Making your way through the numerous diaper brands while pregnant can be overwhelming. As a new parent, I found myself in a similar predicament, until I came across the Kirkland brand from Costco. The confusion regarding diaper sizes and brand compatibility was soon replaced by relief. But a recent shift in manufacturers has led to a lot of disappointment amongst parents who swear by Kirkland diapers.
Interestingly, Kirkland is not an unknown entity in the world of diapers. A 2023 study by Everyday Health Group revealed that one in six parents use Kirkland diapers. This finding underlined the popularity of Kirkland diapers amongst parents. So, when the news broke out that Kirkland was changing its diaper manufacturer, it left many parents in shock.
The information about the change trickled out late last year. As expected, it led to numerous discussions and speculations amongst parents, especially on social media platforms. And now, the new variant of Kirkland diapers is available on Costco shelves. The natural question that arises is - what changed?
Here’s everything you need to be aware of regarding the change in supplier and what this implies for your baby’s diaper changing routine. Costco's Kirkland diapers, previously manufactured by Kimberly-Clark Corporation (the company behind Huggies), have now moved to First Quality, which is the firm behind Cuties diapers.
This shift became effective from January 2025. This move to First Quality was majorly due to Kimberly-Clark Corporation opting to move away from low-margin private label contracts to bolster their profit margins. A report by Bloomberg explains that the company is targeting higher-priced premium items under their own brand names.
How does this affect Costco and its customers? First Quality is ready to maximize its production capacity due to the switch, as per the Bloomberg report. Natalia Richer, an expert in personal hygiene products and the director of business development at Diaper Testing International, believes that First Quality and Kimberly-Clark are equally potent in delivering the required mix of absorbent materials to meet capacity targets.
She stated that she isn't concerned about First Quality not being able to meet Costco's absorbent core needs. However, as of the time of writing this article, Richer and her team haven't tested the new diapers yet. This leaves us with only the testimonials of parents to rely on for now.
The original Kirkland diapers were lauded for their excellent quality and affordability. They were priced at $44.99 for a box of 222 size 3 diapers. The new version of Kirkland's diapers cost the same as the older variant, but the testimonials suggest a decline in quality.
This information contrasts with the pricing of Huggies diapers, which cost about $58 for a box of 192 diapers and Cuties diapers that amount to around $32 for a box of 200. Costco, however, has not made any official statement regarding the price change for the diapers yet.
Moving on to what matters most - the response from parents. Among the reasons Kirkland diapers were loved for being leak-proof in the first place. But the new version seems to be hampering its reputation. Parents have expressed their disappointment and concerns over the thinness and lack of absorbency in the revamped diapers.
Some parents have even called the new diapers 'half the thickness'. Others have experienced issues with leakage from the sides. Testimonials on social media seem to suggest a significant dip in quality, with parents expressing their concern over the new variant’s thinness and lack of flexibility compared to its predecessor.
Parents also seem apprehensive about overnight usage of the new diaper, which they feel wouldn't be as reliable as the old version. Many might even return them to the store, given the dissatisfaction with the product.
Despite the mixed reviews, the new diapers are already on the Costco shelves across the country. There may still be some stock of the older version, but that will probably be phased out gradually. If you have concerns about the new Kirkland diapers not being up to standards, you could always try them and switch brands if they don't work for your baby.
Ultimately, the most crucial aspect of a diaper is its efficacy for your baby. Factors like absorption speed, dryness level during use, and holding capacity are key elements to consider when picking a diaper brand. And if you're thinking of sticking with Kirkland, or trying out a new brand, remember that the right one will keep your baby comfortable and fuss-free.
In case you’re still confused, here's a handy diaper guide to help you find a diaper brand that both you and your baby will love.