Huggies Diaper Packs Shrink in Israel, Raising Per-Diaper Costs
Translated & summarized from Vesty by baba
Kimberly-Clark has reduced the number of diapers in Huggies Freedom Dry and Huggies Extra Care packs in Israel, leading to higher per-diaper costs for consumers. This follows similar reductions by the company last year and affects the country's best-selling diaper brand. Other brands, including Pampers and private labels, have also seen package size decreases. Kimberly-Clark stated that changes are clearly marked on packaging and retailers set the final price, while some consumers have complained about leakage issues with a new premium Huggies product.
The story in 5 lines · by baba
- Huggies diaper packs in Israel have been reduced in size by 1-4 diapers without a price drop.
- The cost per Huggies diaper has increased by 18-19% over the past two years.
- The brand is Israel's best-selling, with some packs losing up to 16% of their contents.
- Other brands like Pampers and private labels have also reduced diaper counts in their packages.
- Kimberly-Clark stated changes are clearly marked on packaging and retailers set prices.
Kimberly-Clark has again reduced the number of Huggies Freedom Dry diapers in its packaging, with packs now containing one to four fewer diapers without a proportional price decrease. This follows a similar reduction by the manufacturer last year for Huggies Freedom Dry and Huggies Extra Care.
Retailers were informed in advance of the latest change, which they describe as a disguised price hike, as the cost per diaper increases. Over two years, the brand, reportedly Israel's best-selling, has seen up to a 16% reduction in package contents. For example, a size 4+ pack went from 38 diapers to 36, and now to 32, increasing the cost per diaper by 18-19%.
The changes are not yet widely apparent to consumers, as older stock remains in stores. Huggies Freedom Dry packs currently range from 41.90 to 53.90 shekels, with package sizes decreasing by 4-11% depending on the size. A size 3 pack, for instance, now contains 42 diapers, down from 48 two years ago.
Huggies Extra Care packs have also shrunk by 5-9% across most sizes, with prices rising. Only newborn, size 1, and size 2 packs remain unchanged. The premium "Titulim" brand also saw reductions, except for sizes 2 and 3.
Kimberly-Clark declined to comment on these changes. In July 2026, Procter & Gamble also reduced Pampers Baby-Dry packs by 6-8%, removing two diapers from sizes 3 through 6 without lowering prices. Pampers Premium Care size 1 packs are down by four diapers, or 8%.
Other brands affected include Babysitter diapers from DPL (Neopharm), which decreased by about 5% roughly six months ago, and the "Shufersal" Bambino private label made by the same manufacturer. Private labels from "Rami Levy" and "Super-Pharm's" Life, along with Babysitter Premium, have not changed.
Kimberly-Clark launched a new thin premium diaper, Huggies Free Feel, sold exclusively at "Super-Pharm," which competes with Pampers. These packs are smaller and more expensive, ranging from 38.90 to 64.90 shekels. Some consumers report leakage issues despite claims of 12-hour absorbency. A mother of a two-year-old told Ynet that her daughter's pants became wet multiple times, attributing it to the diaper's inability to hold moisture, even with the correct size. Kimberly-Clark stated that product changes are clearly indicated on the packaging and that retailers determine the final consumer price.
