Leading Consumer Packaged Goods Brands in Q3 2023: A Sensor Tower Analysis

Introduction

In Q3 2023, several consumer packaged goods brands in the United States excelled in digital engagement, showcasing impressive audience reach across their websites and apps. Leading the charge were Bath & Body Works, Pampers Club & Rewards, and Grove Collaborative Inc., each leveraging Sensor Tower’s data insights to optimize their digital strategies. This analysis delves into their performance trends and audience engagement metrics.

Bath & Body Works

Bath & Body Works, renowned for its fragrances and body care products, maintained a robust digital presence through its website, bathandbodyworks.com, and its app, Bath & Body Works | B&BW.

• Audience Trends: The website consistently attracted over 9M unique visitors monthly, with a significant rise to approximately 11M in August. The monthly true audience figures remained above 12M, peaking in August.

• App Engagement: The app's monthly active users fluctuated, reaching around 5M in August before a slight dip in September.

• Ad Spend & Channels: Monthly advertising expenditure varied, with August marking the highest at over $1.7M. Facebook was the dominant channel, consistently delivering the majority of impressions.

Pampers Club & Rewards

Pampers Club & Rewards, a leader in baby care products, engaged users through its website, pampers.com, and the Pampers Rewards app.

• Audience Trends: The website maintained stable monthly visits, with unique visits consistently around 3M. The monthly true audience increased slightly in August, reaching over 3.7M.

• App Engagement: The app maintained a steady monthly active user base, hovering around 500K.

• Ad Spend & Channels: Monthly ad spending increased, peaking in September at approximately $570K. Desktop video was a significant channel, especially in September.

Grove Collaborative Inc.

Grove Collaborative Inc., known for sustainable household products, effectively engaged audiences via its website, grove.co, and the Grove Collaborative app.

• Audience Trends: Website visits fluctuated, with a decrease in August followed by a recovery in September. The monthly true audience remained around 1.4M.

• App Engagement: Monthly active users of the app slightly decreased, ending at approximately 337K in September.

• Ad Spend & Channels: Advertising investment grew significantly, with September seeing over $1.3M in monthly spend. Facebook and Instagram were primary channels, driving substantial impressions.

Conclusion

In Q3 2023, Bath & Body Works, Pampers Club & Rewards, and Grove Collaborative Inc. demonstrated robust digital strategies, effectively utilizing both web and app platforms to engage their audiences. Sensor Tower’s comprehensive data insights, including Web Insights, App Performance Insights, and Pathmatics, offer decision-makers a detailed understanding of these brands' cross-platform performances, underscoring the critical role of integrated digital strategies in reaching and engaging consumers effectively.