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
|
44 DMAs
21 States
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
61 DMAs
14 States
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
24 DMAs
5 States
|
|
Turnaround Priority
|
Markets requiring immediate attention / improvement
|
79 DMAs
10 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 strong performance with 5.5% average growth across 51 markets (46.3% avg brand interest), with positive growth in 31 of 51 markets
Top performing markets for Huggies demonstrate exceptional results in District of Columbia (+43.8% growth, 46.0% brand interest, +14.0% change), South Dakota (+28.6% growth, 45.0% brand interest, +10.0% change), and Rhode Island (+27.8% growth, 46.0% brand interest, +10.0% change)
Huggies has 8 markets with high growth (>15%), 12 markets with moderate growth (5-15%), 19 stable markets (0-5%), and 12 declining markets
Notable high-growth markets for Huggies include District of Columbia (+43.8% growth, 46.0% brand interest), Idaho (+24.1% growth, 72.0% brand interest), and Iowa (+25.7% growth, 44.0% 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 demonstrates category leadership at state level with 5.5% average brand interest growth, showing exceptional performance in District of Columbia (+43.8%, 46.0% brand interest), Idaho (+24.1%, 72.0% brand interest), and Iowa (+25.7%, 44.0% brand interest)
In high-growth state markets, Huggies maintains an average brand interest of 50.8% with consistent performance across 8 markets
Huggies shows strong momentum with 5.5% average brand interest growth across key state markets: District of Columbia (+43.8% growth, +14.0% brand interest), South Dakota (+28.6% growth, +10.0% brand interest), and Rhode Island (+27.8% growth, +10.0% brand interest)
Huggies captured additional brand interest in 19 state markets, averaging +6.3% brand interest growth in key growth state
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
44
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 38.0% | +0.0% | +5.6% |
| Los Angeles CA | 4,962,377 | 56.0% | +3.7% | +9.8% |
| Chicago IL | 3,081,097 | 50.0% | +4.2% | +11.1% |
| Philadelphia PA | 2,642,616 | 38.0% | +2.7% | +11.8% |
| Dallas-Ft. Worth TX | 2,585,309 | 48.0% | +4.4% | +11.6% |
| Seattle-Tacoma WA | 1,798,974 | 56.0% | +0.0% | +5.7% |
| Orlando-Daytona Beach-Melbourne FL | 1,508,869 | 42.0% | +2.4% | +10.5% |
| Charlotte NC | 1,124,890 | 39.0% | +5.4% | +11.4% |
High Growth Priority
Large markets showing strong consistent growth
61
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Atlanta GA | 2,277,873 | 46.0% | +7.0% | +15.0% |
| Washington DC (Hagerstown MD) | 2,224,748 | 45.0% | +12.5% | +15.4% |
| Boston MA-Manchester NH | 2,206,762 | 39.0% | +8.3% | +11.4% |
| Tampa-St. Petersburg (Sarasota) FL | 1,758,412 | 53.0% | +15.2% | +20.5% |
| Minneapolis-St. Paul MN | 1,563,558 | 45.0% | +9.8% | +18.4% |
| Denver CO | 1,523,659 | 53.0% | +10.4% | +12.8% |
| Miami-Ft. Lauderdale FL | 1,462,825 | 42.0% | +13.5% | +13.5% |
| Portland OR | 1,086,232 | 62.0% | +6.9% | +6.9% |
Maintain & Optimize
Stable markets with consistent performance
24
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Houston TX | 2,266,381 | 45.0% | +2.3% | +2.3% |
| San Francisco-Oakland-San Jose CA | 2,204,229 | 53.0% | +0.0% | +0.0% |
| Sacramento-Stockton-Modesto CA | 1,276,768 | 56.0% | +1.8% | +3.7% |
| St. Louis MO | 1,066,886 | 43.0% | +2.4% | +2.4% |
| San Antonio TX | 900,609 | 48.0% | +0.0% | +4.4% |
| Oklahoma City OK | 631,839 | 43.0% | +0.0% | +2.4% |
| Colorado Springs-Pueblo CO | 327,871 | 53.0% | +1.9% | +3.9% |
| Evansville IN | 247,342 | 43.0% | +2.4% | +0.0% |
Turnaround Priority
Markets requiring immediate attention / improvement
79
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Phoenix AZ | 1,818,040 | 50.0% | -2.0% | +2.0% |
| Detroit MI | 1,646,663 | 47.0% | -4.1% | +2.2% |
| Cleveland-Akron (Canton) OH | 1,319,557 | 37.0% | -11.9% | -5.1% |
| Raleigh-Durham (Fayetteville) NC | 1,096,084 | 37.0% | -7.5% | -5.1% |
