Huggies
Kimberly-Clark
Integrate Huggies's brand intelligence and insights into your brand strategy
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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 Huggies, 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
|
22 DMAs
|
|
Emerging Market
|
Smaller markets showing strong growth potential
|
9 DMAs
7 States
|
|
Growth Opportunity
|
Mid-size markets with positive brand interest trends
|
30 DMAs
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
14 DMAs
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
19 DMAs
14 States
|
|
Monitor & Maintain
|
All other markets
|
109 DMAs
29 States
|
|
Turnaround Priority
|
Markets requiring immediate attention and improvement
|
1 DMA
|
Brand Insights
Brand Insights reveal Huggies’s brand interest across U.S. regions, highlighting growth opportunities, market trends, and strategic focus areas.
Huggies shows stable performance with 1.3% average growth across 51 markets (42.2% avg brand interest), with positive growth in 19 of 51 markets
Top performing markets for Huggies demonstrate exceptional results in Vermont (+74.1% growth, 47.0% brand interest, +20.0% brand interest change), Delaware (+32.0% growth, 33.0% brand interest, +8.0% brand interest change), and Alaska (+30.2% growth, 56.0% brand interest, +13.0% brand interest change)
Huggies has 6 markets with high growth (>15%), 5 markets with moderate growth (5-15%), 18 stable markets (0-5%), and 22 declining markets
Notable high-growth markets for Huggies include Alaska (+30.2% growth, 56.0% brand interest), Delaware (+32.0% growth, 33.0% brand interest), and Maine (+17.9% growth, 46.0% 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 shows market leadership with 1.3% average brand interest growth and notable strength in Alaska (+30.2%, 56.0% brand interest), Delaware (+32.0%, 33.0% brand interest), and Maine (+17.9%, 46.0% brand interest)
In high-growth markets, Huggies maintains an average brand interest of 44.2% with consistent performance across 6 markets
Huggies maintains market dominance with an average 46.4% brand interest across key markets: Alaska (56.0% brand interest, +30.2% growth), Delaware (33.0% brand interest, +32.0% growth), and Maine (46.0% brand interest, +17.9% growth)
Pampers maintains market dominance with an average 60.9% brand interest across key markets: New Mexico (59.0% brand interest, +15.7% growth), South Dakota (70.0% brand interest, +48.9% growth), and Alabama (59.0% brand interest, +1.7% growth)
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.
Defend Brand Interest
Markets with high brand interest showing decline
22
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Chicago IL | 3,081,097 | 45.0% | -2.2% | +9.8% |
| Atlanta GA | 2,277,873 | 37.0% | -2.6% | -2.6% |
| Houston TX | 2,266,381 | 41.0% | -2.4% | -4.7% |
| Detroit MI | 1,646,663 | 45.0% | -4.3% | +2.3% |
| Sacramento-Stockton-Modesto CA | 1,276,768 | 51.0% | -3.8% | +8.5% |
| Charlotte NC | 1,124,890 | 34.0% | -2.9% | +9.7% |
| Indianapolis IN | 1,026,188 | 38.0% | -5.0% | +5.6% |
| Nashville TN | 993,259 | 42.0% | -8.7% | +2.4% |
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 | 211,769 | 32.0% | +33.3% | +10.3% |
| Santa Barbara-Santa Maria-San Luis Obispo CA | 205,020 | 60.0% | +39.5% | +17.7% |
| Wilmington NC | 186,609 | 45.0% | +50.0% | +9.8% |
