Costco's Kirkland Signature diapers have recently undergone a significant change, much to the surprise and concern of parents across the country. The new diapers are now manufactured by First Quality, the company responsible for producing Cuties diapers. This transition comes as Kimberly-Clark Corporation shifts its strategy away from low-margin private label contracts. As of earlier this month, the revamped diapers are officially available on shelves in Costco warehouses nationwide.
The original Kirkland diapers were well-regarded for their high quality and affordability, priced at $44.99 for a box of 222 size 3 diapers. The new version maintains the same price point but has raised eyebrows due to notable changes in design and material. According to a 2023 study by Everyday Health Group, one in six parents utilize Kirkland diapers, underscoring their popularity among families.
Parents have begun to notice that the new Kirkland diapers are "flatter and not as padded as the old one," as stated by a user named yabishtiff1 on social media. Additionally, many have pointed out that the new diapers are half the thickness of their predecessors. This change has raised concerns regarding absorbency and comfort, with some parents expressing disappointment over the new design.
The inside of the old Kirkland diapers featured a bendy and stretchy material that many found comfortable and effective for overnight wear. The newly introduced diapers significantly differ, leading some parents to conclude that they may not be suitable for overnight use. One parent remarked, “the old one is so much thicker and the new one is so thin, I feel like my kids are going to pee right through these,” reflecting a common sentiment among users.
In response to these concerns, another Community mom commented, “so far almost every poop has leaked out the sides," indicating issues with the new product's performance. Despite the complaints, First Quality is preparing to ramp up production capacity to meet anticipated demand, suggesting confidence in their ability to supply a popular product.
Natalia Richer, a personal hygiene products expert, noted that both First Quality and Kimberly-Clark are capable of providing absorbent materials suitable for diaper production. However, she also mentioned that the new diapers have not yet been tested by her team at Diaper Testing International, leaving some questions about their performance unresolved.
The shift in manufacturer has caught many parents off guard, with social media platforms buzzing with mixed reactions. While some have expressed their frustration and disappointment over the new product’s performance, others remain hopeful that First Quality will refine the design in response to customer feedback.
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