Paper Diaper Costs Reach Approx. 260,000 Yen by Graduation ── Detergent Brand Rinenna Launches 'Childcare Support Subscription' Delivering Cloth Diapers with 'Zero Risk to Try'

Heulie Inc. (CEO: Rie Hirashima), which operates the laundry detergent brand 'Rinenna', began offering the 'Childcare Support Subscription' in March 2026.

From the second delivery onwards, customers can freely change the delivered products from Rinenna's subscription product lineup.

Even if cloth diapers don't suit you, you can purchase all products at 15% to up to 20% OFF the main store price. It is a subscription service that provides total support for the 'laundry troubles' of child-rearing households.

Childcare Support Subscription URL: https://rinenna.jp/pages/childcare_support_subscription

Background: Unstoppable Price Hikes of Paper Diapers Hit Childcare Household Finances Directly

The price hikes of paper diapers are unstoppable. Kao's 'Merries' raised prices by about 10% in 2022, Daio Paper's 'GOO.N' by over 10% in April 2025, and P&G's 'Pampers' implemented a 4-6% price increase in August 2025. A price increase for acrylic acid, the raw material for paper diapers, has also been decided for April 2026, and further price increases are expected in the future.

According to the 'Baby Price Index' calculated by Yuki Endo of the Hamagin Research Institute, the inflation rate of baby-related products rose by +6.9% year-on-year, more than double the pace of the overall consumer price index (+3.2%). Looking at paper diapers alone, the cost until graduating from diapers (age 3) amounts to approximately 260,000 yen (calculated at an average of 240 yen per day x 365 days x 3 years).

* [Figure 1] Comparison of price increase rates of paper diaper manufacturers and the price index

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