                               Leclerc
                                                                                                MD' - Ultra Comfort
                                                                                                MD' - Ultra Comfort
                                                                                                                           4
                                                                                                                           4
                                                                                                                                    34
                                                                                                                                    62
                                                                                                                                                      7.58
                                                                                                                                                      13.3
                                                                                                                                                                            0.22 €
                                                                                                                                                                            0.21 €
                                                                                                                                                                                           19.6%
                                                                                                                                                                                           19.6%
                                                                                                                                                                                                           0.19 €
                                                                                                                                                                                                           0.18 €
                                                                                                                                                                                                                          Feb-12
                                                                                                                                                                                                                          Feb-12

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


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



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



i                                                                                                                                                   0.83₤=1€

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


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


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


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


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




  s                    Store Brand             UK   Drug               Boots                       Active Stretch          4        26                4.80                  0.18 €         0.0%            0.18 €         Mar-12
Level/Type Standard
                       Store        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
                      brands


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




   t                  Store Brand        France    Supermarket     Leclerc         Mots D'enfants           4        72                12.6                 0.18 €        19.6%           0.15 €         Feb-12




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




 t r                  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
 a e
                                                                                                                                     0.83₤=1€

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


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



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




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




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

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


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


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

   n
     B
   o
     r
   m                 Store Brand       France   Supermarket   Intermarche   Top Budget    4        56            5.990 €            0.107 €        19.6%     0.089 €       Feb-12
     a
   y
     n                                                                                                          0.83₤=1€

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

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

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


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


 c
 o    S
              Store Brand        France   Supermarket    Auchan       Minus Vivre      4        32                 9.9            0.31 €      19.6%        0.259 €       Feb-12
 l    t
 o    o
 g    r       Store Brand       Germany   Supermarket     DM        Babylove nature    4        46                7.45            0.16 €      19.0%         0.14 €       Mar-12


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

      b
 B    r       Store Brand       Germany      Drug         DM        Babylove nature    4        42                7.45
                                                                                                                0.83₤=1€
                                                                                                                                  0.18 €       19%          0.15 €       Feb-12



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

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

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Limited european baby diaper price survey

