Leading Brands in US CPG: Q1 2024 Insights

In the dynamic landscape of Consumer Packaged Goods (CPG), several brands have emerged as leaders in the US, demonstrating strong digital engagement across websites and apps. This article explores the performance and trends of Bath & Body Works, Pampers Club & Rewards, and e.l.f. Beauty from Q4 2023 to Q1 2024, highlighting the role of Sensor Tower in providing comprehensive, cross-platform insights.

Bath & Body Works

Bath & Body Works showcases a robust digital presence with its website, bathandbodyworks.com, and the Bath & Body Works | B&BW app.

• Audience Trends: The monthly deduplicated audience remained stable, exceeding 12M across Q1 2024. Notably, the website attracted more visitors than the app, with over 8M web-only visitors in March 2024.

• App Engagement: The app's monthly active users hovered around 2.5M in March 2024, indicating a steady user base despite slight fluctuations.

• Ad Spend & Channels: Total monthly ad spend saw a gradual increase, reaching over $3M in March 2024. Facebook and Instagram were dominant channels, with Facebook generating significant impressions.

Pampers Club & Rewards

Pampers leverages its website, pampers.com, and the Pampers Rewards app to connect with its audience.

• Audience Trends: The monthly deduplicated audience remained stable, slightly above 3.1M in March 2024. The website consistently drew more visitors compared to the app.

• App Engagement: Active users on the app saw a rise, peaking at over 360K in March 2024, reflecting growing mobile engagement.

• Ad Spend & Channels: Monthly ad spend experienced fluctuations, with a notable decrease in March 2024, dropping to approximately $230K. Desktop video and Instagram were key channels for impressions.

e.l.f. Beauty

e.l.f. Beauty's digital footprint includes elfcosmetics.com and the e.l.f. Cosmetics and Skincare app.

• Audience Trends: The monthly deduplicated audience showed growth, reaching approximately 1.8M in March 2024. The website significantly outperformed the app in attracting visitors.

• App Engagement: The app maintained a strong monthly active user base, with active users climbing to over 510K in March 2024.

• Ad Spend & Channels: Monthly ad spend surged over the quarter, topping $4.8M in March 2024. TikTok and Snapchat were prevalent channels, delivering vast impressions.

Conclusion

The CPG landscape in the US continues to evolve, with Bath & Body Works, Pampers Club & Rewards, and e.l.f. Beauty leading in digital presence and engagement. Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide unparalleled insights into cross-platform user behavior, empowering brands to make informed strategic decisions. These insights are crucial for decision-makers seeking to navigate the complexities of the digital market and drive growth.