Pampers
Procter & Gamble
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Investment Recommendations
Targeted investment recommendations for Pampers, 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
|
30 DMAs
6 States
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
40 DMAs
7 States
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
34 DMAs
6 States
|
|
Turnaround Priority
|
Markets requiring immediate attention / improvement
|
105 DMAs
31 States
|
Brand Insights
Brand Insights reveal Pampers’s brand interest across U.S. regions, highlighting growth opportunities, market trends, and strategic focus areas.
Pampers shows stable performance with 2.6% average growth across 51 markets (55.9% avg brand interest), with positive growth in 25 of 51 markets
Top performing markets for Pampers demonstrate exceptional results in Alaska (+47.2% growth, 53.0% brand interest, +17.0% change), Idaho (+35.5% growth, 42.0% brand interest, +11.0% change), and South Dakota (+25.0% growth, 65.0% brand interest, +13.0% change)
Pampers has 4 markets with high growth (>15%), 8 markets with moderate growth (5-15%), 23 stable markets (0-5%), and 16 declining markets
Notable high-growth markets for Pampers include Alaska (+47.2% growth, 53.0% brand interest), District of Columbia (+19.3% growth, 68.0% brand interest), and Idaho (+35.5% growth, 42.0% brand interest)
Competitive Insights
Competitive Insights analyze vast market data to pinpoint high-competition regions in the Diapers industry.
For Pampers, our benchmarks and BrandStack's AI powered algorithms reveal key insights to refine marketing strategies and boost brand interest across channels.
For Pampers, 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 Pampers 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
30
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Orlando-Daytona Beach-Melbourne FL | 1,508,869 | 59.0% | +3.5% | -1.7% |
| Cincinnati OH | 810,849 | 65.0% | +8.3% | +0.0% |
| Greenville-Spartanburg SC-Asheville NC-Anderson SC | 805,248 | 62.0% | -1.6% | +10.7% |
| Oklahoma City OK | 631,839 | 57.0% | +9.6% | -3.4% |
| Providence RI-New Bedford MA | 564,315 | 62.0% | +6.9% | -1.6% |
| Buffalo NY | 537,294 | 64.0% | +1.6% | +8.5% |
| Dayton OH | 418,047 | 67.0% | +6.4% | -11.8% |
| Des Moines-Ames IA | 401,464 | 61.0% | +7.0% | -7.6% |
High Growth Priority
Large markets showing strong consistent growth
40
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Seattle-Tacoma WA | 1,798,974 | 44.0% | +12.8% | -8.3% |
| Albuquerque-Santa Fe NM | 612,638 | 57.0% | +18.8% | +16.3% |
| Knoxville TN | 475,703 | 53.0% | +10.4% | -1.9% |
| Lexington KY | 434,265 | 57.0% | +11.8% | -3.4% |
| Honolulu HI | 411,655 | 47.0% | +11.9% | +2.2% |
| Springfield MO | 386,138 | 51.0% | +15.9% | -5.6% |
| Syracuse NY | 330,353 | 67.0% | +9.8% | +3.1% |
| Ft. Smith-Fayetteville-Springdale-Rogers AR | 287,564 | 66.0% | +32.0% | +17.9% |
Maintain & Optimize
Stable markets with consistent performance
34
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Boston MA-Manchester NH | 2,206,762 | 64.0% | +1.6% | +0.0% |
| Minneapolis-St. Paul MN | 1,563,558 | 59.0% | +3.5% | -4.8% |
| Denver CO | 1,523,659 | 52.0% | +2.0% | -1.9% |
| Miami-Ft. Lauderdale FL | 1,462,825 | 63.0% | +1.6% | -1.6% |
| San Antonio TX | 900,609 | 52.0% | +2.0% | +0.0% |
| Jacksonville FL | 671,993 | 57.0% | +0.0% | +0.0% |
| Albany-Schenectady-Troy NY | 491,946 | 55.0% | +1.9% | -1.8% |
| Tulsa OK | 462,154 | 56.0% | +5.7% | -3.5% |
Turnaround Priority
Markets requiring immediate attention / improvement
105
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 62.0% | -3.1% | -4.6% |
| Los Angeles CA | 4,962,377 | 46.0% | -2.1% | -8.0% |
| Chicago IL | 3,081,097 | 52.0% | +0.0% | -7.1% |
| Philadelphia PA | 2,642,616 | 63.0% | +1.6% | -6.0% |
| Dallas-Ft. Worth TX | 2,585,309 | 54.0% | -3.6% | -6.9% |
| Atlanta GA | 2,277,873 | 57.0% | -1.7% | -5.0% |
| Houston TX | 2,266,381 | 56.0% | +1.8% | -5.1% |
| Washington DC (Hagerstown MD) | 2,224,748 | 60.0% | +5.3% | -6.3% |
Brand Insights
Brand Insights for Pampers 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.
