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Investment Recommendations

Targeted investment recommendations for Huggies, aimed at boosting brand interest, strengthening market presence, and accelerating brand growth.
Category Description Markets
Growth Opportunity
Mid-size markets with positive brand interest trends
61 DMAs 33 States
High Growth Priority
Large markets showing strong consistent growth
41 DMAs 6 States
Maintain & Optimize
Stable markets with consistent performance
47 DMAs 5 States
Turnaround Priority
Markets requiring immediate attention / improvement
61 DMAs 6 States

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 2.3% average growth across 51 markets (42.4% avg brand interest), with positive growth in 26 of 51 markets
Top performing markets for Huggies demonstrate exceptional results in Vermont (+100.0% growth, 34.0% brand interest, +34.0% change), Delaware (+43.5% growth, 33.0% brand interest, +10.0% change), and Montana (+24.4% growth, 51.0% brand interest, +10.0% change)
Huggies has 4 markets with high growth (>15%), 8 markets with moderate growth (5-15%), 20 stable markets (0-5%), and 19 declining markets
Notable high-growth markets for Huggies include Delaware (+43.5% growth, 33.0% brand interest), Montana (+24.4% growth, 51.0% brand interest), and Vermont (+100.0% growth, 34.0% 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.
Huggies demonstrates category leadership at state level with 2.3% average brand interest growth, showing exceptional performance in Delaware (+43.5%, 33.0% brand interest), Montana (+24.4%, 51.0% brand interest), and Vermont (+100.0%, 34.0% brand interest)
In high-growth state markets, Huggies maintains an average brand interest of 42.2% with consistent performance across 4 markets
In direct competition, Huggies outperforms Pampers with 19.2 percentage point brand interest advantage across 51 shared markets: Alabama (gap: 16.0% brand interest, 4.1% growth), Alaska (gap: 10.0% brand interest, 8.0% growth), and Arkansas (gap: 12.0% brand interest, 12.0% growth)
In select markets, Pampers outperforms Huggies despite weaker overall growth (-0.2% vs +2.3% overall): Alabama (Pampers leads: 58.0% share, +1.8% growth vs Huggies: 42.0%, -2.3%), Alaska (Pampers leads: 55.0% share, +3.8% growth vs Huggies: 45.0%, -4.3%), and Arkansas (Pampers leads: 56.0% share, +5.7% growth vs Huggies: 44.0%, -6.4%)

Investment Recommendations

For Q3 and Q4 2025

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.

Growth Opportunity

Mid-size markets with positive brand interest trends
61 Markets
Market Approx.
Digital-First Households
Current Brand Interest QoQ Change YoY Change
Los Angeles CA 4,962,377 51.0% +0.0% +6.3%
Chicago IL 3,081,097 45.0% +0.0% +7.1%
Philadelphia PA 2,642,616 35.0% +2.9% +9.4%
Dallas-Ft. Worth TX 2,585,309 44.0% +2.3% +15.8%
Washington DC (Hagerstown MD) 2,224,748 37.0% -5.1% +12.1%
Boston MA-Manchester NH 2,206,762 37.0% +5.7% +23.3%
San Francisco-Oakland-San Jose CA 2,204,229 52.0% -1.9% +10.6%
Seattle-Tacoma WA 1,798,974 55.0% +3.8% +10.0%

High Growth Priority

Large markets showing strong consistent growth
41 Markets
Market Approx.
Digital-First Households
Current Brand Interest QoQ Change YoY Change
New York NY 6,567,593 40.0% +11.1% +21.2%
Minneapolis-St. Paul MN 1,563,558 41.0% +7.9% +7.9%
Orlando-Daytona Beach-Melbourne FL 1,508,869 42.0% +10.5% +10.5%
Baltimore MD 977,058 35.0% +16.7% +2.9%
Salt Lake City UT 975,902 64.0% +8.5% +4.9%
San Diego CA 940,959 55.0% +7.8% +12.2%
Hartford & New Haven CT 862,036 43.0% +10.3% +19.4%
Grand Rapids-Kalamazoo-Battle Creek MI 663,876 44.0% +7.3% +10.0%

Maintain & Optimize

Stable markets with consistent performance
47 Markets
Market Approx.
Digital-First Households
Current Brand Interest QoQ Change YoY Change
Cleveland-Akron (Canton) OH 1,319,557 39.0% +0.0% +2.6%
Omaha NE 384,022 37.0% +2.8% +0.0%
Harlingen-Weslaco-Brownsville-McAllen TX 342,950 51.0% +2.0% +4.1%
Duluth MN-Superior WI 148,546 0.0% +0.0% +0.0%
Monroe LA-El Dorado AR 147,849 33.0% +0.0% +0.0%
Beaumont-Port Arthur TX 143,616 54.0% +1.9% +0.0%
Rochester MN-Mason City IA-Austin MN 129,362 43.0% +0.0% +0.0%
Bangor ME 120,853 46.0% +0.0% +0.0%