| Indianapolis IN | 1,026,188 | 39.0% | -4.9% | -7.1% |
| Nashville TN | 993,259 | 45.0% | +0.0% | -4.3% |
| Kansas City MO | 866,618 | 48.0% | -2.0% | -7.7% |
| Hartford & New Haven CT | 862,036 | 40.0% | -7.0% | +2.6% |
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 -0.6% average growth across 207 markets (35.6% avg brand interest), with positive growth in 91 of 207 markets
Top performing markets for Huggies demonstrate exceptional results in Albany GA (+750.0% growth, 34.0% brand interest, +30.0% change), Columbus-Tupelo-West Point MS (+450.0% growth, 33.0% brand interest, +27.0% change), and Sioux City IA (+442.9% growth, 38.0% brand interest, +31.0% change)
Huggies has 34 markets with high growth (>15%), 34 markets with moderate growth (5-15%), 54 stable markets (0-5%), and 85 declining markets
Notable high-growth markets for Huggies include Albany GA (+750.0% growth, 34.0% brand interest), Albuquerque-Santa Fe NM (+27.9% growth, 55.0% brand interest), and Amarillo TX (+36.1% growth, 49.0% brand interest)
Huggies demonstrates strong market momentum with combined growth and brand interest gains in key markets: Albany GA (+750.0% growth, +30.0% gain, 34.0% current brand interest), Albuquerque-Santa Fe NM (+27.9% growth, +12.0% gain, 55.0% current brand interest), and Amarillo TX (+36.1% growth, +13.0% gain, 49.0% current brand interest)
Huggies successfully defends strong market positions while maintaining brand interest growth in Albany GA (maintained 34.0% brand interest, +750.0% growth), Albuquerque-Santa Fe NM (maintained 55.0% brand interest, +27.9% growth), and Amarillo TX (maintained 49.0% brand interest, +36.1% growth)
In large markets, Huggies shows modest growth with moderate brand interest: Tampa-St. Petersburg (Sarasota) FL (+15.2% growth, 53.0% brand interest) and Chicago IL (+4.2% growth, 50.0% brand interest)
Huggies achieves significant brand interest gains in Albany GA (+30.0% brand interest growth, now at 34.0%), Albuquerque-Santa Fe NM (+12.0% brand interest growth, now at 55.0%), and Amarillo TX (+13.0% brand interest growth, now at 49.0%)
Huggies shows accelerating brand interest growth in Albany GA (+750.0% growth, 34.0% brand interest) and Albuquerque-Santa Fe NM (+27.9% growth, 55.0% brand interest)
Huggies maintains stable brand interest performance in mature markets: Austin TX (-2.0% growth, 50.0% brand interest) and Cincinnati OH (-2.9% growth, 34.0% brand interest)
Huggies faces growth challenges in historically strong markets: Albany-Schenectady-Troy NY (-8.9% growth, 41.0% brand interest) and Augusta GA (-15.2% growth, 39.0% brand interest)
Huggies performance in major markets: Cleveland-Akron (Canton) OH (-11.9% growth, 37.0% brand interest, 1.6M TVHH), Columbus OH (-2.1% growth, 47.0% brand interest, 1.0M TVHH), and Detroit MI (-4.1% growth, 47.0% brand interest, 1.9M TVHH)
Huggies shows positive brand interest growth in markets representing 54.4% of total TVHH coverage
Huggies maintains strong brand interest positions (>30% share) in key markets: Albany-Schenectady-Troy NY (41.0% brand interest, -4.0% change), Augusta GA (39.0% brand interest, -7.0% change), and Austin TX (50.0% brand interest, -1.0% change)
Huggies achieves significant brand interest gains in Albany GA (+30.0% brand interest), Albuquerque-Santa Fe NM (+12.0% brand interest), and Amarillo TX (+13.0% brand interest)
Huggies maintains dominant market position with >35% brand interest in key markets: Austin TX (50.0% brand interest, 2.0% decline), Phoenix AZ (50.0% brand interest, 2.0% decline), and San Diego CA (56.0% brand interest, 1.8% decline)
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 demonstrates category leadership at dma level with 0.7% average brand interest growth, showing exceptional performance in Abilene-Sweetwater TX (+614.3%, 100.0% brand interest), Bangor ME (+85.2%, 100.0% brand interest), and Beaumont-Port Arthur TX (+32.4%, 49.0% brand interest)
In high-growth dma markets, Pampers maintains an average brand interest of 86.8% with consistent performance across 21 markets
