Huggies
Kimberly-Clark
Integrate Huggies's brand intelligence and insights into your brand strategy
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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 |
|---|---|---|
|
Growth Opportunity
|
Mid-size markets with positive brand interest trends
|
63 DMAs
26 States
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
48 DMAs
8 States
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
32 DMAs
5 States
|
|
Turnaround Priority
|
Markets requiring immediate attention / improvement
|
67 DMAs
11 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 challenging performance with -1.8% average growth across 51 markets (44.1% avg brand interest), with positive growth in 16 of 51 markets
Top performing markets for Huggies demonstrate exceptional results in Montana (+18.4% growth, 58.0% brand interest, +9.0% change), Maine (+16.7% growth, 42.0% brand interest, +6.0% change), and North Dakota (+15.0% growth, 46.0% brand interest, +6.0% change)
Huggies has 3 markets with high growth (>15%), 6 markets with moderate growth (5-15%), 17 stable markets (0-5%), and 25 declining markets
Notable high-growth markets for Huggies include Maine (+16.7% growth, 42.0% brand interest), Montana (+18.4% growth, 58.0% brand interest), and North Dakota (+15.0% growth, 46.0% 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.
Pampers demonstrates category leadership at state level with 2.6% average brand interest growth, showing exceptional performance in Alaska (+47.2%, 53.0% brand interest), District of Columbia (+19.3%, 68.0% brand interest), and Idaho (+35.5%, 42.0% brand interest)
In high-growth state markets, Pampers maintains an average brand interest of 57.0% with consistent performance across 4 markets
In direct competition, Pampers outperforms Huggies with 17.2 percentage point brand interest advantage across 51 shared markets: California (gap: 18.0% brand interest, 16.2% growth), Delaware (gap: 32.0% brand interest, 14.0% growth), and Florida (gap: 12.0% brand interest, 4.1% growth)
In select markets, Huggies outperforms Pampers despite weaker overall growth (-1.8% vs +2.6% overall): California (Huggies leads: 59.0% share, +7.3% growth vs Pampers: 41.0%, -8.9%), Delaware (Huggies: +9.7% growth vs Pampers: -4.3% growth), and Florida (Huggies: +2.3% growth vs Pampers: -1.8% 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.
Growth Opportunity
Mid-size markets with positive brand interest trends
63
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 38.0% | +5.6% | +8.6% |
| Los Angeles CA | 4,962,377 | 54.0% | +1.9% | +8.0% |
| Chicago IL | 3,081,097 | 48.0% | +0.0% | +9.1% |
| Philadelphia PA | 2,642,616 | 37.0% | -2.6% | +12.1% |
| Dallas-Ft. Worth TX | 2,585,309 | 46.0% | +4.6% | +9.5% |
| Atlanta GA | 2,277,873 | 43.0% | +2.4% | +7.5% |
| Houston TX | 2,266,381 | 44.0% | -2.2% | +7.3% |
| Washington DC (Hagerstown MD) | 2,224,748 | 40.0% | -7.0% | +11.1% |
High Growth Priority
Large markets showing strong consistent growth
48
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Raleigh-Durham (Fayetteville) NC | 1,096,084 | 40.0% | +11.1% | +21.2% |
| Nashville TN | 993,259 | 45.0% | +7.1% | +4.7% |
| San Diego CA | 940,959 | 57.0% | +9.6% | +9.6% |
| Kansas City MO | 866,618 | 49.0% | +8.9% | +8.9% |
| Columbus OH | 865,632 | 48.0% | +11.6% | +20.0% |
| West Palm Beach-Ft. Pierce FL | 754,979 | 48.0% | +14.3% | +2.1% |
| Las Vegas NV | 739,704 | 52.0% | +10.6% | +6.1% |
| Harrisburg-Lancaster-Lebanon-York PA | 656,472 | 41.0% | +7.9% | +5.1% |
Maintain & Optimize
Stable markets with consistent performance
32
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Detroit MI | 1,646,663 | 49.0% | +2.1% | +4.3% |
| Jacksonville FL | 671,993 | 43.0% | +0.0% | +0.0% |
| Grand Rapids-Kalamazoo-Battle Creek MI | 663,876 | 48.0% | +2.1% | -2.0% |
| New Orleans LA | 584,044 | 36.0% | +2.9% | -2.7% |
| Colorado Springs-Pueblo CO | 327,871 | 52.0% | +2.0% | +2.0% |
| El Paso TX | 315,971 | 48.0% | +2.1% | +2.1% |
| Paducah KY-Cape Girardeau MO-Harrisburg-Mount Vernon IL | 313,880 | 38.0% | +2.7% | +2.7% |
| Ft. Wayne IN | 242,556 | 47.0% | +4.4% | -4.1% |
Turnaround Priority
Markets requiring immediate attention / improvement
67
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Boston MA-Manchester NH | 2,206,762 | 36.0% | -2.7% | +0.0% |
| Denver CO | 1,523,659 | 48.0% | -2.0% | +2.1% |
| Orlando-Daytona Beach-Melbourne FL | 1,508,869 | 41.0% | -4.7% | +2.5% |
| Miami-Ft. Lauderdale FL | 1,462,825 | 37.0% | -2.6% | +2.8% |
| San Antonio TX | 900,609 | 48.0% | -2.0% | +0.0% |
| Cincinnati OH | 810,849 | 35.0% | -12.5% | +0.0% |
| Greenville-Spartanburg SC-Asheville NC-Anderson SC | 805,248 | 38.0% | +2.7% | -13.6% |
| Oklahoma City OK | 631,839 | 43.0% | -10.4% | +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.