| Medford-Klamath Falls OR | 155,635 | 62.0% | +10.7% | +21.6% |
| Beaumont-Port Arthur TX | 143,616 | 63.0% | +50.0% | +26.0% |
| Yuma AZ-El Centro CA | 107,619 | 62.0% | +31.9% | +55.0% |
| Springfield MO | N/A | 52.0% | +23.8% | +23.8% |
| Tri-Cities TN-VA | N/A | 50.0% | +22.0% | +28.2% |
Growth Opportunity
Mid-size markets with positive brand interest trends
30
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Oklahoma City OK | 631,839 | 45.0% | +18.4% | +15.4% |
| Fresno-Visalia CA | 539,002 | 51.0% | +8.5% | +13.3% |
| Buffalo NY | 537,294 | 40.0% | +8.1% | +17.7% |
| Ft. Myers-Naples FL | 525,402 | 42.0% | +5.0% | +2.4% |
| Richmond-Petersburg VA | 516,962 | 49.0% | +40.0% | +16.7% |
| Wilkes Barre-Scranton PA | 501,832 | 39.0% | +21.9% | +25.8% |
| Albany-Schenectady-Troy NY | 491,946 | 43.0% | +7.5% | +22.9% |
| Knoxville TN | 475,703 | 51.0% | +8.5% | +8.5% |
High Growth Priority
Large markets showing strong consistent growth
14
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 38.0% | +8.6% | +15.2% |
| Dallas-Ft. Worth TX | 2,585,309 | 44.0% | +0.0% | +18.9% |
| Boston MA-Manchester NH | 2,206,762 | 38.0% | +8.6% | +22.6% |
| Seattle-Tacoma WA | 1,798,974 | 55.0% | +3.8% | +12.2% |
| Denver CO | 1,523,659 | 48.0% | +0.0% | +17.1% |
| Orlando-Daytona Beach-Melbourne FL | 1,508,869 | 42.0% | +10.5% | +10.5% |
| Miami-Ft. Lauderdale FL | 1,462,825 | 39.0% | +5.4% | +14.7% |
| Raleigh-Durham (Fayetteville) NC | 1,096,084 | 38.0% | +2.7% | +18.8% |
Maintain & Optimize
Stable markets with consistent performance
19
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Los Angeles CA | 4,962,377 | 51.0% | +2.0% | +6.3% |
| Phoenix AZ | 1,818,040 | 50.0% | +6.4% | +0.0% |
| Minneapolis-St. Paul MN | 1,563,558 | 41.0% | +5.1% | +5.1% |
| Cleveland-Akron (Canton) OH | 1,319,557 | 39.0% | +0.0% | +2.6% |
| St. Louis MO | 1,066,886 | 39.0% | +0.0% | +5.4% |
| Salt Lake City UT | 975,902 | 61.0% | +0.0% | +0.0% |
| Las Vegas NV | 739,704 | 50.0% | +6.4% | +6.4% |
| Roanoke-Lynchburg VA | 387,932 | 38.0% | -2.6% | +2.7% |
Monitor & Maintain
All other markets
109
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Philadelphia PA | 2,642,616 | 35.0% | +6.1% | +9.4% |
| Washington DC (Hagerstown MD) | 2,224,748 | 37.0% | +0.0% | +8.8% |
| San Francisco-Oakland-San Jose CA | 2,204,229 | 52.0% | +0.0% | +10.6% |
| Tampa-St. Petersburg (Sarasota) FL | 1,758,412 | 45.0% | +2.3% | +9.8% |
| San Antonio TX | 900,609 | 48.0% | +6.7% | +11.6% |
| Hartford & New Haven CT | 862,036 | 41.0% | +5.1% | +7.9% |
| Grand Rapids-Kalamazoo-Battle Creek MI | 663,876 | 45.0% | +0.0% | +9.8% |
| Tucson (Sierra Vista) AZ | 416,976 | 53.0% | -10.2% | +3.9% |
Turnaround Priority
Markets requiring immediate attention and improvement
1
Market
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Pittsburgh PA | 998,699 | 40.0% | -2.4% | -9.1% |
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 -6.6% average growth across 167 markets (39.0% avg brand interest), with positive growth in 74 of 167 markets
Top performing markets for Huggies demonstrate exceptional results in Charlottesville VA (+212.5% growth, 100.0% brand interest, +68.0% brand interest change), Rochester MN-Mason City IA-Austin MN (+81.2% growth, 58.0% brand interest, +26.0% brand interest change), and Dayton OH (+79.2% growth, 43.0% brand interest, +19.0% brand interest change)
