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Dan Weil
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New parents can save on baby products
by switching to store brands.
NEW YORK – Four million babies are born every year in the U.S., adding a new
segment of products to the shopping list and a new set of expenses for the household.
To unburden the family budget, a new pricing survey of items commonly purchased in
baby’s first year of life shows store brands can offer significant savings for the new
moms and dads.
The research, conducted by the Private Label Manufacturers Association, assembled a
market basket focused entirely on the essential goods that parents will use day-to-day
as well as in caring for baby’s health. Such products – enumerated by several parenting
publications – range from common supplies like diapers, lotions, soap and shampoos,
to health care items like cold medicine and thermometers. Food alone can add close to
$2,000 to the grocery bill during baby’s first year, according to the USDA.
While all these items are available as national brands, the PLMA study found store
brand alternatives can save shoppers on average more than 25% and up to 35% for
some products. For example, according to the survey, the national brand temple-scan
thermometer cost $55.99 while the store brand offering was only $35.99. Parents can
save over 25% on essential products like diapers, formula and baby oil. While saving
$20 on one product is helpful in the short term, the routine purchases can add far more
to expenses over time, and the savings with store brand products help considerably.
(more)
630 Third Avenue, New York, NY 10017 ● Telephone: (212) 972-3131 Fax: (212) 983-1382 Website: www.plma.com
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Shoppers can say thanks for store brands savings
For every category in the study, a leading national brand product was compared to a
similar store brand product and prices were adjusted to account for all known
discounts, coupons and promotions available for each of the four shopping visits in the
study.
Typical Store Brand vs. National Brand Market Basket Comparison
Baby Supplies
Baby Acetaminophen
Baby Food (finger)
Baby Ibuprofen
Baby Oil
Baby Powder
Baby Shampoo
Baby Soap
Baby Wipes
Cotton Swabs
Diaper Rash Cream
Electrolyte Juice
Formula Powder
Moisturizing Lotion
Nutritional Drink
Teething Gel
Temple Thermometer
AVG MARKET BASKET TOTAL
National Brand
Unit Price
$7.99
$3.39
$10.49
$6.79
$7.29
$4.99
$5.29
$3.79
$4.99
$5.29
$6.79
$27.99
$5.29
$12.49
$7.79
$55.99
$176.64
Store Brand
Unit Price
$6.79
$2.27
$8.49
$4.99
$4.79
$3.99
$3.69
$3.29
$4.19
$4.59
$5.29
$18.29
$3.59
$9.79
$4.99
$35.99
$141.49
Prices shown are averages based on weekly shopping trips conducted over a 4-week period
from 4/15-5/15. All prices are net after known discounts, coupons and/or promotions.
The Private Label Manufacturers Association is the industry trade association devoted
exclusively to store brands. Founded in 1979, PLMA today represents 3,300 companies
who are involved in the manufacture and distribution of store brand products. The
products supplied by PLMA members include food, beverages, snacks, health and
beauty aids, over-the-counter drugs, household cleaners and chemicals, outdoor and
leisure products, auto aftercare and general merchandise.
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For information about store brands or to arrange an interview with PLMA President Brian
Sharoff, contact PLMA’s press representative at (212) 972-3131.