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
|
38 DMAs
|
|
Emerging Market
|
Smaller markets showing strong growth potential
|
9 DMAs
3 States
|
|
Growth Opportunity
|
Mid-size markets with positive brand interest trends
|
8 DMAs
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
4 DMAs
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
29 DMAs
24 States
|
|
Monitor & Maintain
|
All other markets
|
105 DMAs
23 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 stable performance with 0.5% average growth across 51 markets (57.8% avg brand interest), with positive growth in 22 of 51 markets
Top performing markets for Pampers demonstrate exceptional results in South Dakota (+48.9% growth, 70.0% brand interest, +23.0% brand interest change), New Mexico (+15.7% growth, 59.0% brand interest, +8.0% brand interest change), and Wyoming (+14.6% growth, 63.0% brand interest, +8.0% brand interest change)
Pampers has 2 markets with high growth (>15%), 9 markets with moderate growth (5-15%), 21 stable markets (0-5%), and 19 declining markets
Notable high-growth markets for Pampers include New Mexico (+15.7% growth, 59.0% brand interest) and South Dakota (+48.9% growth, 70.0% 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 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 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
38
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 62.0% | -4.6% | -7.5% |
| Los Angeles CA | 4,962,377 | 49.0% | -2.0% | -5.8% |
| Chicago IL | 3,081,097 | 55.0% | +1.9% | -6.8% |
| Philadelphia PA | 2,642,616 | 65.0% | -3.0% | -4.4% |
| Washington DC (Hagerstown MD) | 2,224,748 | 63.0% | +0.0% | -4.6% |
| Phoenix AZ | 1,818,040 | 50.0% | -5.7% | +0.0% |
| Tampa-St. Petersburg (Sarasota) FL | 1,758,412 | 55.0% | -1.8% | -6.8% |
| Detroit MI | 1,646,663 | 55.0% | +3.8% | -1.8% |
Emerging Market
Smaller markets showing strong growth potential
9
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Wausau-Rhinelander WI | 160,633 | 60.0% | +25.0% | +27.7% |
| Columbus-Tupelo-West Point MS | 160,242 | 100.0% | +69.5% | +33.3% |
| Salisbury MD | 157,650 | 74.0% | +15.6% | +34.6% |
| Columbia-Jefferson City MO | 154,462 | 100.0% | +66.7% | +66.7% |
| Monroe LA-El Dorado AR | 147,849 | 100.0% | +51.5% | +92.3% |
| Topeka KS | 147,365 | 66.0% | +26.9% | +8.2% |
| Palm Springs CA | 142,979 | 100.0% | +117.4% | +92.3% |
| Joplin MO-Pittsburg KS | 128,486 | 100.0% | +92.3% | +132.6% |
Growth Opportunity
Mid-size markets with positive brand interest trends
8
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New Orleans LA | 584,044 | 67.0% | +9.8% | +4.7% |
| Honolulu HI | 411,655 | 54.0% | +8.0% | +3.9% |
| Shreveport LA | 317,492 | 65.0% | +16.1% | +6.6% |
| Paducah KY-Cape Girardeau MO-Harrisburg-Mount Vernon IL | 313,880 | 72.0% | +18.0% | +12.5% |
| Florence-Myrtle Beach SC | 273,785 | 74.0% | +12.1% | +12.1% |
| Reno NV | 260,899 | 51.0% | +18.6% | +2.0% |
| Tyler-Longview(Lufkin & Nacogdoches) TX | 239,777 | 64.0% | +16.4% | +20.8% |
| Eugene OR | 213,214 | 57.0% | +9.6% | +14.0% |
High Growth Priority
Large markets showing strong consistent growth
4
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Greenville-Spartanburg SC-Asheville NC-Anderson SC | 805,248 | 62.0% | +8.8% | -1.6% |
| West Palm Beach-Ft. Pierce FL | 754,979 | 60.0% | +9.1% | -3.2% |
| Jacksonville FL | 671,993 | 64.0% | +14.3% | -1.5% |
| Birmingham AL | 651,287 | 59.0% | +13.5% | -9.2% |
Maintain & Optimize
Stable markets with consistent performance
29
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Atlanta GA | 2,277,873 | 63.0% | +1.6% | +1.6% |
| Houston TX | 2,266,381 | 59.0% | +1.7% | +3.5% |
| Salt Lake City UT | 975,902 | 39.0% | +0.0% | +0.0% |
| Norfolk-Portsmouth-Newport News VA | 656,362 | 64.0% | +3.2% | +0.0% |
| Memphis TN | 547,706 | 69.0% | +0.0% | +1.5% |
| Wichita-Hutchinson KS | 388,977 | 58.0% | +3.6% | -4.9% |
| Roanoke-Lynchburg VA | 387,932 | 62.0% | +1.6% | -1.6% |
| Charleston-Huntington WV | 363,503 | 55.0% | +5.8% | -3.5% |
Monitor & Maintain
All other markets
105
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Pittsburgh PA | 998,699 | 60.0% | +1.7% | +7.1% |
| Dayton OH | 418,047 | 57.0% | -25.0% | -12.3% |
| Tucson (Sierra Vista) AZ | 416,976 | 47.0% | +14.6% | -4.1% |
