Super-Pharm’s New Diapers Not as Cheap as You Think

Chain not living up to its commitment to charge 30% less than competitors.

Super-Pharm.
Nir Kafri

Drugstore chain Super-Pharm unveiled last week diapers under its store brand Life, coupled with a commitment to sell them for 30% less than leading competitors, Huggies and Pampers.

But only a week later, it emerges that the chain is not standing up to its commitment.

Super-Pharm had stated that Life Babies diapers would have a list price of 42.90 shekels ($12.45) for a package of 52 diapers. The chain also offered 7-shekel coupons, cutting the price to consumers to 35.90 shekels, but it recently removed that coupon from its mobile app.

The high price of diapers was one of the many costs of raising children cited by demonstrators in the cost-of-living protests in 2011.

Currently the chain is offering a three-pack of moist wipes along with every diaper purchase. Yet Huggies Jeans, the premium brand of diapers from Holga Kimberly, are being sold at Super-Pharm for 49.90 shekels a package. This means the Life Babies diapers cost only 14% less. Huggies Freedom diapers are being sold for 90 shekels for five packages of 20 diapers, which works out to 45 shekels for 52 diapers − only slightly more than the price of Life Babies diapers. At some branches, Huggies and Pampers are even being sold for less than Life Babies diapers.

Super-Pharm stated in response: “Super-Pharm committed that the price of Life Babies would always be lowest in the premium diapers category, and the list price we set is 30% less than the list price for Huggies and Pampers. Even when the other premium brands run sales, Life Babies will still be cheaper. We’re already offering sales on the diapers … such that the cost is 30 shekels.”