Pampers
Procter & Gamble
Integrate Pampers's brand intelligence and insights into your brand strategy
Request for information on BrandStack's brand intelligence solutions and insights.
Ready to Schedule a Quick Demo?
See BrandStack in Action
Learn how our marketing intelligence solutions can power your brand
What is BrandStack.ai?
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 |
|---|---|---|
|
Growth Opportunity
|
Mid-size markets with positive brand interest trends
|
38 DMAs
9 States
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
29 DMAs
1 State
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
20 DMAs
2 States
|
|
Turnaround Priority
|
Markets requiring immediate attention / improvement
|
123 DMAs
38 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 challenging performance with -3.9% average growth across 51 markets (53.7% avg brand interest), with positive growth in 12 of 51 markets
Top performing markets for Pampers demonstrate exceptional results in Wyoming (+12.8% growth, 53.0% brand interest, +6.0% change)
Pampers has 0 markets with high growth (>15%), 1 market with moderate growth (5-15%), 19 stable markets (0-5%), and 31 declining markets
Pampers successfully defends strong market positions while maintaining brand interest growth in California (maintained 42.0% brand interest, +2.4% growth), Hawaii (maintained 50.0% brand interest, +2.0% growth), and Indiana (maintained 59.0% brand interest, +3.5% growth)
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 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 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
38
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Detroit MI | 1,646,663 | 53.0% | +3.9% | -1.9% |
| Raleigh-Durham (Fayetteville) NC | 1,096,084 | 63.0% | +5.0% | +3.3% |
| Indianapolis IN | 1,026,188 | 61.0% | +3.4% | +5.2% |
| Kansas City MO | 866,618 | 52.0% | +2.0% | +8.3% |
| Hartford & New Haven CT | 862,036 | 60.0% | +5.3% | -1.6% |
| Greenville-Spartanburg SC-Asheville NC-Anderson SC | 805,248 | 64.0% | +3.2% | +10.3% |
| Harrisburg-Lancaster-Lebanon-York PA | 656,472 | 61.0% | +3.4% | -1.6% |
| Birmingham AL | 651,287 | 55.0% | -1.8% | +5.8% |
High Growth Priority
Large markets showing strong consistent growth
29
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Cleveland-Akron (Canton) OH | 1,319,557 | 63.0% | +8.6% | +3.3% |
| Ft. Myers-Naples FL | 525,402 | 50.0% | +11.1% | -18.0% |
| Wilkes Barre-Scranton PA | 501,832 | 67.0% | +11.7% | -1.5% |
| Tucson (Sierra Vista) AZ | 416,976 | 42.0% | +13.5% | -6.7% |
| Green Bay-Appleton WI | 400,512 | 49.0% | +16.7% | -2.0% |
| Charleston-Huntington WV | 363,503 | 62.0% | +10.7% | +17.0% |
| Waco-Temple-Bryan TX | 346,477 | 65.0% | +10.2% | +8.3% |
| Augusta GA | 240,635 | 61.0% | +13.0% | +3.4% |
Maintain & Optimize
Stable markets with consistent performance
20
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| San Francisco-Oakland-San Jose CA | 2,204,229 | 47.0% | +0.0% | +0.0% |
| Phoenix AZ | 1,818,040 | 50.0% | +2.0% | -2.0% |
| Nashville TN | 993,259 | 55.0% | +0.0% | +3.8% |
| Austin TX | 831,742 | 50.0% | +2.0% | -2.0% |
| Cincinnati OH | 810,849 | 66.0% | +1.5% | +3.1% |
| Jacksonville FL | 671,993 | 57.0% | +0.0% | +3.6% |
| Oklahoma City OK | 631,839 | 57.0% | +0.0% | -1.7% |
| Springfield MO | 386,138 | 53.0% | +3.9% | -3.6% |
Turnaround Priority
Markets requiring immediate attention / improvement
123
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 62.0% | +0.0% | -3.1% |
| Los Angeles CA | 4,962,377 | 44.0% | -4.4% | -10.2% |
| Chicago IL | 3,081,097 | 50.0% | -3.9% | -9.1% |