Huggies has 29 markets with high growth (>15%), 35 markets with moderate growth (5-15%), 26 stable markets (0-5%), and 77 declining markets
Notable high-growth markets for Huggies include Augusta GA (+47.5% growth, 59.0% brand interest), Baltimore MD (+17.2% growth, 34.0% brand interest), and Beaumont-Port Arthur TX (+50.0% growth, 63.0% brand interest)
Huggies maintains strong brand interest positions in key markets: Abilene-Sweetwater TX (42.0% brand interest, -18.0% change), Albuquerque-Santa Fe NM (42.0% brand interest, -6.0% change), and Atlanta GA (37.0% brand interest, -1.0% change)
Huggies shows positive brand interest momentum in 74 markets, notably in Augusta GA (+19.0% brand interest), Baltimore MD (+5.0% brand interest), Beaumont-Port Arthur TX (+21.0% brand interest)
Huggies demonstrates strong market momentum with combined growth and brand interest gains in key markets: Augusta GA (+47.5% growth, +19.0% gain, 59.0% current brand interest), Baltimore MD (+17.2% growth, +5.0% gain, 34.0% current brand interest), and Beaumont-Port Arthur TX (+50.0% growth, +21.0% gain, 63.0% current brand interest)
Huggies successfully defends strong market positions while maintaining brand interest growth in Augusta GA (maintained 59.0% brand interest, +47.5% growth), Baltimore MD (maintained 34.0% brand interest, +17.2% growth), and Beaumont-Port Arthur TX (maintained 63.0% brand interest, +50.0% growth)
In large markets, Huggies shows steady growth with moderate brand interest: Atlanta GA (-2.6% decline, 37.0% brand interest) and Charlotte NC (-2.9% decline, 34.0% brand interest)
In medium markets, Huggies shows slight decline with moderate brand interest: Albuquerque-Santa Fe NM (-12.5% decline, 42.0% brand interest) and Austin TX (-8.3% decline, 44.0% brand interest)
In small markets, Huggies shows significant decline with moderate brand interest: Abilene-Sweetwater TX (-30.0% decline, 42.0% brand interest) and Alexandria LA (-100.0% decline, 0.0% brand interest)
Huggies maintains dominant market position with >35% brand interest in key markets: Abilene-Sweetwater TX (42.0% brand interest, -30.0% change) and Albuquerque-Santa Fe NM (42.0% brand interest, -12.5% change)
Huggies achieves significant brand interest gains in Augusta GA (+19.0% brand interest growth, now at 59.0%) and Baltimore MD (+5.0% brand interest growth, now at 34.0%)
Huggies shows accelerating brand interest growth in Augusta GA (+47.5% growth, 59.0% brand interest) and Baltimore MD (+17.2% growth, 34.0% brand interest)
Huggies maintains stable brand interest performance in mature markets: Atlanta GA (-2.6% decline, 37.0% brand interest) and Charlotte NC (-2.9% decline, 34.0% brand interest)
Huggies faces growth challenges in historically strong markets: Abilene-Sweetwater TX (-30.0% decline, 42.0% brand interest) and Albuquerque-Santa Fe NM (-12.5% decline, 42.0% brand interest)
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 dominance with -5.0% average brand interest growth, showing exceptional performance in Abilene-Sweetwater TX (+45.0%, 58.0% brand interest), Alexandria LA (+156.4%, 100.0% brand interest), and Bluefield-Beckley-Oak Hill WV (+63.9%, 100.0% brand interest)
In high-growth markets, Pampers maintains an average brand interest of 81.5% with consistent performance across 23 markets
