It's a dirty business, but someone's got to do it. Babies' bottoms are big bucks for Procter & Gamble and Kimberly-Clark. Between them, the two companies control around 80% of the global market for diapers (or nappies as the British call them). Pampers is the brand which introduced the world to the concept of the disposable diaper 55 years ago, and it remains the #1 brand worldwide. It is also Procter & Gamble's single biggest global brand, with sales of almost $9bn in 2016, around a third or more higher than Huggies' total sales. Both brands have diversified into related merchandise, not just more specialised diapers but also wipes and wash products, changing mats, bibs and other such items. Globally, the two brands' biggest rivals are private label products from supermarkets. Beneath the happy families appearance of the baby products market lies a rivalry more intense even than that between Coke and Pepsi. Relentless competition from Kimberly-Clark's Huggies brand in the mid-to-late 1990s stole P&G's leadership of the US and several other markets, and ate into Pampers' lead in Europe. P&G has fought back since 2002 with a constantly updated product range and a savage price war, which eventually prompted Huggies to pull out of the infant diaper sector in Europe altogether. The Pampers brand is partnered by regional or value brands including Luvs in the US and Dodot in Spain. Huggies is supported by brands including Snugglers in Australia and Peaudouce in France. Shraddha Shankar is associate brand director for global Pampers at P&G. Aric Melzl is global brand director for Huggies.
Capsule checked 14th August 2018
Which agencies handle advertising for Pampers & Huggies? Find out more from Adbrands Account Assignments
Who competes with Procter & Gamble & Kimberly-Clark? See Household Care Sector for other companies
Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.
Historical profile information for Pampers v Huggies
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Adbrands Weekly Update 9th Jul 2015: Ads of the Week: "Pooface". Saatchi & Saatchi London dropped an instant classic with this splendid spot for Pampers, which celebrates those amazing faces babies make when they're... well, you know... lightening the load. "Pampers pooface" says it all really. However, the ad has become mired in some minor controversy. Critics have been quick to point out the echoes of BMF's similar ad for Aldi Australia from three years ago. Perhaps more serious are the questions over whether this ad was truly eligible for the couple of Cannes Lions it collected last month, since it was only officially released last week. And here's another puzzler: it still doesn't seem to have been formally acknowledged by P&G with a post on their own Pampers' online sites.
Adbrands Weekly Update 9th Apr 2015: Ads Of The Week "Naptime". Saatchi & Saatchi New York delivers another set of likeable, well-observed spots for P&G's second-string nappy brand Luvs, contrasting the different attitudes of nervous first-time parents from well-experienced seconders. It's a clever concept, one every twice-plus parent will recognise. Some of the set-ups are funnier than others, but all are warm and true.
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Adbrands Weekly Update 11th Dec 2014: Moving in a very different direction from high-tech products like its Kindle e-reader, Amazon is jumping into the fiercely competitive US babycare market with its own private label brand, Elements Soft & Cozy. The first products will be a line of diapers and wipes priced below market leaders Pampers and Huggies but above P&G's value brand Luvs and private label products. Other products will follow if the launch goes well. For now, the products will offered exclusively to Amazon Prime members.
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