Store-brand diapers used to be an obvious compromise — cheaper, but you knew it. That's much less true today, and Target's Up & Up line is a frequent example of a store brand that many parents use without complaint. The real question isn't "are they as good as Pampers?" but "are they good enough for your baby, at a price that saves you real money?" Here's an honest, research-based way to think about it.
What store-brand diapers actually are
Store brands like Up & Up are typically manufactured to a spec set by the retailer, and the gap with premium national brands has narrowed considerably over the years. They generally hit the basics — absorbent core, a wetness liner, refastenable tabs, leg cuffs — at a lower price point. What you're usually trading off versus a top-tier line is some of the "extra soft" feel, certain premium-line features, and the brand's specific fit shape.
Where they compete well
For many babies, a store brand like Up & Up performs perfectly fine for everyday daytime use: it holds normal output, fits reasonably, and costs less per diaper. Plenty of parents run store brand by day and reserve a premium overnight diaper for the long stretch — a sensible cost split.
Where they sometimes fall short
The two places store brands most often lose to premium lines are overnight absorbency and fit on an outlier body shape. If your baby is very slim, very chunky, or a heavy overnight wetter, a premium line's specific cut or larger overnight core may simply work better. That's not universal — it's baby-specific.
The honest cost math
The savings are real but worth quantifying rather than assuming. Compare price per diaper of Up & Up against the national brand within the same size, including any subscription or coupon discounts on the name brand, since those can narrow the gap. Across the full diapering window, even a modest per-diaper saving on your highest-use sizes (1 and 2) adds up to a meaningful number.
How to test it without risk
Don't switch your whole supply on faith. Buy one pack of Up & Up in your current size and run it for a few days against your usual brand, watching for the only things that matter: leaks, blowouts, red marks, and skin reaction. If it holds up, you've found ongoing savings; if it doesn't, you're out one pack, not a month's supply. (Regardless of brand, the AAP's diaper-rash guidance is the reference for keeping skin healthy. (AAP – HealthyChildren.org, Diaper Rash))
Frequently asked questions
Are Up & Up diapers as good as Pampers or Huggies?
For everyday use, many parents find them good enough at a lower price. The most common gaps are overnight absorbency and fit on unusual body shapes.
Will switching to a store brand cause more leaks?
Not necessarily — it depends on fit and your baby's output. Test one pack before committing so you know for sure.
Is it cheaper enough to bother?
Usually yes on high-use sizes, but check price per diaper against discounted name-brand prices to confirm the real gap before stocking up. For general newborn skin care, the AAP's bathing and skin-care hub is a useful companion read. (AAP – HealthyChildren.org, Bathing & Skin Care)