In Euromonitor’s last ranking, Pampers was ranked no. 3 and its decrease has led to increased competition and a smaller market share. In the longer term, Pampers faces the issue of a declining birth rate in North America. The Asia-Pacific is now the brand’s most important market.
Meanwhile, Pampers competitor Huggies advanced in the ranking, up from no. 17 last year. Huggies has seen nice advancements in Latin America—particularly in Brazil—and the Asia-Pacific but is experiencing some stagnation in North America due to market maturity and negative demographic developments.
According to Euromonitor all of the megabrands are becoming more dependent on the Asia-Pacific region. The importance of this region is illustrated by the existence of Chinese monogamous megabrands including Jiadiaobao herbal tea dring and Wahaha packaged food brand, peppered throughout the top 100 that generate enough in sales to make it to the global list.