Pampers
Procter & Gamble
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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 Pampers, 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
|
37 DMAs
|
|
Emerging Market
|
Smaller markets showing strong growth potential
|
9 DMAs
5 States
|
|
Growth Opportunity
|
Mid-size markets with positive brand interest trends
|
17 DMAs
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
37 DMAs
33 States
|
|
Monitor & Maintain
|
All other markets
|
99 DMAs
12 States
|
|
Turnaround Priority
|
Markets requiring immediate attention and improvement
|
11 DMAs
|
Brand Insights
Brand Insights reveal Pampers’s brand interest across U.S. regions, highlighting growth opportunities, market trends, and strategic focus areas.
Pampers shows challenging performance with -0.4% average growth across 51 markets (57.8% avg brand interest), with positive growth in 14 of 51 markets
Top performing markets for Pampers demonstrate exceptional results in Alaska (+50.0% growth, 57.0% brand interest, +19.0% brand interest change), Vermont (+35.2% growth, 73.0% brand interest, +19.0% brand interest change), and Montana (+26.2% growth, 53.0% brand interest, +11.0% brand interest change)
Pampers has 4 markets with high growth (>15%), 3 markets with moderate growth (5-15%), 14 stable markets (0-5%), and 30 declining markets
Notable high-growth markets for Pampers include Alaska (+50.0% growth, 57.0% brand interest), Montana (+26.2% growth, 53.0% brand interest), and North Dakota (+16.7% growth, 63.0% 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.
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 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.
Defend Brand Interest
Markets with high brand interest showing decline
37
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Chicago IL | 3,189,842 | 54.0% | -3.6% | -6.9% |
| Dallas-Ft. Worth TX | 2,676,555 | 56.0% | -5.1% | -3.5% |
| Houston TX | 2,346,370 | 58.0% | -1.7% | +1.8% |
| Washington DC (Hagerstown MD) | 2,303,268 | 63.0% | -1.6% | -4.6% |
| Boston MA-Manchester NH | 2,284,647 | 65.0% | +0.0% | -3.0% |
| San Francisco-Oakland-San Jose CA | 2,282,025 | 48.0% | -7.7% | -7.7% |
| Phoenix AZ | 1,882,206 | 53.0% | -1.9% | +0.0% |
| Seattle-Tacoma WA | 1,862,467 | 47.0% | -2.1% | -6.0% |
Emerging Market
Smaller markets showing strong growth potential
9
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Montgomery (Selma) AL | 219,243 | 76.0% | +20.6% | +2.7% |
| Bakersfield CA | 217,518 | 52.0% | +13.0% | +2.0% |
| Wilmington NC | 193,195 | 70.0% | +25.0% | +11.1% |
| Panama City FL | 132,616 | 100.0% | +58.7% | +66.7% |
| Idaho Falls-Pocatello ID | 125,778 | 100.0% | +104.1% | +100.0% |
| Sherman TX-Ada OK | 118,158 | 58.0% | +56.8% | +41.5% |
| Hattiesburg-Laurel MS | 99,484 | 100.0% | +61.3% | +44.9% |
| Lake Charles LA | 87,938 | 100.0% | +117.4% | +53.9% |
Growth Opportunity
Mid-size markets with positive brand interest trends
17
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Louisville KY | 634,542 | 63.0% | +6.8% | +1.6% |
| Fresno-Visalia CA | 558,026 | 53.0% | +17.8% | +6.0% |
| Richmond-Petersburg VA | 535,207 | 65.0% | +12.1% | +1.6% |
| Lexington KY | 449,592 | 61.0% | +5.2% | +13.0% |
| Des Moines-Ames IA | 415,633 | 66.0% | +3.1% | +10.0% |
| Harlingen-Weslaco-Brownsville-McAllen TX | 355,054 | 52.0% | +10.6% | +8.3% |
| Chattanooga TN | 353,329 | 57.0% | +3.6% | +7.6% |
| Syracuse NY | 342,012 | 61.0% | +7.0% | +7.0% |
Maintain & Optimize
Stable markets with consistent performance
37
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% |
| Philadelphia PA | 2,735,885 | 67.0% | +0.0% | +3.1% |
| Atlanta GA | 2,358,268 | 62.0% | +3.3% | +0.0% |
| Minneapolis-St. Paul MN | 1,618,742 | 61.0% | +0.0% | +5.2% |
| Orlando-Daytona Beach-Melbourne FL | 1,562,123 | 62.0% | +1.6% | +0.0% |
| Buffalo NY | 556,257 | 63.0% | +6.8% | +0.0% |
| Wichita-Hutchinson KS | 402,706 | 56.0% | +0.0% | -1.8% |
| Madison WI | 400,136 | 62.0% | +1.6% | -6.1% |
Monitor & Maintain
All other markets
99
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,799,390 | 65.0% | +1.6% | +8.3% |
| Memphis TN | 567,037 | 69.0% | +0.0% | +9.5% |
| Wilkes Barre-Scranton PA | 519,543 | 68.0% | +0.0% | +7.9% |