| Philadelphia PA | 2,642,616 | 62.0% | -1.6% | -6.1% |
| Dallas-Ft. Worth TX | 2,585,309 | 52.0% | -3.7% | -8.8% |
| Atlanta GA | 2,277,873 | 54.0% | -5.3% | -10.0% |
| Houston TX | 2,266,381 | 55.0% | -1.8% | -1.8% |
| Washington DC (Hagerstown MD) | 2,224,748 | 55.0% | -8.3% | -9.8% |
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 stable performance with 0.7% average growth across 209 markets (50.1% avg brand interest), with positive growth in 70 of 209 markets
Top performing markets for Pampers demonstrate exceptional results in Bluefield-Beckley-Oak Hill WV (+669.2% growth, 100.0% brand interest, +87.0% change), Wheeling WV-Steubenville OH (+642.9% growth, 52.0% brand interest, +45.0% change), and Abilene-Sweetwater TX (+614.3% growth, 100.0% brand interest, +86.0% change)
Pampers has 21 markets with high growth (>15%), 25 markets with moderate growth (5-15%), 52 stable markets (0-5%), and 111 declining markets
Notable high-growth markets for Pampers include Abilene-Sweetwater TX (+614.3% growth, 100.0% brand interest), Bangor ME (+85.2% growth, 100.0% brand interest), and Beaumont-Port Arthur TX (+32.4% growth, 49.0% brand interest)
Pampers demonstrates strong market momentum with combined growth and brand interest gains in key markets: Abilene-Sweetwater TX (+614.3% growth, +86.0% gain, 100.0% current brand interest), Bangor ME (+85.2% growth, +46.0% gain, 100.0% current brand interest), and Beaumont-Port Arthur TX (+32.4% growth, +12.0% gain, 49.0% current brand interest)
Pampers successfully defends strong market 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)
In medium markets, Pampers shows modest growth with high brand interest: Austin TX (+2.0% growth, 50.0% brand interest) and Cincinnati OH (+1.5% growth, 66.0% brand interest)
In small markets, Pampers shows modest growth with moderate brand interest: Abilene-Sweetwater TX (+614.3% growth, 100.0% brand interest) and Bangor ME (+85.2% growth, 100.0% brand interest)
Pampers achieves significant brand interest gains in Abilene-Sweetwater TX (+86.0% brand interest growth, now at 100.0%), Bangor ME (+46.0% brand interest growth, now at 100.0%), and Beaumont-Port Arthur TX (+12.0% brand interest growth, now at 49.0%)
Pampers shows accelerating brand interest growth in Abilene-Sweetwater TX (+614.3% growth, 100.0% brand interest) and Bangor ME (+85.2% growth, 100.0% brand interest)
Pampers maintains stable brand interest performance in mature markets: Birmingham AL (-1.8% growth, 55.0% brand interest) and Boston MA-Manchester NH (-4.7% growth, 61.0% brand interest)
Pampers faces growth challenges in historically strong markets: Albany GA (-31.2% growth, 66.0% brand interest) and Albuquerque-Santa Fe NM (-21.1% growth, 45.0% brand interest)
Pampers performance in major markets: Atlanta GA (-5.3% growth, 54.0% brand interest, 2.7M TVHH), Baltimore MD (-7.7% growth, 60.0% brand interest, 1.1M TVHH), and Boston MA-Manchester NH (-4.7% growth, 61.0% brand interest, 2.6M TVHH)
Pampers shows positive brand interest growth in markets representing 27.2% of total TVHH coverage
Pampers maintains strong brand interest positions (>30% share) in key markets: Albany GA (66.0% brand interest, -30.0% change), Albuquerque-Santa Fe NM (45.0% brand interest, -12.0% change), and Amarillo TX (51.0% brand interest, -13.0% change)
Pampers achieves significant brand interest gains in Abilene-Sweetwater TX (+86.0% brand interest), Bangor ME (+46.0% brand interest), and Beaumont-Port Arthur TX (+12.0% 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 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%)