Turnaround Priority

Markets requiring immediate attention / improvement
61 Markets
Market Approx.
Digital-First Households
Current Brand Interest QoQ Change YoY Change
Atlanta GA 2,277,873 37.0% -7.5% -2.6%
Houston TX 2,266,381 41.0% -6.8% -2.4%
Phoenix AZ 1,818,040 49.0% +0.0% -5.8%
Detroit MI 1,646,663 45.0% -2.2% +4.7%
Portland OR 1,086,232 57.0% -1.7% +3.6%
Indianapolis IN 1,026,188 38.0% -9.5% +2.7%
Pittsburgh PA 998,699 38.0% -5.0% -13.6%
Nashville TN 993,259 43.0% -8.5% +4.9%

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.
Huggies shows stable performance with 4.5% average growth across 209 markets (35.6% avg brand interest), with positive growth in 79 of 209 markets
Top performing markets for Huggies demonstrate exceptional results in Charlottesville VA (+122.2% growth, 100.0% brand interest, +55.0% change), Abilene-Sweetwater TX (+100.0% growth, 46.0% brand interest, +46.0% change), and Bangor ME (+100.0% growth, 46.0% brand interest, +46.0% change)
Huggies has 36 markets with high growth (>15%), 23 markets with moderate growth (5-15%), 70 stable markets (0-5%), and 80 declining markets
Notable high-growth markets for Huggies include Abilene-Sweetwater TX (+100.0% growth, 46.0% brand interest), Amarillo TX (+64.3% growth, 46.0% brand interest), and Augusta GA (+21.9% growth, 50.0% brand interest)
Huggies demonstrates strong market momentum with combined growth and brand interest gains in key markets: Abilene-Sweetwater TX (+100.0% growth, +46.0% gain, 46.0% current brand interest), Amarillo TX (+64.3% growth, +18.0% gain, 46.0% current brand interest), and Augusta GA (+21.9% growth, +9.0% gain, 50.0% current brand interest)
Huggies successfully defends strong market positions while maintaining brand interest growth in Abilene-Sweetwater TX (maintained 46.0% brand interest, +100.0% growth), Amarillo TX (maintained 46.0% brand interest, +64.3% growth), and Augusta GA (maintained 50.0% brand interest, +21.9% growth)
In large markets, Huggies shows steady growth with moderate brand interest: Atlanta GA (-7.5% growth, 37.0% brand interest) and Columbus OH (-4.9% growth, 39.0% brand interest)
In medium markets, Huggies shows slight decline with moderate brand interest: Austin TX (-8.2% growth, 45.0% brand interest) and Birmingham AL (-12.5% growth, 42.0% brand interest)
In small markets, Huggies shows strong growth with moderate brand interest: Albany GA (-8.6% growth, 32.0% brand interest) and Baton Rouge LA (-22.9% growth, 27.0% brand interest)
Huggies achieves significant brand interest gains in Abilene-Sweetwater TX (+46.0% brand interest growth, now at 46.0%) and Amarillo TX (+18.0% brand interest growth, now at 46.0%)
Huggies shows accelerating brand interest growth in Abilene-Sweetwater TX (+100.0% growth, 46.0% brand interest) and Amarillo TX (+64.3% growth, 46.0% brand interest)
Huggies maintains stable brand interest performance in mature markets: Cedar Rapids-Waterloo-Iowa City & Dubuque IA (-3.2% growth, 30.0% brand interest) and Charleston-Huntington WV (-4.3% growth, 45.0% brand interest)
Huggies faces growth challenges in historically strong markets: Albany GA (-8.6% growth, 32.0% brand interest) and Atlanta GA (-7.5% growth, 37.0% brand interest)
Huggies performance in major markets: Atlanta GA (-7.5% growth, 37.0% brand interest, 2.7M TVHH), Columbus OH (-4.9% growth, 39.0% brand interest, 1.0M TVHH), and Detroit MI (-2.2% growth, 45.0% brand interest, 1.9M TVHH)
Huggies shows positive brand interest growth in markets representing 44.2% of total TVHH coverage
Huggies maintains strong brand interest positions (>30% share) in key markets: Albany GA (32.0% brand interest, -3.0% change), Atlanta GA (37.0% brand interest, -3.0% change), and Austin TX (45.0% brand interest, -4.0% change)

