Upgrade for Pampers Sensitive Wipes

Available now, the new Pampers Sensitive Wipes have added glycerine for increased moisturisation, along with improved softness.

The baby care and kids wipes category is worth a huge £178m in the UK, so there is a huge opportunity for retailers to capitalise on.

Pampers has a 22.1% share of this category, worth £39m and is by far the consumers’ favourite brand when it comes to nappies and baby wipes. Most mums in the UK are not willing to compromise on nappy performance or the well being of their baby and recognise that Pampers is also 100% committed to quality.

Babies experience the world through touch, so Pampers has developed a wipe so that mums can be sure their babies are being touched with something as gentle as cotton wool and water.

Paul Lettice, Trade Communications Manager at Procter & Gamble comments: “Pampers is inspired by babies and their mums’ needs, the key is to marry these needs with the best technology available and make sure these fulfil the requirements of the retailers.

“As market leaders, we are committed to bringing new innovation to the category as quickly as it is validated to ensure that babies and mums nationwide can reap maximum benefit from the comfort and cleanliness that our wipes provide.”

“We expect the new Pampers Sensitive Wipes to drive incremental sales in store, particularly with parents that are looking for a wipe they can rely on. Retailers can use their ShelfHelp guide, which incorporates hints and standards that are easy to implement, to merchandise and make the most of their baby category.”