In direct competition, Pampers outperforms Huggies with 27.2 percentage point brand interest advantage across 207 shared markets: Albany GA (gap: 32.0% brand interest, 781.2% growth), Albuquerque-Santa Fe NM (gap: 10.0% brand interest, 49.0% growth), and Amarillo TX (gap: 2.0% brand interest, 56.4% growth)
In select markets, Pampers outperforms Huggies despite weaker overall growth (+0.7% vs -0.6% overall): Abilene-Sweetwater TX (Pampers leads: 100.0% share, +614.3% growth vs Huggies: 0.0%, -100.0%), Albany-Schenectady-Troy NY (Pampers leads: 59.0% share, +7.3% growth vs Huggies: 41.0%, -8.9%), and Augusta GA (Pampers leads: 61.0% share, +13.0% growth vs Huggies: 39.0%, -15.2%)
In select markets, Huggies outperforms Pampers despite weaker overall growth (-0.6% vs +0.7% overall): Albany GA (Huggies: +750.0% growth vs Pampers: -31.2% growth), Albuquerque-Santa Fe NM (Huggies leads: 55.0% share, +27.9% growth vs Pampers: 45.0%, -21.1%), and Amarillo TX (Huggies: +36.1% growth vs Pampers: -20.3% growth)
Huggies successfully defends market leadership positions while maintaining brand interest growth in Albany GA (maintained 34.0% brand interest, +750.0% growth), Albuquerque-Santa Fe NM (maintained 55.0% brand interest, +27.9% growth), and Amarillo TX (maintained 49.0% brand interest, +36.1% growth)
Pampers successfully defends market leadership positions while maintaining brand interest growth in Abilene-Sweetwater TX (maintained 100.0% brand interest, +614.3% growth), Bangor ME (maintained 100.0% brand interest, +85.2% growth), and Beaumont-Port Arthur TX (maintained 49.0% brand interest, +32.4% growth)
Huggies maintains strong brand interest position in key markets: Tampa-St. Petersburg (Sarasota) FL (53.0% brand interest, +15.2% growth), Birmingham AL (45.0% brand interest, +2.3% growth), and Chicago IL (50.0% brand interest, +4.2% growth)
Pampers maintains strong brand interest position in key markets: Austin TX (50.0% brand interest, +2.0% growth), Cincinnati OH (66.0% brand interest, +1.5% growth), and Columbus OH (53.0% brand interest, +1.9% growth)
Pampers dominates head-to-head competition against Huggies in 101 of 143 shared DMA markets, with superior brand interest in key battlegrounds: Abilene-Sweetwater TX (100.0% vs 0.0% brand interest), Albany-Schenectady-Troy NY (59.0% vs 41.0% brand interest), and Augusta GA (61.0% vs 39.0% brand interest)
Huggies demonstrates competitive strength with 107 high brand interest dma markets and 34 high-growth dma markets, notably in Albany GA (34.0% brand interest, +750.0% growth), Sioux City IA (38.0% brand interest, +442.9% growth), and Columbus-Tupelo-West Point MS (33.0% brand interest, +450.0% growth)
Pampers demonstrates competitive strength with 87 high brand interest dma markets and 21 high-growth dma markets, notably in Bluefield-Beckley-Oak Hill WV (100.0% brand interest, +669.2% growth), Abilene-Sweetwater TX (100.0% brand interest, +614.3% growth), and Wheeling WV-Steubenville OH (52.0% brand interest, +642.9% growth)
Huggies maintains validated market dominance (>35% brand interest) across 41 key markets where it leads all competitors: Beaumont-Port Arthur TX (51.0% brand interest, validated dominance), Green Bay-Appleton WI (51.0% brand interest, validated dominance), and Idaho Falls-Pocatello ID (59.0% brand interest, validated dominance)
Pampers maintains validated market dominance (>35% brand interest) across 133 key markets where it leads all competitors: Albany GA (66.0% brand interest, validated dominance), Amarillo TX (51.0% brand interest, validated dominance), and Atlanta GA (54.0% brand interest, validated dominance)
Major market competition: Huggies and Pampers show significant brand interest performance differences in key markets: Cleveland-Akron (Canton) OH (Huggies: -11.9%, Pampers: +8.6%) and Detroit MI (Huggies: -4.1%, Pampers: +3.9%)
Close brand interest competition between Huggies and Pampers in highly contested markets: Austin TX (50.0% vs 50.0%) and Beaumont-Port Arthur TX (51.0% vs 49.0%)