| Dayton OH | 432,802 | 76.0% | +2.7% | +11.8% |
| Tucson (Sierra Vista) AZ | 431,693 | 41.0% | -10.9% | +0.0% |
| Honolulu HI | 426,184 | 50.0% | +8.7% | +0.0% |
| Spokane WA | 424,081 | 41.0% | +2.5% | -21.2% |
| Green Bay-Appleton WI | 414,647 | 52.0% | -7.1% | +20.9% |
Turnaround Priority
Markets requiring immediate attention and improvement
11
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Denver CO | 1,577,435 | 52.0% | -1.9% | -8.8% |
| Sacramento-Stockton-Modesto CA | 1,321,830 | 47.0% | -6.0% | -11.3% |
| Nashville TN | 1,028,315 | 54.0% | -3.6% | -8.5% |
| Salt Lake City UT | 1,010,346 | 39.0% | +0.0% | -9.3% |
| Kansas City MO | 897,204 | 51.0% | -7.3% | -12.1% |
| Hartford & New Haven CT | 892,461 | 61.0% | -4.7% | -9.0% |
| Austin TX | 861,098 | 52.0% | -3.7% | -10.3% |
| Greenville-Spartanburg SC-Asheville NC-Anderson SC | 833,668 | 57.0% | -1.7% | -13.6% |
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 challenging performance with -2.6% average growth across 171 markets (59.1% avg brand interest), with positive growth in 64 of 171 markets
Top performing markets for Pampers demonstrate exceptional results in Lake Charles LA (+117.4% growth, 100.0% brand interest, +54.0% brand interest change), Idaho Falls-Pocatello ID (+104.1% growth, 100.0% brand interest, +51.0% brand interest change), and Hattiesburg-Laurel MS (+61.3% growth, 100.0% brand interest, +38.0% brand interest change)
Pampers has 15 markets with high growth (>15%), 21 markets with moderate growth (5-15%), 48 stable markets (0-5%), and 87 declining markets
Notable high-growth markets for Pampers include Albany GA (+40.9% growth, 100.0% brand interest), Burlington VT-Plattsburgh NY (+17.5% growth, 67.0% brand interest), and Eugene OR (+26.8% growth, 52.0% brand interest)
Pampers maintains strong brand interest positions in key markets: Abilene-Sweetwater TX (40.0% brand interest, -17.0% change), Alexandria LA (39.0% brand interest, -61.0% change), and Amarillo TX (63.0% brand interest, -37.0% change)
Pampers shows positive brand interest momentum in 64 markets, notably in Albany GA (+29.0% brand interest), Burlington VT-Plattsburgh NY (+10.0% brand interest), Eugene OR (+11.0% brand interest)
Pampers demonstrates strong market momentum with combined growth and brand interest gains in key markets: Albany GA (+40.9% growth, +29.0% gain, 100.0% current brand interest), Burlington VT-Plattsburgh NY (+17.5% growth, +10.0% gain, 67.0% current brand interest), and Eugene OR (+26.8% growth, +11.0% gain, 52.0% current brand interest)
Pampers successfully defends strong market 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)
In large markets, Pampers shows slight decline with high brand interest: Baltimore MD (-4.0% decline, 71.0% brand interest) and Charlotte NC (-1.5% decline, 65.0% brand interest)
In medium markets, Pampers shows steady growth with high brand interest: Austin TX (-3.7% decline, 52.0% brand interest) and Birmingham AL (-17.5% decline, 52.0% brand interest)
In small markets, Pampers shows slight decline with high brand interest: Abilene-Sweetwater TX (-29.8% decline, 40.0% brand interest) and Alexandria LA (-61.0% decline, 39.0% brand interest)
Pampers maintains dominant market position with >35% brand interest in key markets: Abilene-Sweetwater TX (40.0% brand interest, -29.8% change) and Alexandria LA (39.0% brand interest, -61.0% change)
Pampers achieves significant brand interest gains in Albany GA (+29.0% brand interest growth, now at 100.0%) and Burlington VT-Plattsburgh NY (+10.0% brand interest growth, now at 67.0%)
Pampers shows accelerating brand interest growth in Albany GA (+40.9% growth, 100.0% brand interest) and Burlington VT-Plattsburgh NY (+17.5% growth, 67.0% brand interest)
Pampers maintains stable brand interest performance in mature markets: Austin TX (-3.7% decline, 52.0% brand interest) and Baltimore MD (-4.0% decline, 71.0% brand interest)
Pampers faces growth challenges in historically strong markets: Abilene-Sweetwater TX (-29.8% decline, 40.0% brand interest) and Alexandria LA (-61.0% decline, 39.0% brand interest)
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.
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