  • 1. 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. Main findings & Conclusions 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.
  • 2. Average price for branded Average price for store brands Europ Franc Germany Italy UK Israel Europ Franc Germany Italy UK Israel e e e e Premium € 0.24 € 0.38 € 0.26 € € € Premium € 0.20 € 0.21 € 0.14 N/A € N/A 0.33 0.26 0.18 0.195 Standard € 0.25 € 0.32 € 0.21 € € € Standard € 0.18 € 0.22 € 0.14 € € N/A 0.26 0.23 0.19 0.21 0.180 Economy € 0.20 € 0.23 € 0.18 N/A € € Economy € 0.12 € 0.11 N/A € € N/A 0.18 0.14 0.17 0.096 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
  • 3. Level/Type Pack Price (Incl. Unit price VAT Unit Price Ex Brands Country Shop Type Shop Name Brand Name Size Pack Count Date Pics Premium VAT) € Inc. VAT Rate VAT Pampers France Supermarket Auchan Active Fit 4 34 11.80 € 0.35 € 19.6% 0.29 € Feb-12 Pampers France Supermarket Auchan Active Fit 4 60 20.00 € 0.33 € 19.6% 0.28 € Feb-12 Pampers France Supermarket Auchan Active Fit 4 84 25.00 € 0.30 € 19.6% 0.25 € Feb-12 P Pampers Pampers France France Supermarket Supermarket Carrefour Carrefour Active Fit Active Fit 4 4 28 50 12.97 € 21.26 € 0.46 € 0.43 € 19.6% 19.6% 0.39 € 0.36 € Feb-12 Feb-12 Pampers France Supermarket Carrefour Active Fit 4 96 36.96 € 0.39 € 19.6% 0.32 € Feb-12 4 50 18.50 € 0.37 € 19.6% 0.31 € r Pampers Pampers France Germany Supermarket Supermarket Leclerc Kaufland Active Fit Active Fit 4 32 8.65 € 0.27 € 19.0% 0.23 € Feb-12 Mar-12 Pampers Germany Supermarket REWE Active Fit 4 32 9.95 € 0.31 € 19.0% 0.26 € Mar-12 e Pampers Pampers Germany Italy Drug Supermarket DM ESSELUNGA Active Fit PAMPERS PROGRESSI 4 4 40 48 8.65 € 18.90 € 0.22 € 0.39 € 19.0% 21.0% 0.18 € 0.33 € Mar-12 Mar-12 m 0.83₤=1€ Pampers UK Supermarket Asda Active Fit 4 68 15.58 € 0.23 € 0.0% 0.23 € Mar-12 4 46 11.99 € 0.26 € 0.0% 0.26 € i Pampers UK Supermarket Sainsbury Active Fit 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 Pampers UK Supermarket Tesco Active Fit 4 46 11.99 € 0.26 € 0.0% 0.26 € Mar-12 u Pampers UK Supermarket Tesco Active Fit 4 68 15.58 € 0.23 € 0.0% 0.23 € Mar-12 Huggies Italy Supermarket ESSELUNGA NATURAL FIT 4 48 15.90 0.33 € 21.0% 0.27 € Mar-12 m = 0.20 € 1₪ 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 B Pampers Pampers Israel Israel Supermarket Drug Mega Super Pharm Active baby Active baby 4 4 104 54 14 11 0.13 € 0.20 € 16.0% 16.0% 0.12 € 0.18 € Mar-12 Mar-12 Pampers Israel Supermarket Super sol Premium Care 4 52 11.46 0.22 € 16.0% 0.19 € Mar-12 r Pampers Pampers Israel Israel Supermarket Drug Mega Super Pharm Premium Care Premium Care 4 4 104 52 22.00 11.00 0.21 € 0.21 € 16.0% 16.0% 0.18 € 0.18 € Mar-12 Mar-12 a Huggies Huggies Huggies Israel Israel Israel Supermarket Supermarket Supermarket Super sol Yesh Mega Freedom Freedom Freedom 4 4 4 52 52 104 10.80 7.80 18.00 0.21 € 0.15 € 0.17 € 16.0% 16.0% 16.0% 0.18 € 0.13 € 0.15 € Mar-12 Mar-12 Mar-12 Huggies Israel Drug Super Pharm Freedom 4 52 9.60 0.18 € 16.0% 0.16 € Mar-12 n Huggies Huggies Israel Israel Supermarket Supermarket Rami Levi Super sol Freedom Organic Cotton 4 4 52 52 9.00 10.86 0.17 € 0.21 € 16.0% 16.0% 0.15 € 0.18 € Mar-12 Mar-12 4 52 9.60 0.18 € d Huggies Israel Drug Super Pharm Organic Cotton 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 s 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
