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