| Spokane WA | 409,624 | 27.0% | -34.2% | -25.0% |
| Des Moines-Ames IA | 401,464 | 63.0% | -4.6% | -8.7% |
| Green Bay-Appleton WI | 400,512 | 44.0% | -15.4% | -17.0% |
| Madison WI | 386,495 | 59.0% | -4.8% | -10.6% |
| Omaha NE | 384,022 | 63.0% | +10.5% | -4.6% |
Turnaround Priority
Markets requiring immediate attention and improvement
11
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Dallas-Ft. Worth TX | 2,585,309 | 56.0% | +0.0% | -11.1% |
| Boston MA-Manchester NH | 2,206,762 | 62.0% | -4.6% | -10.1% |
| San Francisco-Oakland-San Jose CA | 2,204,229 | 48.0% | +0.0% | -9.4% |
| Seattle-Tacoma WA | 1,798,974 | 45.0% | -4.3% | -11.8% |
| Denver CO | 1,523,659 | 52.0% | +0.0% | -11.9% |
| Raleigh-Durham (Fayetteville) NC | 1,096,084 | 62.0% | -1.6% | -8.8% |
| San Diego CA | 940,959 | 45.0% | -6.3% | -13.5% |
| San Antonio TX | 900,609 | 52.0% | -5.5% | -8.8% |
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 challenging performance with -5.0% average growth across 180 markets (55.7% avg brand interest), with positive growth in 69 of 180 markets
Top performing markets for Pampers demonstrate exceptional results in Alexandria LA (+156.4% growth, 100.0% brand interest, +61.0% brand interest change), Palm Springs CA (+117.4% growth, 100.0% brand interest, +54.0% brand interest change), and Joplin MO-Pittsburg KS (+92.3% growth, 100.0% brand interest, +48.0% brand interest change)
Pampers has 23 markets with high growth (>15%), 24 markets with moderate growth (5-15%), 41 stable markets (0-5%), and 92 declining markets
Notable high-growth markets for Pampers include Abilene-Sweetwater TX (+45.0% growth, 58.0% brand interest), Alexandria LA (+156.4% growth, 100.0% brand interest), and Bluefield-Beckley-Oak Hill WV (+63.9% growth, 100.0% brand interest)
Pampers maintains strong brand interest positions in key markets: Albany GA (71.0% brand interest, -29.0% change), Albany-Schenectady-Troy NY (57.0% brand interest, -3.0% change), and Amarillo TX (59.0% brand interest, -4.0% change)
Pampers shows positive brand interest momentum in 69 markets, notably in Abilene-Sweetwater TX (+18.0% brand interest), Alexandria LA (+61.0% brand interest), Bluefield-Beckley-Oak Hill WV (+39.0% brand interest)
Pampers demonstrates strong market momentum with combined growth and brand interest gains in key markets: Abilene-Sweetwater TX (+45.0% growth, +18.0% gain, 58.0% current brand interest), Alexandria LA (+156.4% growth, +61.0% gain, 100.0% current brand interest), and Bluefield-Beckley-Oak Hill WV (+63.9% growth, +39.0% gain, 100.0% current brand interest)
Pampers successfully defends strong market 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)
In large markets, Pampers shows slight decline with high brand interest: Baltimore MD (-7.0% decline, 66.0% brand interest) and Boston MA-Manchester NH (-4.6% decline, 62.0% brand interest)
In medium markets, Pampers shows steady growth with high brand interest: Albany-Schenectady-Troy NY (-5.0% decline, 57.0% brand interest) and Buffalo NY (-4.8% decline, 60.0% brand interest)
In small markets, Pampers shows significant decline with high brand interest: Albany GA (-29.0% decline, 71.0% brand interest) and Amarillo TX (-6.3% decline, 59.0% brand interest)
Pampers maintains dominant market position with >35% brand interest in key markets: Albany GA (71.0% brand interest, -29.0% change) and Albany-Schenectady-Troy NY (57.0% brand interest, -5.0% change)
Pampers achieves significant brand interest gains in Abilene-Sweetwater TX (+18.0% brand interest growth, now at 58.0%) and Alexandria LA (+61.0% brand interest growth, now at 100.0%)
Pampers shows accelerating brand interest growth in Abilene-Sweetwater TX (+45.0% growth, 58.0% brand interest) and Alexandria LA (+156.4% growth, 100.0% brand interest)
Pampers maintains stable brand interest performance in mature markets: Albany-Schenectady-Troy NY (-5.0% decline, 57.0% brand interest) and Boston MA-Manchester NH (-4.6% decline, 62.0% brand interest)
Pampers faces growth challenges in historically strong markets: Albany GA (-29.0% decline, 71.0% brand interest) and Albany-Schenectady-Troy NY (-5.0% decline, 57.0% 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 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)