  • 4. Pack Price (Incl. Unit price VAT Unit Price Ex Level/Type Premium Brands Country Shop Type Shop Name Brand Name Size Pack Count Date Pictures VAT) € Inc. VAT Rate VAT Pampers France Supermarket Auchan Baby Dry 4 34 12.19 0.36 € 19.6% 0.30 € Feb-12 Pampers France Supermarket Auchan Baby Dry 4 60 17.87 0.30 € 19.6% 0.25 € Feb-12 Pampers France Supermarket Auchan Baby Dry 4 92 21.90 0.24 € 19.6% 0.20 € Feb-12 Pampers France Supermarket Carrefour Baby Dry 4 30 11.83 0.39 € 19.6% 0.33 € Feb-12 Pampers France Supermarket Carrefour Baby Dry 4 56 21.04 0.38 € 19.6% 0.31 € Feb-12 Pampers France Supermarket Carrefour Baby Dry 4 72 25.32 0.35 € 19.6% 0.29 € Feb-12 Pampers France Supermarket Carrefour Baby Dry 4 112 36.73 0.33 € 19.6% 0.27 € Feb-12 S Pampers Pampers Pampers Germany Germany Germany Supermarket Drug Supermarket Kaufland DM REWE Baby Dry Baby Dry Baby Dry 4 4 4 37 37 84 8.65 8.65 15.99 0.23 € 0.23 € 0.19 € 19.0% 19.0% 19.0% 0.20 € 0.20 € 0.16 € Mar-12 Mar-12 Mar-12 0.83₤=1€ Pampers UK Supermarket Asda Baby Dry 4 30 6.00 € 0.20 € 0% 0.20 € Mar-12 t B Pampers Pampers Pampers UK UK UK Supermarket Supermarket Supermarket Sainsbury Sainsbury Tesco Baby Dry Baby Dry Baby Dry 4 4 4 30 52 30 7.79 € 11.99 € 7.79 € 0.26 € 0.23 € 0.26 € 0% 0% 0% 0.26 € 0.23 € 0.26 € Mar-12 Mar-12 Mar-12 Pampers UK Supermarket Tesco Baby Dry 4 52 11.99 € 0.23 € 0% 0.23 € Mar-12 a r Pampers UK Supermarket Tesco Baby Dry 4 78 15.59 € 0.20 € 0% 0.20 € Mar-12 Pampers Italy Supermarket ESSELUNGA Baby Dry 4 27 8.99 € 0.33 € 21% 0.28 € Feb-12 4 44 11.70 € 0.27 € 21% 0.22 € n a Pampers Italy Supermarket IPER Sole E Luna 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 17.46 0.29 € 19.6% 0.24 € Feb-12 d n Huggies Germany Supermarket Edeka Super Dry 4 60 40 6.95 0.17 € 19% 0.15 € Mar-11 0.83₤=1€ Huggies UK Supermarket Asda Super Dry 4 76 14.38 € 0.19 € 0% 0.19 € Mar-12 a d Huggies Huggies Huggies UK UK UK Supermarket Supermarket Supermarket Sainsbury Sainsbury Tesco Super Dry Super Dry Super Dry 4 4 4 32 56 56 7.78 € 11.98 € 11.98 € 0.24 € 0.21 € 0.21 € 0% 0% 0% 0.24 € 0.21 € 0.21 € Mar-12 Mar-12 Mar-12 s 4 55 13.15 € 0.24 € 21% 0.20 € r Huggies Italy Supermarket ESSELUNGA Super Dry 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 d Titulim Titulim Titulim Israel Israel Israel Israel Supermarket Drug Supermarket Mega Super Pharm Rami Levi Premium Premium Premium 4 4 4 48 48 48 8.40 10.00 7.98 0.18 € 0.21 € 0.17 € 16% 16% 16% 0.15 € 0.18 € 0.14 € Mar-12 Mar-12 Mar-12 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
  • 5. Pack Price (Incl. Unit price Inc. VAT Unit Price Ex Level/Type Economy Brands Country Shop Type Shop Name Brand Name Size Pack Count VAT) € VAT Rate VAT Date Pictures Pampers France Supermarket Auchan Simply Dry 4 44 10.15 0.23 € 19.6% 0.19 € Feb-12 E b Pampers Germany Drug DM Simply Dry 4 40 6.95 0.17 € 19% 0.15 € Aug-11 c r o Ontex Germany Supermarket Kaufland Ontex Baby charm 4 30 3.99 0.13 € 19.0% 0.11 € Mar-12 a n Pampers UK Supermarket ASDA Simply Dry 4 40 0.83₤=1€ 6.00 € 0.15 € 0% 0.15 € Mar-12 n Pampers UK Supermarket ASDA Simply Dry 4 80 11.98 € 0.15 € 0% 0.15 € Mar-12 o Pampers UK Supermarket Sainsbury Simply Dry 4 26 5.40 € 0.21 € 0% 0.21 € Mar-12 d Pampers Pampers UK UK Supermarket Supermarket Tesco Tesco Simply Dry Simply Dry 4 4 26 50 5.40 € 8.75 € 0.21 € 0.17 € 0% 0% 0.21 € 0.17 € Mar-12 Mar-12 m Pampers UK Supermarket Tesco Simply Dry 4 80 12.00 € 0.15 € 0% 0.15 € Mar-12 s y Litufim Israel Supermarket Rami Levi Stretch 4 40 5.60 € 0.14 € 16% 0.12 € Mar-12
