ShopGrok is excited to announce that we will be releasing our 2023 Pricing Insights Guide for the Australian Baby Industry in the coming week. Focusing specifically on the baby wipe category, this article unveils some of the key findings from the study whilst offering a first-hand view of some of our most popular dashboards.
Categorization and SKU Counts of Baby Wipes Across Retailers
ShopGrok’s Product Explorer dashboard highlights that most retailers categorize baby wipes within the “Baby Changing” section, indicating their role in diapering and cleanliness routines.
- Additionally, they are positioned in the “Baby Care,” “Nursing and Feeding,” and “Baby Wipes” categories at Coles, Priceline, and Woolworths.
- Despite differing categorizations, retailers consistently offer a variety of wipes to cater to various parenting needs.
- Woolworths boasts the highest SKU count in the Baby Wipes Category, providing customers with a wide selection.
Market Insights and Competitive Analysis for WaterWipes
As well as analyzing market trends, we looked at specific baby products such as WaterWipes to assess the brand’s recent market performance:
- WaterWipes have secured a strong market presence through strategic placement in major retailers, including Big W, Chemist Warehouse, Coles, Priceline, and Woolworths.
- WaterWipes are positioned alongside well-established brands like Huggies, Gaia, and Curash.
- While WaterWipes’ pricing is competitive, they are often slightly higher priced due to their premium quality positioning.
- WaterWipes are priced competitively across different retailers, ranging from $8 to $56.
- Competitors like Gaia, Curash, and Huggies offer diverse wipe options and pack sizes, capturing evolving customer preferences.
Promotion Depth Comparison of WaterWipes with other Brands
ShopGrok’s Promotional Trends dashboard, which compares promotional depth over time, indicated that WaterWipes maintained moderate promotion depths, often hovering around at a competitive 20-27%.
- Curash consistently had higher average promotion depths compared to other brands, peaking at 37.60% in August.
- Gaia exhibited fluctuating promotion depths, with some weeks showing high promotions and others relatively lower.
- Brands like Tooshies By Tom had varied promotion depths, but some weeks showed significant promotions.
- WaterWipes consistently remained competitive with several brands in terms of promotion depth.
WaterWipes Promotions and Brand Comparison at Woolworths & Coles
Besides displaying promotional depth across the market, ShopGrok’s Promotional Trends dashboard can also hone in on individual retailers to offer comparisons.
- Promotion Depth: Woolworths exhibited varying promotion depths for Curash, Gaia, Huggies, and WaterWipes across different weeks, whereas Coles maintained a consistent promotion depth for Huggies and WaterWipes.
- Promotion Count: The promotions at Woolworths covered a diverse range of products, featuring Curash, Gaia, Huggies, and WaterWipes. Coles focused on promoting Huggies and WaterWipes with varying product counts.
Brands’ Standout Performances and Retailer Dynamics
Each retailer adopted distinct strategies to engage parents in their baby wipe promotions:
- The promotion depth remained consistent across various brands at Big W, averaging around 17.88%. Brands at Big W found equilibrium between offering attractive deals and maintaining brand integrity.
- Brands at Chemist Warehouse showcased an average promotion depth of 18.58%, offering dependable baby wipes with alluring deals.
- Coles exhibited dynamic promotion strategies, ranging from an average depth of 21.45% to 26.43%. This diversity in promotions catered to a broad spectrum of preferences among parents.
- Woolworths’ promotion depths fluctuated between 24.60% and 31.64%, underscoring their commitment to delivering value to parents while embracing versatility in their promotions.
- Priceline’s promotion depth maintained stability, averaging around 19.09%, reiterating their dedication to providing parents with consistent incentives.
If you are a retailer, marketplace or brand looking for data-driven insights like these to better navigate your pricing, promotions or ranging strategy, reach out to us to see the tailored solutions ShopGrok offers to your retail vertical.