Leading Consumer Packaged Goods Brands in Germany: Q1 2024 Overview

In the first quarter of 2024, Pampers Club & Rewards, Oral-B, and Coke emerged as leading brands in Germany's Consumer Packaged Goods category. Analyzing their digital presence provides insights into monthly audience trends, app engagement, and advertising strategies. Sensor Tower's comprehensive data reveals the dynamics of these brands across websites and apps.

Pampers Club & Rewards

Pampers Club & Rewards maintains a robust digital footprint through its website pampers.com and the Pampers Rewards app.

• Audience Trends: The website showed a steady increase in monthly visits from 5M in January to nearly 5.9M in March, with unique monthly visits rising from 960K to over 1.2M. The monthly true audience consistently grew, surpassing 1.6M by March.

• App Engagement: The Pampers Rewards app saw a slight increase in monthly active users, hovering around 350K throughout the quarter, reflecting stable app engagement.

• Ad Spend & Channels: Monthly advertising spend surged in March, reaching nearly $27K with significant impressions. Facebook dominated ad channels, particularly in March, with impressions exceeding 5M.

Oral-B

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

• Audience Trends: The website maintained a steady monthly audience, with visits increasing from 1.5M in January to over 1.6M in March. Monthly true audience numbers fluctuated slightly but remained around 300K.

• App Engagement: The app's monthly active users decreased slightly, from 210K in January to 187K in March, indicating shifting user preferences.

• Ad Spend & Channels: Monthly ad spend decreased over the quarter, with March seeing the lowest expenditure of about $640K. YouTube remained the primary channel, delivering the highest impressions.

Coke

Coke leverages its website coca-cola.com and the Coca-Cola: Gioca e vinci premi app for consumer engagement.

• Audience Trends: Website visits grew from 620K in January to over 830K in March, with monthly true audience figures remaining stable at around 140K.

• App Engagement: The app's monthly active users fluctuated, ending the quarter with approximately 77K users, showing a moderate level of engagement.

• Ad Spend & Channels: Monthly ad spend peaked in March at nearly $275K, with Facebook and Instagram being the most effective channels, yielding significant impressions.

Conclusion

The first quarter of 2024 highlighted the diverse strategies of Pampers Club & Rewards, Oral-B, and Coke in Germany's Consumer Packaged Goods sector. Sensor Tower's unparalleled data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide critical insights into cross-platform user behavior, enabling brands to tailor their strategies effectively. This data empowers decision-makers to make informed, strategic choices that drive growth and engagement.