A group of parents has expressed dissatisfaction with recent changes to Costco Wholesale Corp.’s Kirkland Signature diapers following the company’s decision to switch manufacturers for this popular product. This discontent is epitomized by a TikTok video, which has garnered nearly 100,000 likes, criticizing the new diapers as being “paper-thin.” Such feedback underscores the challenges retailers face when heavily relying on lower-priced store brands to attract cost-conscious consumers.
Brands like Costco’s Kirkland can foster strong customer loyalty and are often more profitable for the parent company. However, any alterations to well-loved products can prompt significant backlash. As of a recent report, hundreds of customers had posted one-star reviews of the diapers on Costco’s website.
First Quality, a company based in Great Neck, New York, known for producing Cuties diapers and other items, has recently replaced Kimberly-Clark Corp. as the manufacturer for Costco’s diapers, according to Bloomberg News. Costco, which does not disclose information about its manufacturing partners, is currently rolling out the diapers across its more than 600 stores in the United States.
Sylve Rosen-Bernstein, an advertising professional from Queens, New York, previously opted for Kirkland diapers due to their cost efficiency and bulk purchase options. However, following the change in manufacturers, Rosen-Bernstein noticed that her 11-month-old son experienced discomfort due to leaks in the diaper material, causing him to wake up early.
Costco’s assistant general merchandising manager for health and beauty, Lucas Stanuch, acknowledged customer feedback regarding the thinness of the new diapers. He emphasized that the design was intentional, explaining that the evolution of diapers has seen them become increasingly thinner, with a focus on maintaining or improving absorption capacity. This trend extends to feminine hygiene products, and Costco seeks to lead in this innovation.
Despite receiving complaints on social media even before the new diapers were officially available, often addressing the previous version still on shelves, Costco has not identified any manufacturing defects with the new diapers and has no plans to change suppliers. The company anticipates completing the transition of supply in the coming months.
The diapers are now more densely packed in the new packaging, enhancing sustainability and shipping efficiency. Stanuch suggested that removing the diapers from the packaging and allowing them to expand overnight can be beneficial.
Not all feedback has been negative, with some Reddit users and customer reviews noting no difference or even appreciating the more compact design. Conversely, Soraya Al-Khoury, a teacher from the Seattle metropolitan area, found the new version less absorbent and its shape less accommodating for her baby. Her family plans to switch to Pampers after using up their current stock of Kirkland diapers.
An employee from a Midwest Costco store reported a slight increase in returns of the Kirkland diapers, primarily due to quality concerns, though historically returns have been linked to sizing issues. Stanuch noted an increase in returns but observed that these usually occur during product changes, and returns have begun to normalize.
Costco is communicating with both former and current diaper suppliers regarding each complaint. The retailer verifies the purchased item and examines production samples to ensure quality expectations are met. Employees are advising customers to reconsider the diapers or adjust the size, which might help with leaks. Recently, Costco uploaded a video on its website explaining the diaper features.
In recent years, U.S. consumers have gravitated toward lower-cost store brands to economize, prompting retailers to focus on increasing the diversity and quality of these products. Against a backdrop of cautious consumer spending, private-label products have become crucial for retailers looking to boost sales and capture market share.
Kirkland has significantly contributed to Costco’s growth, known for its dynamic range of large-sized products. The store brand, which generates billions in sales annually, offers items ranging from tequila to toilet paper and is generally priced at least 20% below national brands. It is not uncommon for Costco to change suppliers for Kirkland products, and the company rigorously tests all its offerings.
