Private Label Baby Product Sales Rising, PLMA Says

Dollar sales of private label baby products are increasing as high prices continue to impact consumers, according to the Private Label Manufacturers Association (PLMA).

According to Circana data from PLMA’s Unify+ business intelligence tool, dollar sales of private label baby wipes increased 11.1% to $634 million and disposable diaper dollar sales rose 10% to $646 million in all outlets for the 52 weeks ending Aug. 13. PLMA cited Kroger’s Simple Truth baby wipes, Walmart’s Parent’s Choice baby wipes, Amazon’s Mama Bear wipes and Topco’s Tippy Toes diapers as success stories in the category. 

The year-over-year increases signal strong private label growth in the baby care segment ahead of the 2023 PLMA Private Label Trade Show, scheduled for Nov. 12-14 at the Donald E. Stephens Convention Center in Chicago, Ill.

“The Private Label Trade Show is the premier event for baby care essentials,” said PLMA President Peggy Davies. “It’s the place to discover all the must-have products for shoppers with babies and young children.” 

With more than 1,600 exhibiting companies and 5,000 attendees, the show is the largest event for store brands in North America. Along with baby care products, the 2023 show will feature wine and spirits; shelf-stable groceries; plant-based foods, beverages; fresh, frozen and refrigerated products; organic; foodservice products; beauty and cosmetics, pet care, personal and self-care, household and laundry, OTC pharmaceuticals, vitamins and supplements, paper and plastics, kitchenware, general merchandise and many other categories.