These insights are derived from comprehensive data analysis, covering areas such as market share, growth trends, and competitive dynamics.
Huggies shows strong performance with 11.5% average growth across 209 markets (40.8% avg brand interest), with positive growth in 99 of 209 markets
Top performing markets for Huggies demonstrate exceptional results in Wheeling WV-Steubenville OH (+830.0% growth, 93.0% brand interest, +83.0% change), Monroe LA-El Dorado AR (+820.0% growth, 46.0% brand interest, +41.0% change), and Sherman TX-Ada OK (+336.4% growth, 48.0% brand interest, +37.0% change)
Huggies has 35 markets with high growth (>15%), 37 markets with moderate growth (5-15%), 49 stable markets (0-5%), and 88 declining markets
Notable high-growth markets for Huggies include Abilene-Sweetwater TX (+87.0% growth, 86.0% brand interest), Augusta GA (+27.8% growth, 46.0% brand interest), and Beaumont-Port Arthur TX (+80.0% growth, 63.0% brand interest)
Huggies demonstrates strong market momentum with combined growth and brand interest gains in key markets: Abilene-Sweetwater TX (+87.0% growth, +40.0% gain, 86.0% current brand interest), Augusta GA (+27.8% growth, +10.0% gain, 46.0% current brand interest), and Beaumont-Port Arthur TX (+80.0% growth, +28.0% gain, 63.0% current brand interest)
Huggies successfully defends strong market positions while maintaining brand interest growth in Abilene-Sweetwater TX (maintained 86.0% brand interest, +87.0% growth), Augusta GA (maintained 46.0% brand interest, +27.8% growth), and Beaumont-Port Arthur TX (maintained 63.0% brand interest, +80.0% growth)
In large markets, Huggies shows modest growth with moderate brand interest: Atlanta GA (+2.4% growth, 43.0% brand interest) and Charlotte NC (+2.8% growth, 37.0% brand interest)
In medium markets, Huggies shows modest growth with moderate brand interest: Ft. Myers-Naples FL (+19.6% growth, 55.0% brand interest) and Greensboro-High Point-Winston Salem NC (+21.6% growth, 45.0% brand interest)
In small markets, Huggies shows strong growth with moderate brand interest: Abilene-Sweetwater TX (+87.0% growth, 86.0% brand interest) and Augusta GA (+27.8% growth, 46.0% brand interest)
Huggies maintains dominant market position with >35% brand interest in key markets: Abilene-Sweetwater TX (86.0% brand interest, +87.0% growth), Augusta GA (46.0% brand interest, +27.8% growth), and Beaumont-Port Arthur TX (63.0% brand interest, +80.0% growth)
Huggies achieves significant brand interest gains in Abilene-Sweetwater TX (+40.0% brand interest growth, now at 86.0%), Augusta GA (+10.0% brand interest growth, now at 46.0%), and Beaumont-Port Arthur TX (+28.0% brand interest growth, now at 63.0%)
Huggies shows accelerating brand interest growth in Abilene-Sweetwater TX (+87.0% growth, 86.0% brand interest) and Augusta GA (+27.8% growth, 46.0% brand interest)
Huggies demonstrates emerging brand interest strength in Binghamton NY (+100.0% growth, 6.0% brand interest) and Columbus-Tupelo-West Point MS (+20.0% growth, 6.0% brand interest)
Huggies maintains stable brand interest performance in mature markets: Albany-Schenectady-Troy NY (-2.2% growth, 45.0% brand interest) and Birmingham AL (-4.3% growth, 44.0% brand interest)
Huggies faces growth challenges in historically strong markets: Albany-Schenectady-Troy NY (-2.2% growth, 45.0% brand interest) and Albuquerque-Santa Fe NM (-17.3% growth, 43.0% brand interest)
Huggies performance in major markets: Baltimore MD (-7.9% growth, 35.0% brand interest, 1.1M TVHH), Boston MA-Manchester NH (-2.7% growth, 36.0% brand interest, 2.6M TVHH), and Cleveland-Akron (Canton) OH (-2.3% growth, 42.0% brand interest, 1.6M TVHH)
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.