  • 6. 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 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 S Store Brand France Supermarket Auchan Comfort Plus 4 32 7.58 0.24 € 19.6% 0.20 € Feb-12 Store Brand France Supermarket Auchan Comfort Plus 4 58 13.00 0.22 € 19.6% 0.19 € Feb-12 t Store Brand France Supermarket Auchan Comfort Plus 4 93 16.13 0.17 € 19.6% 0.15 € Feb-12 o Store Brand Store Brand France France Supermarket Supermarket Leclerc Leclerc MD' - Ultra Comfort MD' - Ultra Comfort 4 4 34 62 7.58 13.3 0.22 € 0.21 € 19.6% 19.6% 0.19 € 0.18 € Feb-12 Feb-12 P r r Store Brand France Supermarket Intermarche Label Premium 4 46 12.06 0.26 € 19.6% 0.22 € Feb-12 e e Store Brand Germany Supermarket Aldi Mamia Premiumwindeln 4 50 6.99 0.14 € 19.0% 0.12 € Mar-12 m 4 42 5.75 0.14 € 19.0% 0.12 € b Store Brand Germany Supermarket dm Babylove Aktiv Plus Mar-12 i 0.83₤=1€ r Store Brand UK Supermarket Sainsbury Little ones explore 4 28 6.14 0.22 € 0.0% 0.22 € Mar-12 u Store Brand UK Supermarket Sainsbury Little ones explore 4 50 8.66 0.17 € 0.0% 0.17 € Mar-12 a Store Brand UK Supermarket Tesco Baby Superfit 4 26 5.86 0.23 € 0.0% 0.23 € Mar-12 m Store Brand UK Supermarket Tesco Baby Superfit 4 46 7.88 0.17 € 0.0% 0.17 € Mar-12 n d Store Brand Little Angels Fit U. Dry 4 40 6.68 0.17 € 0.0% 0.17 € Mar-12 s Store Brand UK Drug Boots Active Stretch 4 26 4.80 0.18 € 0.0% 0.18 € Mar-12
  • 7. Level/Type Standard Store 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 brands S Store Brand France Supermarket Auchan Changes 4 40 7.3 0.18 € 19.6% 0.15 € Feb-12 t Store Brand France Supermarket Leclerc Mots D'enfants 4 72 12.6 0.18 € 19.6% 0.15 € Feb-12 S o Store Brand France Supermarket Intermarche Label Agility 4 34 8.75 0.26 € 19.6% 0.22 € Feb-12 t r 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 a e 0.83₤=1€ n Store Brand UK Supermarket Sainsbury Little ones dry 4 50 7.82 € 0.16 € 0.0% 0.16 € Mar-12 d B Store Brand UK Supermarket Tesco Baby Ultra dry 4 26 5.62 € 0.22 € 0.0% 0.22 € Mar-12 a r Store Brand UK Supermarket Tesco Baby Ultra dry 4 50 7.45 € 0.15 € 0.0% 0.15 € Mar-12 r a Store Brand UK Supermarket Asda Little Angels comfort Dry 4 48 6.68 € 0.14 € 0.0% 0.14 € Mar-12 d n UK Drug Boots Super Dry 4 26 4.79 € 0.18 € 0.0% 0.18 € Mar-12 d s 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
  • 8. Level/Type Economy Store Country Shop Type Shop Name Brand Name Size Pack Count Pack Price (Incl. Unit price Inc. VAT Unit Price Ex Date Pictures VAT) € VAT Rate VAT brands E Store Brand France Supermarket Carrefour One (1) 4 56 6.160 € 0.110 € 19.6% 0.092 € Feb-12 c o Store Brand France Supermarket Auchan Couches 4 56 6.190 € 0.111 € 19.6% 0.092 € Feb-12 n B o r m Store Brand France Supermarket Intermarche Top Budget 4 56 5.990 € 0.107 € 19.6% 0.089 € Feb-12 a y n 0.83₤=1€ d S s Store Brand UK Supermarket Tesco Value 4 28 2.676 € 0.096 € 0.0% 0.096 € Mar-12 t o r Italy Supermarket EUROSPIN EUROSPIN 4 23 3.990 € 0.173 € 21.0% 0.143 € Feb-12 e
  • 9. Level/Type Brands & Shop Shop Brand Pack Price (Incl. VAT) Unit price Unit Price Ex Ecologic Store Brands Country Size Pack Count € Inc. VAT VAT Rate VAT Date Pictures Type Name Name E & Store Brand France Supermarket Carrefour Agir 24 10.21 0.43 € 19.6% 0.356 € Feb-12 c o S Store Brand France Supermarket Auchan Minus Vivre 4 32 9.9 0.31 € 19.6% 0.259 € Feb-12 l t o o g r Store Brand Germany Supermarket DM Babylove nature 4 46 7.45 0.16 € 19.0% 0.14 € Mar-12 i e c Store Brand Germany Supermarket Kaufland Moltex Eko 4 40 8.45 0.21 € 19% 0.18 € Aug-11 b B r Store Brand Germany Drug DM Babylove nature 4 42 7.45 0.83₤=1€ 0.18 € 19% 0.15 € Feb-12 r a Store Brand UK Supermarket Sainsbury Little Ones Eco 4 32 5.99 0.19 € 0.0% 0.19 € Mar-12 a n n d Naty AB UK Supermarket Sainsbury Nature Babycare 4 34 8.26 0.24 € 0.0% 0.243 € Mar-12 d s