Shopping in the baby products aisle can offer big savings for those on a budget, research suggests.
Everything from cotton wool balls to wet wipes, soap and talcum powder are cheaper when sold as baby products.
In fact eight out of ten comparable items cost less on the baby aisle, according to a money saving website. And the savings can be significant – sometimes as much as 80 percent.
Stores are keen to tempt parents with new babies through their doors by offering attractive prices in the hope of capturing their loyalty over the long term.
Young families are often struggling with heavy bills when a baby arrives and are particularly cost-conscious.
Most will also be spending a lot of money on other related products such as disposable nappies.
By contrast other shoppers generally would not even visit the baby products aisle and would therefore be unaware of any price discrepancies.
The research by money saving website Voucherbox.co.uk, reviewed mostly own-brand baby products sold alongside equivalent own-brand regular products.
Voucherbox general manager, Marco Piu, said: "It seems unreasonable that there is such a big variation in prices between baby and regular products. We can only imagine the reason stores do this is to attract cost-conscious parents.
"Of course a shopper without children wouldn’t even think to look in the baby aisle, cost-conscious or not.
"This is proof it’s worth checking other aisles for better deals before making your purchase."