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Pampers' top 10 neighbors are a cross-category mix — department stores, candy, snacks, beverages, a restaurant, and a direct competitor — with scores compressed into a narrow band from 0.80 down to 0.77, and no single entity pulling away from the rest.
The shape is flat. Kohl's leads at 0.80, followed closely by Pillsbury at 0.80 and Reese's at 0.79 — a department store and two confectionery brands, none of them thematically related to infant care. Mountain Dew (0.78) and Hershey's (0.78) continue the pattern. Tallying the subcategories across all 10 neighbors: Sweets accounts for three entries (Reese's, Hershey's, Butterfinger), Food for one (Pillsbury), Beverages for one (Mountain Dew), Department Stores for one (Kohl's), Restaurant for one (Arby's), Grocery and Superstores for one (Big Lots), and Home for one — Huggies at 0.78, the only neighbor sharing Pampers' own subcategory. The dominant cluster is mainstream consumer packaged goods and value retail, not the parenting or infant-care category one might expect. Huggies is the lone same-kind neighbor in the top 10, and it sits mid-pack rather than at the top.
The flat, cross-category spread suggests Pampers' audience is shaped by broad household consumption patterns rather than a tight parenting-product niche.
