Huggies
Kimberly-Clark
Integrate Huggies's brand intelligence and insights into your brand strategy
Request for information on BrandStack's brand intelligence solutions and insights.
Ready to Schedule a Quick Demo?
See BrandStack in Action
Learn how our marketing intelligence solutions can power your brand
What is BrandStack.ai?
BrandStack.ai is a brand intelligence platform trusted by leading global brands to drive brand growth across channels and markets. By delivering AI-powered brand insights and strategic market recommendations, BrandStack.ai helps brands strengthen brand performance across Search, Social, Video, Display, CTV / TV, Audio, and more.
Investment Recommendations
Targeted investment recommendations for Huggies, aimed at boosting brand interest, strengthening market presence, and accelerating brand growth.
| Category | Description | Markets |
|---|---|---|
|
Defend Brand Interest
|
Markets with high brand interest showing decline
|
21 DMAs
|
|
Emerging Market
|
Smaller markets showing strong growth potential
|
6 DMAs
5 States
|
|
Growth Opportunity
|
Mid-size markets with positive brand interest trends
|
18 DMAs
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
15 DMAs
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
36 DMAs
24 States
|
|
Monitor & Maintain
|
All other markets
|
112 DMAs
21 States
|
|
Turnaround Priority
|
Markets requiring immediate attention and improvement
|
2 DMAs
|
Brand Insights
Brand Insights reveal Huggies’s brand interest across U.S. regions, highlighting growth opportunities, market trends, and strategic focus areas.
Huggies shows stable performance with 0.7% average growth across 50 markets (42.1% avg brand interest), with positive growth in 29 of 50 markets
Top performing markets for Huggies demonstrate exceptional results in South Dakota (+35.9% growth, 53.0% brand interest, +14.0% brand interest change), Kansas (+20.0% growth, 48.0% brand interest, +8.0% brand interest change), and Arkansas (+18.4% growth, 45.0% brand interest, +7.0% brand interest change)
Huggies has 3 markets with high growth (>15%), 14 markets with moderate growth (5-15%), 19 stable markets (0-5%), and 14 declining markets
Notable high-growth markets for Huggies include Arkansas (+18.4% growth, 45.0% brand interest), Kansas (+20.0% growth, 48.0% brand interest), and South Dakota (+35.9% growth, 53.0% brand interest)
Competitive Insights
Competitive Insights analyze vast market data to pinpoint high-competition regions in the Diapers industry.
For Huggies, our benchmarks and BrandStack's AI powered algorithms reveal key insights to refine marketing strategies and boost brand interest across channels.
For Huggies, our benchmarks and BrandStack's AI powered algorithms reveal key insights to refine marketing strategies and boost brand interest across channels.
Huggies leads category performance with 0.7% average brand interest growth, particularly strong in Arkansas (+18.4%, 45.0% brand interest), Kansas (+20.0%, 48.0% brand interest), and South Dakota (+35.9%, 53.0% brand interest)
In high-growth markets, Huggies maintains an average brand interest of 48.7% with consistent performance across 3 markets
Huggies maintains market dominance with an average 44.7% brand interest across key markets: Arkansas (45.0% brand interest, +18.4% growth), Kansas (48.0% brand interest, +20.0% growth), and South Dakota (53.0% brand interest, +35.9% growth)
Pampers maintains market dominance with an average 62.6% brand interest across key markets: Alaska (57.0% brand interest, +50.0% growth), Montana (53.0% brand interest, +26.2% growth), and North Dakota (63.0% brand interest, +16.7% growth)
Investment Recommendations
Strategic recommendations for Huggies in the Diapers category, highlighting market opportunities and potential growth areas.
Based on comprehensive analysis of market share, growth trends, and competitive positioning across different markets.
Based on comprehensive analysis of market share, growth trends, and competitive positioning across different markets.
