Leading Consumer Packaged Goods Brands in Germany: Q2 2024 Analysis

In the dynamic landscape of Consumer Packaged Goods (CPG) in Germany, several brands have distinguished themselves in Q2 2024 with significant monthly true audience numbers across their websites and apps. This article delves into the performance of three leading brands: Pampers Club & Rewards, Ferrero, and Oral-B. Using data provided by Sensor Tower, we explore trends and insights into their digital footprint.

Pampers Club & Rewards

Pampers Club & Rewards continues to be a strong player in the CPG category, with both its website and app presence.

• Website Performance: The pampers.com website maintained a stable monthly visitor count throughout Q2 2024. Monthly visits ranged from 4.5M to 5.8M, with unique visitors hovering above 900K each month. The visits per unique visitor remained consistent, suggesting a loyal user base.

• App Engagement: The Pampers Rewards app experienced slight fluctuations in monthly active users, with numbers just above 350K. The app audience was a significant part of the monthly true audience, contributing to its overall reach.

• Advertising Insights: Monthly ad spend increased from $37K in April to over $81K in June, with impressions peaking at about 16.5M. Facebook was a dominant channel, accounting for the majority of impressions.

Ferrero

Ferrero, renowned for its Kinder brand, showcased a unique digital presence.

• Website Performance: The kinder.com website saw a variable trend, starting at over 5.8M monthly visits in April, dipping in May, and recovering to 3.6M in June. Unique visits mirrored this pattern, indicating seasonal or campaign-driven fluctuations.

• App Engagement: The Applaydu & Friends games app observed an increase in monthly active users from 42K to over 51K from April to May, before stabilizing.

• Advertising Insights: Ferrero's monthly ad spend was substantial, surpassing $1.4M in April and increasing to over $2.6M by June. Facebook and Instagram were key platforms, delivering the highest impressions.

Oral-B

Oral-B demonstrated a robust online presence with consistent web and app engagement.

• Website Performance: The oralb.com website consistently attracted over 1.8M monthly visits, with unique visitors ranging around 130K to 150K. The visits per unique visitor remained high, suggesting deep user engagement.

• App Engagement: The Oral-B app maintained a steady monthly active user base, with active users around 175K.

• Advertising Insights: Monthly ad spend increased significantly from $578K in April to over $1.1M in June. YouTube was a major channel, providing substantial impressions alongside Facebook.

Conclusion

In Q2 2024, Pampers Club & Rewards, Ferrero, and Oral-B have effectively leveraged their digital platforms to engage with their audiences in Germany. Sensor Tower's comprehensive data insights offer an unparalleled view of these brands' cross-platform strategies, highlighting the importance of digital engagement in the CPG sector. For more detailed insights, Sensor Tower's Web Insights and Pathmatics provide invaluable resources for understanding these trends.