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
|
36 DMAs
6 States
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
31 DMAs
4 States
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
36 DMAs
6 States
|
|
Turnaround Priority
|
Markets requiring immediate attention / improvement
|
107 DMAs
34 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 -0.2% average growth across 51 markets (57.6% avg brand interest), with positive growth in 19 of 51 markets
Top performing markets for Pampers demonstrate exceptional results in South Dakota (+31.9% growth, 62.0% brand interest, +15.0% change), North Dakota (+21.3% growth, 57.0% brand interest, +10.0% change), and New Mexico (+20.0% growth, 60.0% brand interest, +10.0% change)
Pampers has 3 markets with high growth (>15%), 6 markets with moderate growth (5-15%), 16 stable markets (0-5%), and 26 declining markets
Notable high-growth markets for Pampers include New Mexico (+20.0% growth, 60.0% brand interest), North Dakota (+21.3% growth, 57.0% brand interest), and South Dakota (+31.9% growth, 62.0% 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 demonstrates category leadership at state level with 2.3% average brand interest growth, showing exceptional performance in Delaware (+43.5%, 33.0% brand interest), Montana (+24.4%, 51.0% brand interest), and Vermont (+100.0%, 34.0% brand interest)
In high-growth state markets, Huggies maintains an average brand interest of 42.2% with consistent performance across 4 markets
In direct competition, Huggies outperforms Pampers with 19.2 percentage point brand interest advantage across 51 shared markets: Alabama (gap: 16.0% brand interest, 4.1% growth), Alaska (gap: 10.0% brand interest, 8.0% growth), and Arkansas (gap: 12.0% brand interest, 12.0% growth)
In select markets, Pampers outperforms Huggies despite weaker overall growth (-0.2% vs +2.3% overall): Alabama (Pampers leads: 58.0% share, +1.8% growth vs Huggies: 42.0%, -2.3%), Alaska (Pampers leads: 55.0% share, +3.8% growth vs Huggies: 45.0%, -4.3%), and Arkansas (Pampers leads: 56.0% share, +5.7% growth vs Huggies: 44.0%, -6.4%)
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
36
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Atlanta GA | 2,277,873 | 63.0% | +5.0% | +1.6% |
| Houston TX | 2,266,381 | 59.0% | +5.4% | +1.7% |
| Phoenix AZ | 1,818,040 | 51.0% | +0.0% | +6.3% |
| Indianapolis IN | 1,026,188 | 62.0% | +6.9% | -1.6% |
| Pittsburgh PA | 998,699 | 62.0% | +3.3% | +10.7% |
| Nashville TN | 993,259 | 57.0% | +7.6% | -3.4% |
| Columbus OH | 865,632 | 61.0% | +3.4% | +0.0% |
| Austin TX | 831,742 | 55.0% | +7.8% | -8.3% |
High Growth Priority
Large markets showing strong consistent growth
31
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Kansas City MO | 866,618 | 55.0% | +14.6% | -8.3% |
| Jacksonville FL | 671,993 | 63.0% | +14.6% | -3.1% |
| Birmingham AL | 651,287 | 58.0% | +11.5% | -10.8% |
| New Orleans LA | 584,044 | 68.0% | +9.7% | +7.9% |
| Little Rock-Pine Bluff AR | 490,561 | 60.0% | +11.1% | -9.1% |
| Tulsa OK | 462,154 | 65.0% | +27.5% | -7.1% |
| Columbia SC | 382,874 | 68.0% | +7.9% | +11.5% |
| Rochester NY | 370,481 | 69.0% | +13.1% | +4.6% |
Maintain & Optimize
Stable markets with consistent performance
36
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Cleveland-Akron (Canton) OH | 1,319,557 | 61.0% | +0.0% | -1.6% |
| Portland OR | 1,086,232 | 43.0% | +2.4% | -4.4% |
| St. Louis MO | 1,066,886 | 61.0% | +5.2% | -3.2% |
| Ft. Myers-Naples FL | 525,402 | 61.0% | +0.0% | +3.4% |
| Corpus Christi TX | 177,217 | 64.0% | +1.6% | -1.5% |
| Wheeling WV-Steubenville OH | 108,851 | 100.0% | +0.0% | +0.0% |
| Hattiesburg-Laurel MS | 96,093 | 100.0% | +0.0% | +0.0% |
| Rapid City SD | 89,726 | 0.0% | +0.0% | +0.0% |
Turnaround Priority
Markets requiring immediate attention / improvement
107
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 60.0% | -6.3% | -10.5% |
| Los Angeles CA | 4,962,377 | 49.0% | +0.0% | -5.8% |