Defend Brand Interest
Markets with high brand interest showing decline
21
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Philadelphia PA | 2,735,885 | 33.0% | +0.0% | -5.7% |
| Atlanta GA | 2,358,268 | 38.0% | -5.0% | +0.0% |
| Houston TX | 2,346,370 | 42.0% | +2.4% | -2.3% |
| Minneapolis-St. Paul MN | 1,618,742 | 39.0% | +0.0% | -7.1% |
| Orlando-Daytona Beach-Melbourne FL | 1,562,123 | 38.0% | -2.6% | +0.0% |
| San Diego CA | 974,169 | 52.0% | -1.9% | +2.0% |
| San Antonio TX | 932,395 | 45.0% | -4.3% | +2.3% |
| West Palm Beach-Ft. Pierce FL | 781,625 | 45.0% | -4.3% | +9.8% |
Emerging Market
Smaller markets showing strong growth potential
6
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Wausau-Rhinelander WI | 166,302 | 52.0% | +40.5% | +8.3% |
| Abilene-Sweetwater TX | 101,957 | 60.0% | +39.5% | +66.7% |
| Portland OR | N/A | 58.0% | +13.7% | +11.5% |
| Lafayette LA | N/A | 43.0% | +10.3% | +19.4% |
| Columbus GA | N/A | 42.0% | +35.5% | +10.5% |
| Columbia SC | N/A | 35.0% | +45.8% | +9.4% |
Growth Opportunity
Mid-size markets with positive brand interest trends
18
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Greensboro-High Point-Winston Salem NC | 651,174 | 40.0% | +8.1% | +25.0% |
| New Orleans LA | 604,657 | 39.0% | +5.4% | +39.3% |
| Ft. Myers-Naples FL | 543,946 | 40.0% | +14.3% | +17.7% |
| Little Rock-Pine Bluff AR | 507,874 | 43.0% | +7.5% | +43.3% |
| Tulsa OK | 478,465 | 49.0% | +14.0% | +19.5% |
| Roanoke-Lynchburg VA | 401,623 | 39.0% | +21.9% | +8.3% |
| Flint-Saginaw-Bay City MI | 389,004 | 45.0% | +25.0% | +9.8% |
| Charleston-Huntington WV | 376,332 | 48.0% | +33.3% | +29.7% |
High Growth Priority
Large markets showing strong consistent growth
15
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| San Francisco-Oakland-San Jose CA | 2,282,025 | 52.0% | +8.3% | +8.3% |
| Sacramento-Stockton-Modesto CA | 1,321,830 | 53.0% | +6.0% | +12.8% |
| Raleigh-Durham (Fayetteville) NC | 1,134,769 | 37.0% | +15.6% | +5.7% |
| St. Louis MO | 1,104,541 | 39.0% | +8.3% | -9.3% |
| Indianapolis IN | 1,062,406 | 40.0% | +8.1% | +11.1% |
| Nashville TN | 1,028,315 | 46.0% | +4.6% | +12.2% |
| Baltimore MD | 1,011,542 | 29.0% | +11.5% | -12.1% |
| Kansas City MO | 897,204 | 49.0% | +8.9% | +16.7% |
Maintain & Optimize
Stable markets with consistent performance
36
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Los Angeles CA | 5,137,519 | 50.0% | +0.0% | +0.0% |
| Boston MA-Manchester NH | 2,284,647 | 35.0% | +0.0% | +6.1% |
| Phoenix AZ | 1,882,206 | 47.0% | +2.2% | +0.0% |
| Seattle-Tacoma WA | 1,862,467 | 53.0% | +1.9% | +6.0% |
| Tampa-St. Petersburg (Sarasota) FL | 1,820,474 | 44.0% | +2.3% | +2.3% |
| Albuquerque-Santa Fe NM | 634,260 | 48.0% | +0.0% | +4.4% |
| Providence RI-New Bedford MA | 584,232 | 39.0% | +2.6% | +5.4% |
| Knoxville TN | 492,492 | 47.0% | +2.2% | +2.2% |
Monitor & Maintain
All other markets
112
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Chicago IL | 3,189,842 | 46.0% | +4.6% | +9.5% |
| Dallas-Ft. Worth TX | 2,676,555 | 44.0% | +7.3% | +4.8% |
| Washington DC (Hagerstown MD) | 2,303,268 | 37.0% | +2.8% | +8.8% |
| Detroit MI | 1,704,780 | 47.0% | +0.0% | +9.3% |
| Denver CO | 1,577,435 | 48.0% | +2.1% | +11.6% |
| Miami-Ft. Lauderdale FL | 1,514,454 | 37.0% | +5.7% | +8.8% |
| Cleveland-Akron (Canton) OH | 1,366,130 | 39.0% | +2.6% | +8.3% |
| Charlotte NC | 1,164,592 | 35.0% | +2.9% | +9.4% |
Turnaround Priority
Markets requiring immediate attention and improvement
2
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,799,390 | 35.0% | -2.8% | -12.5% |
| Pittsburgh PA | 1,033,947 | 41.0% | +2.5% | -10.9% |
Brand Insights
Brand Insights for Huggies in the Diapers category provide in-depth analysis of the brand's performance, market positioning, and growth opportunities.
