Where Are Pampers Underjams?

Posted by admin

May 20, 2008

There has been a lot of talk lately about the entrance of Pampers Underjams into the bedwetting product market. Will the new product by the maker of Pampers be able to “hold up” where the same type of product by Luvs (Sleepdrys) failed years earlier.

Competition For Retail Space

In every grocery and retail store, there is finite space for products, and diapers for older children have traditionally held a very small segment of that important real estate. Now, however, when you walk down the aisle you notice right away that Goodnites for Boys have several slots allocated to them (S/M and L/XL, both briefs and bedwetting boxers, as well as regular and mega packs). For girls it is the same: Goodnites underpants take up 4 stacks of retail slots at least by themselves. Usually located nearby, you will find a generic store brand of bedwetting underpants such as OverNites, SleepNites, SleepOvers, or similar generic brand.

Now enter Pampers Underjams

Where Do They Go?

In visiting stores to see where they have placed Pampers Underjams on the shelves, it is clear that retailers aren’t quite sure where they go. The problem is this: Kimberly Clark, the maker of GoodNites, in establishing GoodNites as the #1 brand of bedwetting underpants, has pretty much taken over the section of the aisle that contains GoodNites, and is surrounded by their Pull-Ups training pants. Where does this leave Underjams?

In all the stores we have seen, UnderJams are located quite a bit away from GoodNites, sometimes as far away as baby wipes. This is good for Kimberly Clark, bad for Pampers, because there is little chance of a parent deciding to switch to UnderJams or try them out as an alternative to GoodNites. In order to successfully compete, Pampers Underjams will need to be placed closer to GoodNites on the shelves, which could mean Pampers may have to buy premium end-cap placement in many of the biggest stores.

The Bottom Line

If you are looking to try new Pampers Underjams for your child, look through the whole baby aisle, and not just near GoodNites. They are easy to miss (small package) and are more than likely located a fair distance away from their compeditor.

Pampers Underjams