Lupilu by Lidl is the most purchased private-label nappy brand in Italy according to the NIQ Consumer Panel
Lupilu by Lidl is the most purchased private-label nappy brand in Italy according to the NIQ Consumer Panel
- Information
According to the analysis of the NielsenIQ Consumer Panel, referring to the year ending 12 July 2026, the Lupilu line by Lidl has established itself as the most purchased nappy brand in large-scale retail in Italy among private-label brands.
The data confirming Lupilu's position as the most purchased private-label nappy brand in Italy was collected by NIQ through barcode tracking via mobile app. Every purchasing decision made by the “panel members” was recorded by analysing various factors, including price, any promotions and the retailer, thus providing an accurate and representative overview of purchasing behaviour in the sector.
The private label for babies and children
Consumer trust in Lidl and its private-label brands, recognised for their quality, value for money and innovation, has grown over the years, confirming the strength of its organisational model and the brand's continued expansion throughout the country.
Products under the Lupilu brand meet customers' desire to access a complete range for infant care and wellbeing characterised by quality, gentleness on the skin and value for money. The range reflects parents' changing needs, combining high performance standards, safety and a fair price. More specifically, the Lupilu nappy range is broad and structured in different formats and sizes to accompany the child's growth, ensuring maximum comfort and daily protection.
The comment
Maria Lovecchio, chief merchandising officer at Lidl Italia, states: “This achievement confirms that uncompromising quality can and must be accessible to everyone. With Lupilu, we have shown that protecting families' purchasing power does not mean asking them to give up safety and high performance when caring for their children. The data tells us that consumers are increasingly attentive and informed, and reward transparency and reliability: we want to continue to stand by their side, offering concrete, simple and reliable solutions, and it is precisely to them that we will continue to respond every day with facts, not compromises”.
This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.