| Chicago IL | 3,081,097 | 55.0% | +0.0% | -5.2% |
| Philadelphia PA | 2,642,616 | 65.0% | -1.5% | -4.4% |
| Dallas-Ft. Worth TX | 2,585,309 | 56.0% | -1.8% | -9.7% |
| Washington DC (Hagerstown MD) | 2,224,748 | 63.0% | +3.3% | -6.0% |
| Boston MA-Manchester NH | 2,206,762 | 63.0% | -3.1% | -10.0% |
| San Francisco-Oakland-San Jose CA | 2,204,229 | 48.0% | +2.1% | -9.4% |
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 -3.2% average growth across 209 markets (48.6% avg brand interest), with positive growth in 82 of 209 markets
Top performing markets for Pampers demonstrate exceptional results in Abilene-Sweetwater TX (+100.0% growth, 54.0% brand interest, +54.0% change), Clarksburg-Weston WV (+100.0% growth, 100.0% brand interest, +100.0% change), and Fairbanks AK (+100.0% growth, 100.0% brand interest, +100.0% change)
Pampers has 24 markets with high growth (>15%), 27 markets with moderate growth (5-15%), 71 stable markets (0-5%), and 87 declining markets
Notable high-growth markets for Pampers include Abilene-Sweetwater TX (+100.0% growth, 54.0% brand interest), Clarksburg-Weston WV (+100.0% growth, 100.0% brand interest), and Eugene OR (+23.4% growth, 58.0% brand interest)
Pampers demonstrates strong market momentum with combined growth and brand interest gains in key markets: Abilene-Sweetwater TX (+100.0% growth, +54.0% gain, 54.0% current brand interest), Clarksburg-Weston WV (+100.0% growth, +100.0% gain, 100.0% current brand interest), and Eugene OR (+23.4% growth, +11.0% gain, 58.0% current brand interest)
Pampers successfully defends strong market positions while maintaining brand interest growth in Abilene-Sweetwater TX (maintained 54.0% brand interest, +100.0% growth), Clarksburg-Weston WV (maintained 100.0% brand interest, +100.0% growth), and Eugene OR (maintained 58.0% brand interest, +23.4% growth)
In large markets, Pampers shows slight decline with high brand interest: Baltimore MD (-7.1% growth, 65.0% brand interest) and Boston MA-Manchester NH (-3.1% growth, 63.0% brand interest)
In medium markets, Pampers shows steady growth with high brand interest: Albany-Schenectady-Troy NY (-5.0% growth, 57.0% brand interest) and Fresno-Visalia CA (-5.8% growth, 49.0% brand interest)
In small markets, Pampers shows significant decline with moderate brand interest: Amarillo TX (-25.0% growth, 54.0% brand interest) and Augusta GA (-15.2% growth, 50.0% brand interest)
Pampers achieves significant brand interest gains in Abilene-Sweetwater TX (+54.0% brand interest growth, now at 54.0%) and Clarksburg-Weston WV (+100.0% brand interest growth, now at 100.0%)
Pampers shows accelerating brand interest growth in Abilene-Sweetwater TX (+100.0% growth, 54.0% brand interest) and Clarksburg-Weston WV (+100.0% growth, 100.0% brand interest)
Pampers maintains stable brand interest performance in mature markets: Albany-Schenectady-Troy NY (-5.0% growth, 57.0% brand interest) and Beaumont-Port Arthur TX (-2.1% growth, 46.0% brand interest)
Pampers faces growth challenges in historically strong markets: Albany-Schenectady-Troy NY (-5.0% growth, 57.0% brand interest) and Amarillo TX (-25.0% growth, 54.0% brand interest)
Pampers performance in major markets: Baltimore MD (-7.1% growth, 65.0% brand interest, 1.1M TVHH), Boston MA-Manchester NH (-3.1% growth, 63.0% brand interest, 2.6M TVHH), and Charlotte NC (-1.5% growth, 64.0% brand interest, 1.3M TVHH)
Pampers shows positive brand interest growth in markets representing 40.9% of total TVHH coverage
Pampers maintains strong brand interest positions (>30% share) in key markets: Albany-Schenectady-Troy NY (57.0% brand interest, -3.0% change), Amarillo TX (54.0% brand interest, -18.0% change), and Augusta GA (50.0% brand interest, -9.0% change)
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 4.5% average brand interest growth, showing exceptional performance in Abilene-Sweetwater TX (+100.0%, 46.0% brand interest), Amarillo TX (+64.3%, 46.0% brand interest), and Augusta GA (+21.9%, 50.0% brand interest)
