Leading Brands in Brazil’s Consumer Packaged Goods Category: Q1 2024 Analysis

Introduction

In the dynamic landscape of Brazil's Consumer Packaged Goods (CPG) category, several brands have distinguished themselves with impressive digital footprints. In this analysis, we focus on three leading brands: L'Oréal, Natura Cosméticos, and Oral-B. Utilizing Sensor Tower's unique cross-referencing capabilities, we delve into data trends from Q4 2023 to Q1 2024, highlighting their performance across websites and apps.

L'Oréal

L'Oréal's digital presence is robust, featuring its websites, loreal-paris.com.br and loreal.com, along with the Style My Hair app.

• Monthly Audience Trends: L'Oréal's websites saw significant traffic, with loreal-paris.com.br consistently attracting over 15M visits monthly by March 2024. In contrast, loreal.com experienced a notable increase, peaking at over 5M visits in February.

• Monthly App Engagement: The Style My Hair app maintained a stable monthly active user base, with users fluctuating around 900.

• Monthly Ad Spend & Channels: L'Oréal's monthly ad spend was substantial, peaking in February with over $1.9M, primarily through Facebook, which delivered the majority of impressions.

Natura Cosméticos

Natura's digital ecosystem includes the natura.com.br website and the Natura app.

• Monthly Audience Trends: The website experienced a decline in visits from December to March, stabilizing at approximately 73M visits monthly.

• Monthly App Engagement: The Natura app showed a slight decrease in monthly active users, settling around 3.2M by March.

• Monthly Ad Spend & Channels: Advertising efforts were consistent, with a peak monthly spend in December at over $1.4M, exclusively on Facebook, garnering significant impressions.

Oral-B

Oral-B's digital strategy includes the oralb.com website and the Oral-B app.

• Monthly Audience Trends: The website saw fluctuating visits, reaching a high of 330K in January. The monthly true audience remained relatively small, reflecting niche engagement.

• Monthly App Engagement: The Oral-B app had minimal monthly active users, decreasing to around 44 by March.

• Monthly Ad Spend & Channels: Ad spend was modest, with consistent monthly investment in Facebook, peaking at over $230K in December.

Conclusion

The digital landscape for CPG brands in Brazil is diverse, with each brand adopting unique strategies across web and mobile platforms. Sensor Tower's comprehensive data, encompassing web insights, app performance, and ad spend analytics, provides unparalleled insights into these trends. This analysis underscores the importance of cross-platform strategies in maintaining robust digital engagement.

For more detailed insights, explore Sensor Tower’s Web Insights, App Performance Insights, and Pathmatics offerings.