These insights are derived from comprehensive data analysis, covering areas such as market share, growth trends, and competitive dynamics.
These insights are derived from comprehensive data analysis, covering areas such as market share, growth trends, and competitive dynamics.
Huggies shows challenging performance with -4.1% average growth across 156 markets (40.2% avg brand interest), with positive growth in 71 of 156 markets
Top performing markets for Huggies demonstrate exceptional results in Columbia SC (+45.8% growth, 35.0% brand interest, +11.0% brand interest change), Wausau-Rhinelander WI (+40.5% growth, 52.0% brand interest, +15.0% brand interest change), and Abilene-Sweetwater TX (+39.5% growth, 60.0% brand interest, +17.0% brand interest change)
Huggies has 21 markets with high growth (>15%), 27 markets with moderate growth (5-15%), 39 stable markets (0-5%), and 69 declining markets
Notable high-growth markets for Huggies include Abilene-Sweetwater TX (+39.5% growth, 60.0% brand interest), Baton Rouge LA (+18.5% growth, 32.0% brand interest), and Billings, MT (+30.9% growth, 55.0% brand interest)
Huggies maintains strong brand interest positions in key markets: Albany-Schenectady-Troy NY (40.0% brand interest, -2.0% change), Anchorage AK (49.0% brand interest, -51.0% change), and Atlanta GA (38.0% brand interest, -2.0% change)
Huggies shows positive brand interest momentum in 71 markets, notably in Abilene-Sweetwater TX (+17.0% brand interest), Baton Rouge LA (+5.0% brand interest), Billings, MT (+13.0% brand interest)
Huggies demonstrates strong market momentum with combined growth and brand interest gains in key markets: Abilene-Sweetwater TX (+39.5% growth, +17.0% gain, 60.0% current brand interest), Baton Rouge LA (+18.5% growth, +5.0% gain, 32.0% current brand interest), and Billings, MT (+30.9% growth, +13.0% gain, 55.0% current brand interest)
Huggies successfully defends strong market positions while maintaining brand interest growth in Abilene-Sweetwater TX (maintained 60.0% brand interest, +39.5% growth), Baton Rouge LA (maintained 32.0% brand interest, +18.5% growth), and Billings, MT (maintained 55.0% brand interest, +30.9% growth)
In large markets, Huggies shows steady growth with moderate brand interest: Atlanta GA (-5.0% decline, 38.0% brand interest) and New York NY (-2.8% decline, 35.0% brand interest)
In medium markets, Huggies shows steady growth with moderate brand interest: Albany-Schenectady-Troy NY (-4.8% decline, 40.0% brand interest) and Buffalo NY (-9.8% decline, 37.0% brand interest)
In small markets, Huggies shows significant decline with moderate brand interest: Albany GA (-100.0% decline, 0.0% brand interest) and Anchorage AK (-51.0% decline, 49.0% brand interest)
Huggies maintains dominant market position with >35% brand interest in key markets: Albany-Schenectady-Troy NY (40.0% brand interest, -4.8% change) and Anchorage AK (49.0% brand interest, -51.0% change)
Huggies achieves significant brand interest gains in Abilene-Sweetwater TX (+17.0% brand interest growth, now at 60.0%) and Baton Rouge LA (+5.0% brand interest growth, now at 32.0%)
Huggies shows accelerating brand interest growth in Abilene-Sweetwater TX (+39.5% growth, 60.0% brand interest) and Baton Rouge LA (+18.5% growth, 32.0% brand interest)
Huggies maintains stable brand interest performance in mature markets: Albany-Schenectady-Troy NY (-4.8% decline, 40.0% brand interest) and Atlanta GA (-5.0% decline, 38.0% brand interest)
Huggies faces growth challenges in historically strong markets: Albany-Schenectady-Troy NY (-4.8% decline, 40.0% brand interest) and Anchorage AK (-51.0% decline, 49.0% brand interest)
Competitive Insights
Competitive Insights showcase how Huggies performs against competitors across different markets.