Pampers shows strong performance with 8.5% average growth across 208 markets (56.6% avg brand interest), with positive growth in 95 of 208 markets
Top performing markets for Pampers demonstrate exceptional results in Wausau-Rhinelander WI (+390.0% growth, 49.0% brand interest, +39.0% change), Wichita Falls TX & Lawton OK (+383.3% growth, 58.0% brand interest, +46.0% change), and Utica NY (+108.3% growth, 100.0% brand interest, +52.0% change)
Pampers has 41 markets with high growth (>15%), 26 markets with moderate growth (5-15%), 44 stable markets (0-5%), and 97 declining markets
Notable high-growth markets for Pampers include Albany GA (+77.8% growth, 96.0% brand interest), Albuquerque-Santa Fe NM (+18.8% growth, 57.0% brand interest), and Alexandria LA (+100.0% growth, 92.0% brand interest)
Pampers demonstrates strong market momentum with combined growth and brand interest gains in key markets: Albany GA (+77.8% growth, +42.0% gain, 96.0% current brand interest), Albuquerque-Santa Fe NM (+18.8% growth, +9.0% gain, 57.0% current brand interest), and Alexandria LA (+100.0% growth, +92.0% gain, 92.0% current brand interest)
Pampers successfully defends strong market 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)
In small markets, Pampers shows strong growth with high brand interest: Albany GA (+77.8% growth, 96.0% brand interest) and Alexandria LA (+100.0% growth, 92.0% brand interest)
Pampers achieves significant brand interest gains in Albany GA (+42.0% brand interest growth, now at 96.0%), Albuquerque-Santa Fe NM (+9.0% brand interest growth, now at 57.0%), and Alexandria LA (+92.0% brand interest growth, now at 92.0%)
Pampers shows accelerating brand interest growth in Albany GA (+77.8% growth, 96.0% brand interest) and Albuquerque-Santa Fe NM (+18.8% growth, 57.0% brand interest)
Pampers maintains stable brand interest performance in mature markets: Amarillo TX (-4.5% growth, 64.0% brand interest) and Atlanta GA (-1.7% growth, 57.0% brand interest)
Pampers faces growth challenges in historically strong markets: Amarillo TX (-4.5% growth, 64.0% brand interest) and Atlanta GA (-1.7% growth, 57.0% brand interest)
Pampers performance in major markets: Atlanta GA (-1.7% growth, 57.0% brand interest, 2.7M TVHH), Charlotte NC (-1.6% growth, 63.0% brand interest, 1.3M TVHH), and Columbus OH (-8.8% growth, 52.0% brand interest, 1.0M TVHH)
Pampers shows positive brand interest growth in markets representing 41.7% of total TVHH coverage
Pampers maintains strong brand interest positions (>30% share) in key markets: Amarillo TX (64.0% brand interest, -3.0% change), Atlanta GA (57.0% brand interest, -1.0% change), and Augusta GA (54.0% brand interest, -10.0% change)
Pampers achieves significant brand interest gains in Albany GA (+42.0% brand interest), Albuquerque-Santa Fe NM (+9.0% brand interest), and Alexandria LA (+92.0% brand interest)
Pampers maintains dominant market position with >35% brand interest in key markets: Atlanta GA (57.0% brand interest, 1.7% decline), Charlotte NC (63.0% brand interest, 1.6% decline), and Columbus-Tupelo-West Point MS (94.0% brand interest, 1.1% decline)
Competitive Insights
Competitive Insights showcase how Pampers 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 Pampers can focus its competitive strategy.
Each insight highlights specific market opportunities and challenges where Pampers 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)