Key findings:
- Pampers' Ad Awareness rose from 16.0% on September 1 to a peak of 23.2% on September 29.
- Word of Mouth (WOM) Exposure increased from 6.7% at the start of September to 10.2% on October 24.
- Consideration climbed from 9.4% on September 1 to a peak of 14.7% on October 20.
Sixty-five years after Pampers first brought disposable diapers to store shelves, the brand is marking a milestone in a product category that has become a staple for generations of parents.
YouGov BrandIndex data examines how Pampers has performed among U.S. consumers as the brand celebrates its 65th anniversary, tracking changes in Ad Awareness, Word of Mouth Exposure and Consideration between September 1 and October 25, 2026.
Pampers records significant Ad Awareness uplift in late September
Pampers' Ad Awareness, which measures the proportion of consumers who recall seeing an advertisement for the brand in the past two weeks, stood at 16.0% on September 1.
After dipping to 13.2% on September 8, the metric began climbing in mid-September, peaking at 23.2% on September 29.
Momentum eased in October, with Ad Awareness dropping to 16.0% on October 12 before recovering slightly to 18.5% by October 25, remaining 2.5 percentage points above its starting level.
Word of Mouth Exposure reaches 10.4% in mid October
Pampers also recorded an increase in WOM Exposure, which tracks whether consumers have talked about the brand with friends or family in the past two weeks.
The metric declined from 6.7% on September 1 to 4.1% on September 12, before recovering through the second half of the month.
By September 26, WOM Exposure reached 9.4%. After fluctuating in early October, it climbed to 10.4% on October 17, before ending the period at 9.4% on October 25.
Consideration climbs to 14.7% in late October
While Ad Awareness peaked in September, Pampers' Consideration score recorded its strongest gains in October.
Consideration, which measures the proportion of consumers who would consider purchasing from the brand, started at 9.4% on September 1 before declining to 6.7% on September 24.
The metric subsequently recovered, reaching 11.6% on October 13 and climbing to a period high of 14.7% on October 20.
Although it eased slightly towards the end of the tracking period, Consideration remained at 13.5% on October 25, up 4.1 percentage points from September 1.
Overall, the data shows different trajectories across the three metrics. By October 25, all three measures were above their levels at the start of September.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. Pampers' metric scores are based on these questions: “Which of the following consumer brands have you seen an advertisement for in the PAST TWO WEEKS?", " Which of the following consumer brands have you talked about with friends and family in the PAST TWO WEEKS (whether in-person, online, or through social media)?”, “When you are in the market next to purchase consumer goods, from which of the following would you consider purchasing?”. Scores are reported as percentages, based on daily surveys of U.S. adults. Data is weighted using a propensity scoring methodology with targets from the American Community Survey (ACS) to ensure representation by age, gender, race, education, and region. Figures are shown as a 2-week moving average with sample size ranging from 693 to 732 between September 1 to October 25, 2026.
Image: Getty Images
