Shrinkflation Hits Israeli Parents as Diaper Counts Drop by Up to 16%

A silent and infuriating wave of price hikes is once again hitting the pockets of parents in Israel. While shelf prices of basic consumer goods appear stable, baby care and diaper companies continue to implement shrinkflation—reducing the number of diapers inside packages without lowering the financial price accordingly.

Additional Shrinkage by Kimberly-Clark

Consumer goods giant Kimberly-Clark has recently carried out another round of reductions in Israel's bestselling diaper brand, Huggies Freedom Dry, according to a report by Ynet. This marks the second round of cuts within just a year, following a similar reduction carried out in 2025.

Data analysis shows that in the current cut, between one and four diapers are removed from each package, representing a reduction of up to 11% in quantity. Factoring in the previous downsizing from 2025, this represents a cumulative reduction of up to 16% in the number of diapers per package.

For example, the Huggies Freedom Dry Size 4+ pack, which previously contained 38 diapers and was reduced last year to 36, now contains only 32 diapers—completing a 16% cut. The Size 3 pack, which previously contained 48 units, now holds just 42 units, a cumulative drop of 12.5%.

"The change in the product is communicated transparently and as required on the front of the packaging. The consumer price is determined solely by the retailer," Kimberly-Clark stated in response.

Industry-Wide Reductions

Because the price of the packages in discount supermarket chains has remained stable at around 42 to 45 shekels, the practical meaning for parents is a sharp real price increase of about 18% to 19% per individual diaper. This wave of cuts in absorbent products is not sparing other brands and competitors in the market:

• Huggies Extra Care: The company's premium brand also suffered reductions in sizes 3 through 6.

• Titulim Premium: The budget brand saw its Size 4 to Size 6 packages reduced by 3% to 6%.

• Pampers (Procter & Gamble): The Pampers Baby-Dry series underwent a 6% to 8% reduction across all sizes last July.

• Baby sitter (DPL) and the private label 'Bambino': Implemented reductions of about 5% in most sizes.