In high-growth dma markets, Huggies maintains an average brand interest of 53.8% with consistent performance across 36 markets
In direct competition, Huggies outperforms Pampers with 26.2 percentage point brand interest advantage across 209 shared markets: Albany GA (gap: 36.0% brand interest, 13.2% growth), Atlanta GA (gap: 26.0% brand interest, 12.5% growth), and Austin TX (gap: 10.0% brand interest, 16.0% growth)
In select markets, Pampers outperforms Huggies despite weaker overall growth (-3.2% vs +4.5% overall): Albany GA (Pampers leads: 68.0% share, +4.6% growth vs Huggies: 32.0%, -8.6%), Atlanta GA (Pampers leads: 63.0% share, +5.0% growth vs Huggies: 37.0%, -7.5%), and Austin TX (Pampers leads: 55.0% share, +7.8% growth vs Huggies: 45.0%, -8.2%)
Huggies successfully defends market leadership positions while maintaining brand interest growth in Abilene-Sweetwater TX (maintained 46.0% brand interest, +100.0% growth), Amarillo TX (maintained 46.0% brand interest, +64.3% growth), and Augusta GA (maintained 50.0% brand interest, +21.9% growth)
Pampers successfully defends market leadership positions while maintaining brand interest growth in Abilene-Sweetwater TX (maintained 54.0% brand interest, +100.0% growth), Clarksburg-Weston WV (maintained 100.0% brand interest, +100.0% growth), and Eugene OR (maintained 58.0% brand interest, +23.4% growth)
Huggies maintains strong brand interest position in key markets: Baltimore MD (35.0% brand interest, +16.7% growth), Charlotte NC (36.0% brand interest, +2.9% growth), and Dallas-Ft. Worth TX (44.0% brand interest, +2.3% growth)
Pampers maintains strong brand interest position in key markets: Cincinnati OH (66.0% brand interest, +3.1% growth), Columbus OH (61.0% brand interest, +3.4% growth), and Detroit MI (55.0% brand interest, +1.9% growth)
Pampers dominates head-to-head competition against Huggies in 106 of 142 shared DMA markets, with superior brand interest in key battlegrounds: Albany GA (68.0% vs 32.0% brand interest), Atlanta GA (63.0% vs 37.0% brand interest), and Austin TX (55.0% vs 45.0% brand interest)
Huggies emerges as competitive threat to Pampers with superior growth momentum (+4.5% vs -3.2%) across contested markets: Albany-Schenectady-Troy NY (Huggies: +7.5% growth vs Pampers: -5.0% growth), Amarillo TX (Huggies: +64.3% growth vs Pampers: -25.0% growth), and Augusta GA (Huggies: +21.9% growth vs Pampers: -15.2% growth)
Pampers demonstrates competitive strength with 169 high brand interest dma markets and 24 high-growth dma markets, notably in Albany-Schenectady-Troy NY (57.0% brand interest, -5.0% growth), Amarillo TX (54.0% brand interest, -25.0% growth), and Augusta GA (50.0% brand interest, -15.2% growth)
Huggies demonstrates competitive strength with 162 high brand interest dma markets and 36 high-growth dma markets, notably in Albany GA (32.0% brand interest, -8.6% growth), Atlanta GA (37.0% brand interest, -7.5% growth), and Austin TX (45.0% brand interest, -8.2% growth)
Huggies maintains validated market dominance (>35% brand interest) across 34 key markets where it leads all competitors: Idaho Falls-Pocatello ID (57.0% brand interest, validated dominance), Monterey-Salinas CA (53.0% brand interest, validated dominance), and Portland OR (57.0% brand interest, validated dominance)
Pampers maintains validated market dominance (>35% brand interest) across 139 key markets where it leads all competitors: Albany-Schenectady-Troy NY (57.0% brand interest, validated dominance), Amarillo TX (54.0% brand interest, validated dominance), and Bakersfield CA (52.0% brand interest, validated dominance)
Major market competition: Huggies and Pampers show significant brand interest performance differences in key markets: Atlanta GA (Huggies: -7.5%, Pampers: +5.0%) and Columbus OH (Huggies: -4.9%, Pampers: +3.4%)
Close brand interest competition between Huggies and Pampers in highly contested markets: Bluefield-Beckley-Oak Hill WV (0.0% vs 0.0%) and Great Falls MT (0.0% vs 0.0%)