Woolworths targets baby formula in price war

FIRST it was roast chickens and $1 milk, then baguettes and tampons. Now Woolworths has opened a new front in the supermarket price war.

Woolworths has slashed the price of Karicare baby formula. Picture: Tim Marsden

WOOLWORTHS has slashed prices on baby products, in a bid to lure one of the most influential groups of shoppers: mums.

Karicare formula, Nature Babycare nappies, Eco Bottom Butter Oil and Curash wipes, cream and powder are among the products reduced this week, in a move the retailer says will save the average family about $320 a year.

It’s the latest front in the price blitz that sees the two major supermarkets going head to head in cuts to one product category after another.

First it was roast chickens, then bakery goods and feminine hygiene products — and of course there’s the long-running milk price war, which has had a disastrous impact on dairy farmers.

Woolworths Head of Buying Steve Donohue said the baby product reductions would be a $7.4 million annual investment for the retailer.

“Baby essential items are one of the main reasons why customers come into store and nappies make up a third of all supermarket trips by young families,” Mr Donohue said.

“Our customers have told us they want savings on the products they need regularly, which is why we’re continuing our price reductions across the baby product range.”

He said the supermarket chain had been lowering prices over the past year, with customers “thanking us for it”.

“We’ve seen an increase in a lot of areas where we’ve lowered prices, and baby was just next cab off the rank — we’ve got more to come.”

Woolworths is targeting mums like Kayla Zigic with its latest price cuts. Picture: Tim Marsden

While the four-can limit still applies to baby formula at Woolworths, Mr Donohue said customers would not have any problems getting their hands on the formula by Karicare, one of the most popular brands.

“Demand for formula has come off a bit with the changes to what you can and can’t ship out of Australia,” he said.

While lower prices hold an obvious appeal, events of this week have proven that there is an end point.

Coles and Woolworths customers have rallied in support of farmers saddled with massive debts by milk producers Murray Goulburn and Fonterra after the price of milk solids was slashed to below the cost of production.

The campaign to boycott cheap home brand milk quickly spiralled into a public relations disaster when the supermarkets started running low on branded products, with cries of sabotage followed by an unfortunate social media typo by Coles.

A spokesman for Coles said it had more than 65 products on every day low prices in the baby aisle, among 2500 reductions across stores.

Coles slashed the price of Huggies Bulk Nappies to $16 and Heinz 110g baby foods to $1.15 last year.

“We will continue to focus on providing great value on the products customers buy every week so that we can make a real difference to the cost of living for Australian households,” the spokesman said.

WOOLIES BABY ESSENTIALS

Curash Baby Wipes 240pk — reduced from $12.99 in Victoria, and $13.99 elsewhere, to $9

Curash Baby Nappy Rash Cream Medi 100g — reduced from $6.80 to $5.80

Curash Baby Anti Rash Powder 100g — reduced from $6.90 to $5.80

Eco Bottom Butter Oil 95ml — reduced from $12 to $10

New Beginnings Bamboo Nursing Pads 40pk — reduced from $7 to $6

Karicare Stage 3 900g — reduced from $17.95 to $16

Karicare Stage 4 900g — reduced from $19 to $16

Nature Babycare Nappies 18-31pk — reduced from $16.99 to $14

Nature Babycare Pants 18-31pk — reduced from $16.99 to $14

Once Upon A Time Baby Food 6mth 120g — reduced from $1.29 to $1.20

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