Huggies and Other Diaper Brands Shrink Pack Sizes in Israel, Raising Prices
Translated & summarized from Cursorinfo by baba
Israeli consumers are experiencing "shrinkflation" as Kimberly-Clark reduces the number of diapers in Huggies Freedom Dry, Huggies Extra Care, and "Titulim" brand packages by up to 11% without lowering prices. This effectively increases the cost per diaper for families, with some sizes seeing an 18-19% rise compared to last year. The company claims changes are marked, while retailers set final prices. Competitor Procter & Gamble made similar reductions to Pampers Baby-Dry.
The story in 5 lines · by baba
- Kimberly-Clark reduced diaper counts in Huggies and other brands in Israel by up to 11%.
- Diaper pack prices remain the same, increasing the effective cost for consumers.
- Some families face an 18-19% price increase for diapers compared to last year.
- Competitor Procter & Gamble also reduced sizes in its Pampers Baby-Dry line.
- Kimberly-Clark states packaging changes are marked and denies setting retail prices.
Israeli consumers are facing a new wave of "shrinkflation," a marketing tactic where manufacturers reduce product quantity or volume while maintaining the same retail price. This trend is now significantly impacting young parents, as Kimberly-Clark has reduced the number of diapers in its flagship Huggies Freedom Dry brand packaging. Depending on the size, one to four fewer diapers are now included, representing a volume decrease of up to 11%. The price per box has remained unchanged, effectively increasing the cost for consumers.
For example, a popular size 4+ Huggies diaper pack now contains 32 diapers instead of the previous 36. Considering last year's packaging, which held 40 or 38 diapers, the effective price increase for families reaches 18-19%. Similar reductions have affected other Kimberly-Clark product lines, including the premium Huggies Extra Care and the budget-friendly "Titulim" brand, with package sizes decreasing by 3-9%.
Kimberly-Clark stated that these changes are clearly marked on the front of the packaging and emphasized that retailers, not the manufacturer, determine the final retail prices. This move follows a similar action by competitor Procter & Gamble, which previously reduced the size of its Pampers Baby-Dry diaper packages by 6-8%.