These insights are generated by analyzing competitive performance data across hundreds of thousands of data points.
Each insight highlights specific market opportunities and challenges where Huggies can focus its competitive strategy.
Each insight highlights specific market opportunities and challenges where Huggies can focus its competitive strategy.
Pampers shows market leadership with -2.6% average brand interest growth and notable strength in Albany GA (+40.9%, 100.0% brand interest), Burlington VT-Plattsburgh NY (+17.5%, 67.0% brand interest), and Eugene OR (+26.8%, 52.0% brand interest)
In high-growth markets, Pampers maintains an average brand interest of 74.9% with consistent performance across 15 markets
Huggies maintains market dominance with an average 44.6% brand interest across key markets: Abilene-Sweetwater TX (60.0% brand interest, +39.5% growth), Baton Rouge LA (32.0% brand interest, +18.5% growth), and Billings, MT (55.0% brand interest, +30.9% growth)
Pampers maintains market dominance with an average 63.2% brand interest across key markets: Albany GA (100.0% brand interest, +40.9% growth), Burlington VT-Plattsburgh NY (67.0% brand interest, +17.5% growth), and Eugene OR (52.0% brand interest, +26.8% growth)
Pampers dominates in 75 of 145 key battleground markets against Huggies, notably in Albany GA (0.0% vs 100.0% brand interest), Albany-Schenectady-Troy NY (40.0% vs 60.0% brand interest), and Atlanta GA (38.0% vs 62.0% brand interest)
Huggies successfully defends market leadership positions while maintaining brand interest growth in Abilene-Sweetwater TX (maintained 60.0% brand interest, +39.5% growth), Baton Rouge LA (maintained 32.0% brand interest, +18.5% growth), and Billings, MT (maintained 55.0% brand interest, +30.9% growth)
Pampers successfully defends market leadership positions while maintaining brand interest growth in Albany GA (maintained 100.0% brand interest, +40.9% growth), Burlington VT-Plattsburgh NY (maintained 67.0% brand interest, +17.5% growth), and Eugene OR (maintained 52.0% brand interest, +26.8% growth)
Huggies emerges as competitive challenger to Pampers with superior brand interest growth rates in Baton Rouge LA (+18.5% vs -6.8% growth), Birmingham AL (+29.7% vs -17.5% growth), and Charleston-Huntington WV (+33.3% vs -18.8% growth)
Pampers demonstrates competitive strength with 168 high brand interest markets and 15 high-growth markets, notably in Abilene-Sweetwater TX (40.0% brand interest, -29.8% growth), Alexandria LA (39.0% brand interest, -61.0% growth), and Amarillo TX (63.0% brand interest, -37.0% growth)
Huggies demonstrates competitive strength with 146 high brand interest markets and 19 high-growth markets, notably in Albany-Schenectady-Troy NY (40.0% brand interest, -4.8% growth), Anchorage AK (49.0% brand interest, -51.0% growth), and Atlanta GA (38.0% brand interest, -5.0% growth)
Major market competition: Huggies and Pampers show significant brand interest performance differences in key markets: Atlanta GA (Huggies: -5.0%, Pampers: +3.3%) and San Antonio TX (Huggies: -4.3%, Pampers: +3.8%)
Close brand interest competition between Huggies and Pampers in Bakersfield CA (48.0% vs 52.0%) and Chico-Redding CA (48.0% vs 52.0%)
Huggies maintains strong brand interest position in key markets: Birmingham AL (48.0% brand interest, +29.7% growth), Norfolk-Portsmouth-Newport News VA (38.0% brand interest, +15.2% growth), and Raleigh-Durham (Fayetteville) NC (37.0% brand interest, +15.6% growth)
Pampers maintains strong brand interest position in key markets: Atlanta GA (62.0% brand interest, +3.3% growth), Harrisburg-Lancaster-Lebanon-York PA (62.0% brand interest, +3.3% growth), and Las Vegas NV (53.0% brand interest, +1.9% growth)
Huggies shows market leadership with -0.9% average brand interest growth and notable strength in Abilene-Sweetwater TX (+66.7%, 60.0% brand interest), Birmingham AL (+23.1%, 48.0% brand interest), and Cedar Rapids-Waterloo-Iowa City & Dubuque IA (+25.0%, 35.0% brand interest)
In high-growth markets, Huggies maintains an average brand interest of 48.0% with consistent performance across 31 markets