How Is Pampers Meeting The Challenges Of The Baby Product Market?

Example of a pampers product.
Photo:
Toiletries & Cosmetics Wholesaler

Pampers is an American brand of baby products. Owned by Procter and Gamble, it is one of the older and more established brands on the baby product market. They’re known for their use of ad campaigns.

We wanted to learn what we could find out about Pamper’s grip on the baby products market. To get a better idea, we ran 2 186 reviews of their product Pampers Wipes through the Gavagai AI. This is what we found out!

What does the data tell us?

The topic “skin” correlates with an increase of 1,07 / 5 in the average grade. It holds a fairly high occurrence-rate at 14%. In 65% of the times it was mentioned in connection with “sensitive”.

“Soft” also correlates with positivity, increasing average grades when mentioned from 3,41/ 5 to 4,58 / 5. It is often mentioned in connection to “durable” and “gentle”.

A topic that is not driving positivity is “packaging”. Its mention correlates with a decrease in grade by 0,99 / 5. It is often used in connection to “open” and “top”. Also worth noting is that its correlation to good grades has decreased drastically since 2016. During the same period of time, the topic’s occurrence went up.

The data seems to show us a combination of topics that belong together, that is “cut”, “scissor” and “open”. The topics are often mentioned in combination with each other and with “packaging”. All three have, comparatively, very negative grade correlations.

The topic “resealable” correlates with a decrease in average grade from 3,47 / 5 to 2,17 / 5 when it is mentioned. It is often used in connection with “packaging” and “sticker”.

What can we tell from this?

At an average score of 3,41 / 5 on amazon, the wipes are doing just ok review wise. It seems like the wipes themselves are performing well. “Skin” and “sensitive” are correlating with increases in the average grade.

The topics that are making reviewers give worse reviews when they’re mentioned are all related to packaging. Our data points to that some reviewers are not liking that the packaging has to be cut open and can’t be resealed. 

To meet the wishes of its customers, Pampers and other wipe manufacturers should have resealable packaging in mind.

Want to try this kind of analysis on your own data?

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