Huggies maintains market dominance with an average 47.1% brand interest across key markets: Augusta GA (59.0% brand interest, +47.5% growth), Baltimore MD (34.0% brand interest, +17.2% growth), and Beaumont-Port Arthur TX (63.0% brand interest, +50.0% growth)
Pampers maintains market dominance with an average 67.1% brand interest across key markets: Abilene-Sweetwater TX (58.0% brand interest, +45.0% growth), Alexandria LA (100.0% brand interest, +156.4% growth), and Bluefield-Beckley-Oak Hill WV (100.0% brand interest, +63.9% growth)
Pampers dominates in 79 of 151 key battleground markets against Huggies, notably in Abilene-Sweetwater TX (42.0% vs 58.0% brand interest), Albuquerque-Santa Fe NM (42.0% vs 58.0% brand interest), and Alexandria LA (0.0% vs 100.0% brand interest)
Huggies successfully defends market leadership positions while maintaining brand interest growth in Augusta GA (maintained 59.0% brand interest, +47.5% growth), Baltimore MD (maintained 34.0% brand interest, +17.2% growth), and Beaumont-Port Arthur TX (maintained 63.0% brand interest, +50.0% growth)
Pampers successfully defends market leadership positions while maintaining brand interest growth in Abilene-Sweetwater TX (maintained 58.0% brand interest, +45.0% growth), Alexandria LA (maintained 100.0% brand interest, +156.4% growth), and Bluefield-Beckley-Oak Hill WV (maintained 100.0% brand interest, +63.9% growth)
Pampers emerges as competitive challenger to Huggies with superior brand interest growth rates in Sacramento-Stockton-Modesto CA (+4.3% vs -3.8% growth), Monterey-Salinas CA (+11.9% vs -8.6% growth), and Tucson (Sierra Vista) AZ (+14.6% vs -10.2% growth)
Huggies emerges as competitive challenger to Pampers with superior brand interest growth rates in Baltimore MD (+17.2% vs -7.0% growth), Charleston SC (+32.4% vs -19.1% growth), and Dayton OH (+79.2% vs -25.0% growth)
Pampers demonstrates competitive strength with 166 high brand interest markets and 23 high-growth markets, notably in Albany GA (71.0% brand interest, -29.0% growth), Albany-Schenectady-Troy NY (57.0% brand interest, -5.0% growth), and Amarillo TX (59.0% brand interest, -6.3% growth)
Huggies demonstrates competitive strength with 149 high brand interest markets and 29 high-growth markets, notably in Abilene-Sweetwater TX (42.0% brand interest, -30.0% growth), Albuquerque-Santa Fe NM (42.0% brand interest, -12.5% growth), and Atlanta GA (37.0% brand interest, -2.6% growth)
Major market competition: Huggies and Pampers show significant brand interest performance differences in key markets: Detroit MI (Huggies: -4.3%, Pampers: +3.8%) and Indianapolis IN (Huggies: -5.0%, Pampers: +3.3%)
Close brand interest competition between Huggies and Pampers in Bangor ME (0.0% vs 0.0%) and Billings, MT (0.0% vs 0.0%)
Huggies maintains strong brand interest position in key markets: Baltimore MD (34.0% brand interest, +17.2% growth), Los Angeles CA (51.0% brand interest, +2.0% growth), and Raleigh-Durham (Fayetteville) NC (38.0% brand interest, +2.7% growth)
Pampers maintains strong brand interest position in key markets: Atlanta GA (63.0% brand interest, +1.6% growth), Charlotte NC (66.0% brand interest, +1.5% growth), and Chicago IL (55.0% brand interest, +1.9% growth)
Huggies leads category performance with 3.8% average brand interest growth, particularly strong in Albany-Schenectady-Troy NY (+22.9%, 43.0% brand interest), Augusta GA (+22.9%, 59.0% brand interest), and Beaumont-Port Arthur TX (+26.0%, 63.0% brand interest)