Leading Brands in U.S. Consumer Packaged Goods: Q2 2024 Insights

The Consumer Packaged Goods category in the United States witnessed dynamic shifts in Q2 2024, with leading brands like Bath & Body Works, Pampers Club & Rewards, and e.l.f. Beauty showcasing significant digital engagement. Through Sensor Tower's comprehensive data, we explore these brands' performance across websites and apps.

Bath & Body Works

Bath & Body Works, renowned for its fragrant products, has maintained a robust digital presence, with its website and Bath & Body Works | B&BW app driving considerable traffic.

• Audience Trends: The website visits showed an increasing trend from 62M in February to over 115M in June. Monthly true audience numbers also rose, peaking at approximately 15.6M in June.

• App Engagement: The app saw a significant rise in monthly active users, increasing from 4.6M in February to over 5.7M by June, indicating growing mobile engagement.

• Ad Spend & Channels: Total monthly ad spend peaked in April at over $11.8M, with Facebook and OTT channels delivering the highest impressions. Notably, OTT impressions surged in April.

Pampers Club & Rewards

Pampers Club & Rewards leverages its website and Pampers Rewards app for consistent audience engagement.

• Audience Trends: The website maintained stable monthly visits, averaging around 8.4M. Monthly true audience numbers hovered around 3M, with minimal fluctuation.

• App Engagement: The app showed consistent growth in monthly active users, peaking at over 640K in April, reflecting steady app user engagement.

• Ad Spend & Channels: Monthly ad spend was concentrated in desktop video, with spend decreasing from $789K in January to below $188K by June, as focus shifted away from high-cost channels.

e.l.f. Beauty

e.l.f. Beauty, known for its affordable cosmetics, continues to captivate its audience through elfcosmetics.com and the e.l.f. Cosmetics and Skincare app.

• Audience Trends: Website visits remained strong, with a peak of over 10M in June. Monthly true audience numbers saw a decline from 1.9M in April to under 1M in June, suggesting a shift in user engagement.

• App Engagement: The app's monthly active users decreased from 204K in April to approximately 131K in June, highlighting a potential area for growth.

• Ad Spend & Channels: Monthly ad spend was robust, averaging around $3.1M, with Pinterest and Instagram delivering the highest impressions, showcasing the brand's focus on visual platforms.

Conclusion

The Consumer Packaged Goods sector in the U.S. continues to evolve, with brands like Bath & Body Works, Pampers Club & Rewards, and e.l.f. Beauty adapting and thriving in the digital landscape. Sensor Tower's unparalleled data offerings provide critical insights into cross-platform user behavior, empowering brands to optimize their digital strategies effectively. Explore more with our Web Insights, App Performance Insights, and Pathmatics for a comprehensive view.