The average child uses more than 2,700 diapers in their first year of life, costing £250-£400 (depending on price per diaper). Total costs for newborn baby necessities quickly add up once food and clothing are considered.

Retailers are aware of this opportunity and are primed to take a share of these sales, as all analyzed retailers in Gartner L2’s FMCG UK reports offer their own diaper private labels. Moreover, retailers generally favor their private labels across search and category pages, leaving Index brands struggling for visibility.

With such competition from within, studied brands can explore paid means to enhance their visibility on retailer platforms. For example, Asda’s diaper private label sits snuggly alongside Pampers on search results, so Pampers uses sponsored products to secure prime slots at the top. The private label’s packaging uses a similar color palette to Pampers, so Pampers purchases sponsored products to appear on Asda’s diaper product pages, often with promotions, to capture customers along the purchase journey.

On Amazon, two disruptor brands are keeping competitors on their toes. With 52% paid visibility across nonbranded diaper keywords, new entrant M&Y has higher paid visibility than every other diaper brand on Amazon, even overtaking Huggies. Add Mama Bear to the fold—Amazon’s private label with 24% visibility—and Index brands fight to keep up. To further entice customers, Amazon prices Mama Bear such that it’s the cheapest diaper product on the platform.

Pampers and Huggies remain the market leaders on Amazon, with a higher rank on Best Sellers pages compared with the two upstarts, but disruptor brands’ investments are helping to close the gap. Ultimately, this scenario reinforces the need for brands to remain agile and supplement their paid strategies on retailer’s with digital investments on other platforms.

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