Huggies demonstrates category leadership at dma level with 11.5% average brand interest growth, showing exceptional performance in Abilene-Sweetwater TX (+87.0%, 86.0% brand interest), Augusta GA (+27.8%, 46.0% brand interest), and Beaumont-Port Arthur TX (+80.0%, 63.0% brand interest)
In high-growth dma markets, Huggies maintains an average brand interest of 53.6% with consistent performance across 35 markets
Huggies shows strong momentum with 11.5% average brand interest growth across key dma markets: Wheeling WV-Steubenville OH (+830.0% growth, +83.0% brand interest), Monroe LA-El Dorado AR (+820.0% growth, +41.0% brand interest), and Sherman TX-Ada OK (+336.4% growth, +37.0% brand interest)
Huggies captured additional brand interest in 72 dma markets, averaging +17.2% brand interest growth in key growth dma
Pampers shows strong momentum with 8.5% average brand interest growth across key dma markets: Wausau-Rhinelander WI (+390.0% growth, +39.0% brand interest), Wichita Falls TX & Lawton OK (+383.3% growth, +46.0% brand interest), and Utica NY (+108.3% growth, +52.0% brand interest)
Pampers captured additional brand interest in 67 dma markets, averaging +26.3% brand interest growth in key growth dma
In direct competition, Huggies outperforms Pampers with 31.1 percentage point brand interest advantage across 207 shared markets: Albany GA (gap: 92.0% brand interest, 169.1% growth), Albany-Schenectady-Troy NY (gap: 10.0% brand interest, 4.0% growth), and Albuquerque-Santa Fe NM (gap: 14.0% brand interest, 36.1% growth)
In select markets, Pampers outperforms Huggies despite weaker overall growth (+8.5% vs +11.5% overall): Albany GA (Pampers leads: 96.0% share, +77.8% growth vs Huggies: 4.0%, -91.3%) and Albuquerque-Santa Fe NM (Pampers leads: 57.0% share, +18.8% growth vs Huggies: 43.0%, -17.3%)
Huggies successfully defends market leadership positions while maintaining brand interest growth in Abilene-Sweetwater TX (maintained 86.0% brand interest, +87.0% growth), Augusta GA (maintained 46.0% brand interest, +27.8% growth), and Beaumont-Port Arthur TX (maintained 63.0% brand interest, +80.0% growth)
Pampers successfully defends market leadership positions while maintaining brand interest growth in Albany GA (maintained 96.0% brand interest, +77.8% growth), Albuquerque-Santa Fe NM (maintained 57.0% brand interest, +18.8% growth), and Alexandria LA (maintained 92.0% brand interest, +100.0% growth)
Huggies maintains strong brand interest position in key markets: Atlanta GA (43.0% brand interest, +2.4% growth), Austin TX (51.0% brand interest, +4.1% growth), and Charlotte NC (37.0% brand interest, +2.8% growth)
Pampers maintains strong brand interest position in key markets: Baltimore MD (65.0% brand interest, +4.8% growth), Birmingham AL (56.0% brand interest, +3.7% growth), and Boston MA-Manchester NH (64.0% brand interest, +1.6% growth)
Pampers dominates head-to-head competition against Huggies in 127 of 161 competitive DMA markets, with superior brand interest in key battlegrounds: Albany GA (96.0% vs 4.0% brand interest), Albany-Schenectady-Troy NY (55.0% vs 45.0% brand interest), and Albuquerque-Santa Fe NM (57.0% vs 43.0% brand interest)
Huggies emerges as competitive threat to Pampers with superior growth momentum (+11.5% vs +8.5%) across contested markets: Abilene-Sweetwater TX (Huggies leads: 86.0% share, +87.0% growth vs Pampers: 14.0%, -74.1%), Amarillo TX (Huggies: +9.1% growth vs Pampers: -4.5% growth), and Atlanta GA (Huggies: +2.4% growth vs Pampers: -1.7% growth)
Pampers demonstrates competitive strength with 101 high brand interest dma markets and 40 high-growth dma markets, notably in Wichita Falls TX & Lawton OK (58.0% brand interest, +383.3% growth), Wausau-Rhinelander WI (49.0% brand interest, +390.0% growth), and Utica NY (100.0% brand interest, +108.3% growth)
Huggies demonstrates competitive strength with 101 high brand interest dma markets and 32 high-growth dma markets, notably in Wheeling WV-Steubenville OH (93.0% brand interest, +830.0% growth), Monroe LA-El Dorado AR (46.0% brand interest, +820.0% growth), and Sherman TX-Ada OK (48.0% brand interest, +336.4% growth)