Huggies Cuts Diaper Count Again, Raising Real Costs for Parents
Translated & summarized from Ice by baba
Huggies has reduced the number of diapers in its packaging for the second time in a year, increasing the real cost per diaper for Israeli parents. This "shrinkflation" practice, where package contents decrease while price remains stable, is also being adopted by other major diaper brands like L'il Critters and Pampers. Kimberly-Clark claims changes are transparent and retailers set the final price.
The story in 5 lines · by baba
- Huggies has again reduced the number of diapers per package in Israel, increasing costs for parents.
- This "shrinkflation" represents a cumulative decrease of up to 16% in diaper count over two years.
- The real price per diaper has increased by approximately 18-19% due to stable packaging prices.
- Competitors like L'il Critters and Pampers are also reducing diaper quantities in their packages.
- Huggies' parent company states changes are transparent and retailers control final pricing.
Huggies, a leading diaper brand in Israel, has once again reduced the number of diapers in its packaging without lowering the price, a practice known as "shrinkflation." This is the second such reduction by parent company Kimberly-Clark within a year, following a similar cut in 2025. The latest reduction removes one to four diapers per pack, representing up to an 11% decrease in quantity. When combined with the previous reduction, some packages have seen a cumulative decrease of up to 16% in diaper count.
For example, Huggies Freedom Dry size 4+ packs, which previously contained 38 diapers and were reduced to 36 last year, now hold only 32. Similarly, size 3 packs went from 48 diapers to 42. With package prices remaining stable at around 42-45 shekels, this translates to a real-term price increase of approximately 18-19% per individual diaper for parents.
This trend is not limited to Huggies. Other major diaper brands in Israel are also implementing similar reductions. Huggies Extra Care premium brand has seen cuts of up to 4 diapers per pack. L'il Critters Premium has reduced quantities by 3-6%, and Pampers Baby-Dry packs were reduced by 6-8% in July. Even private labels like Bambino have seen about a 5% reduction. Additionally, Huggies launched a new premium line, Huggies Free Feel, which contains fewer diapers per pack (24-40) and has already drawn complaints online regarding leaks.
Kimberly-Clark stated in response that the product changes are communicated transparently on the packaging and that the final price to consumers is determined solely by retailers.