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.
Huggies demonstrates category leadership at dma level with 4.5% average brand interest growth, showing exceptional performance in Abilene-Sweetwater TX (+100.0%, 46.0% brand interest), Amarillo TX (+64.3%, 46.0% brand interest), and Augusta GA (+21.9%, 50.0% brand interest)
In high-growth dma markets, Huggies maintains an average brand interest of 53.8% with consistent performance across 36 markets
In direct competition, Huggies outperforms Pampers with 26.2 percentage point brand interest advantage across 209 shared markets: Albany GA (gap: 36.0% brand interest, 13.2% growth), Atlanta GA (gap: 26.0% brand interest, 12.5% growth), and Austin TX (gap: 10.0% brand interest, 16.0% growth)
In select markets, Pampers outperforms Huggies despite weaker overall growth (-3.2% vs +4.5% overall): Albany GA (Pampers leads: 68.0% share, +4.6% growth vs Huggies: 32.0%, -8.6%), Atlanta GA (Pampers leads: 63.0% share, +5.0% growth vs Huggies: 37.0%, -7.5%), and Austin TX (Pampers leads: 55.0% share, +7.8% growth vs Huggies: 45.0%, -8.2%)
Huggies successfully defends market leadership positions while maintaining brand interest growth in Abilene-Sweetwater TX (maintained 46.0% brand interest, +100.0% growth), Amarillo TX (maintained 46.0% brand interest, +64.3% growth), and Augusta GA (maintained 50.0% brand interest, +21.9% growth)
Pampers successfully defends market leadership positions while maintaining brand interest growth in Abilene-Sweetwater TX (maintained 54.0% brand interest, +100.0% growth), Clarksburg-Weston WV (maintained 100.0% brand interest, +100.0% growth), and Eugene OR (maintained 58.0% brand interest, +23.4% growth)
Huggies maintains strong brand interest position in key markets: Baltimore MD (35.0% brand interest, +16.7% growth), Charlotte NC (36.0% brand interest, +2.9% growth), and Dallas-Ft. Worth TX (44.0% brand interest, +2.3% growth)
Pampers maintains strong brand interest position in key markets: Cincinnati OH (66.0% brand interest, +3.1% growth), Columbus OH (61.0% brand interest, +3.4% growth), and Detroit MI (55.0% brand interest, +1.9% growth)
Pampers dominates head-to-head competition against Huggies in 106 of 142 shared DMA markets, with superior brand interest in key battlegrounds: Albany GA (68.0% vs 32.0% brand interest), Atlanta GA (63.0% vs 37.0% brand interest), and Austin TX (55.0% vs 45.0% brand interest)
Huggies emerges as competitive threat to Pampers with superior growth momentum (+4.5% vs -3.2%) across contested markets: Albany-Schenectady-Troy NY (Huggies: +7.5% growth vs Pampers: -5.0% growth), Amarillo TX (Huggies: +64.3% growth vs Pampers: -25.0% growth), and Augusta GA (Huggies: +21.9% growth vs Pampers: -15.2% growth)
Pampers demonstrates competitive strength with 169 high brand interest dma markets and 24 high-growth dma markets, notably in Albany-Schenectady-Troy NY (57.0% brand interest, -5.0% growth), Amarillo TX (54.0% brand interest, -25.0% growth), and Augusta GA (50.0% brand interest, -15.2% growth)
Huggies demonstrates competitive strength with 162 high brand interest dma markets and 36 high-growth dma markets, notably in Albany GA (32.0% brand interest, -8.6% growth), Atlanta GA (37.0% brand interest, -7.5% growth), and Austin TX (45.0% brand interest, -8.2% growth)
Huggies maintains validated market dominance (>35% brand interest) across 34 key markets where it leads all competitors: Idaho Falls-Pocatello ID (57.0% brand interest, validated dominance), Monterey-Salinas CA (53.0% brand interest, validated dominance), and Portland OR (57.0% brand interest, validated dominance)
Pampers maintains validated market dominance (>35% brand interest) across 139 key markets where it leads all competitors: Albany-Schenectady-Troy NY (57.0% brand interest, validated dominance), Amarillo TX (54.0% brand interest, validated dominance), and Bakersfield CA (52.0% brand interest, validated dominance)
Major market competition: Huggies and Pampers show significant brand interest performance differences in key markets: Atlanta GA (Huggies: -7.5%, Pampers: +5.0%) and Columbus OH (Huggies: -4.9%, Pampers: +3.4%)
Close brand interest competition between Huggies and Pampers in highly contested markets: Bluefield-Beckley-Oak Hill WV (0.0% vs 0.0%) and Great Falls MT (0.0% vs 0.0%)

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What You'll Get:

Market Performance Insights
Comprehensive brand insights for Huggies to help you understand your current performance and uncover hidden opportunities.
Competitive Landscape
Detailed benchmarking against top competitors so you can spot gaps, trends, and areas to dominate.
Growth Opportunities
Tailored, data-backed strategies designed to drive faster, smarter expansion across key markets.
Multi-Channel Marketing Integration
Seamless support across 14+ digital channels - including Search, Social, Display, Email, Video, TV/CTV, Audio, and more - to unify and scale your campaigns effectively.
Actionable Recommendations
You won't just get data - you'll get clear next steps to improve ROI and outpace the competition.