Target Up & Up Diapers Review 2026: Worth the Budget Price?
Review
Target's Up & Up diapers cost 30–40% less than Pampers. We test absorbency, fit and leak protection across sizes to find out if the savings are worth it in 2026.
Target's Up & Up diapers are one of the bestselling store-brand diapers in the US — and the formula has improved noticeably over the past two years. At roughly $0.13–0.17 per diaper, they're 30–40% cheaper than Pampers and Huggies. But cheaper doesn't mean better, and it doesn't always mean worse. Here's the honest review.
Price Per Diaper
| Size | Up & Up (regular) | Up & Up (Circle sale) | Pampers Baby-Dry | Savings vs Pampers |
|---|---|---|---|---|
| Size 1 | $0.13 | $0.11 | $0.19 | 32–42% |
| Size 2 | $0.14 | $0.12 | $0.20 | 30–40% |
| Size 3 | $0.15 | $0.13 | $0.22 | 32–41% |
| Size 4 | $0.17 | $0.14 | $0.25 | 32–44% |
| Size 5 | $0.19 | $0.16 | $0.28 | 32–43% |
| Size 6 | $0.21 | $0.17 | $0.31 | 32–45% |
Target Circle members can stack the RedCard 5% discount on top of sale prices, occasionally pushing Up & Up below $0.12/diaper in common sizes. Worth setting up price alerts on Target's app.
See current diaper prices across all retailers →
What's Actually Good About Up & Up
The materials have improved
The 2024 reformulation added a softer inner liner and better elastic leg cuffs. The old version (pre-2023) had a stiff, plasticky feel that left marks on chubby thighs. The current version is noticeably softer, though still not as plush as Pampers Swaddlers.
Wetness indicator (Size N–2)
Useful feature that disappears after Size 2 — same as most brands. A strip turns from yellow to blue when wet. Not revolutionary, but helpful in the newborn fog.
Availability
Every Target carries Up & Up in all sizes, and online orders qualify for free shipping with a $35 minimum or RedCard. No membership needed (unlike Costco).
Variety
Up & Up comes in standard tape diapers and training pants. The training pants are a solid, cheap option for early potty training.
Where Up & Up Falls Short
Overnight performance
This is the biggest limitation. In sizes 3 and up, Up & Up compresses during extended sleep and leaks at the sides. Parents using them overnight consistently report wet sheets after 6–7 hours. For nighttime use beyond Size 2, pair Up & Up daytime use with Pampers Baby-Dry or Huggies Overnites at night.
Blowout containment in newborns
The back waistband on Up & Up doesn't have the pocketed design of Huggies Little Snugglers or the triple leak guard of Pampers Swaddlers. For frequent blowout newborns (roughly the first 6 weeks), a name brand is the better call.
Fit for chunky thighs in Size 3+
The leg cuffs on Up & Up Size 3 and above are slightly narrow. Babies with full, chunky thighs sometimes get red marks or leak at the leg gaps. If you see leg-gap leaks, try Kirkland Signature or Huggies before assuming it's a sizing issue.
Up & Up vs the Competition
| Criteria | Up & Up | Kirkland | Pampers Baby-Dry | Huggies Snug & Dry |
|---|---|---|---|---|
| Price (Size 3) | $0.15 | $0.17 | $0.22 | $0.21 |
| Daytime absorbency | ★★★★☆ | ★★★★☆ | ★★★★★ | ★★★★☆ |
| Overnight absorbency | ★★☆☆☆ | ★★★☆☆ | ★★★★☆ | ★★★★☆ |
| Blowout containment | ★★★☆☆ | ★★★★☆ | ★★★★★ | ★★★★★ |
| Softness | ★★★☆☆ | ★★★★☆ | ★★★★★ | ★★★★☆ |
| Availability | ★★★★☆ | ★★☆☆☆ | ★★★★★ | ★★★★★ |
The Verdict
Up & Up is a genuinely good daytime diaper for babies 3 months and older. The price savings are real, the performance for everyday use is solid, and the improvement in materials since 2023 makes them competitive with mid-tier name brands.
Use them confidently during the day. Switch to a name brand overnight and for the first 6–8 weeks of newborn life.
If you buy at Target regularly, the Circle + RedCard combination makes Up & Up the cheapest mainstream diaper option in the US — cheaper per unit than Walmart Parent's Choice at regular price.
Buy Up&Up Diapers
Up&Up Diapers at Target — cheapest mainstream diaper with RedCard:
Stack savings: Target Circle + 5% RedCard = best mainstream deal in the US.
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