Leading Brands in US Consumer Packaged Goods: Q2 2024 Analysis

Introduction

In the dynamic landscape of Consumer Packaged Goods (CPG) in the US, understanding digital engagement across platforms is crucial for brands aiming to capture market share. In Q2 2024, Sensor Tower's comprehensive data insights reveal key trends for leading brands like Bath & Body Works, Pampers Club & Rewards, and e.l.f. Beauty. These brands have shown significant engagement through their websites and apps, utilizing diverse advertising channels to reach their audiences.

Bath & Body Works

Bath & Body Works has cemented its position as a leader in personal care, known for its diverse range of fragrant products. Its digital presence remains strong with its website bathandbodyworks.com and the Bath & Body Works | B&BW app.

• Audience Trends: From Q1 to Q2 2024, the website's visits fluctuated, peaking in June with over 108M visits. The monthly deduplicated audience remained stable, averaging above 12M.

• App Engagement: The app's monthly active users decreased slightly over the quarter, from over 2.7M in January to approximately 2.2M in June.

• Ad Spend & Channels: Monthly advertising spend peaked in April at over $11M, with significant impressions from Facebook and OTT platforms. June saw a focus on Facebook with over 384M impressions.

Pampers Club & Rewards

Pampers Club & Rewards, renowned for its baby care products, continues to engage consumers through its website pampers.com and the Pampers Rewards app.

• Audience Trends: The website maintained a consistent audience, averaging around 2.5M unique visits monthly. The monthly deduplicated audience was stable at approximately 3M.

• App Engagement: The app's monthly active users remained steady, fluctuating slightly around 340K by the end of Q2.

• Ad Spend & Channels: Monthly ad spend decreased over the quarter, with desktop video and Facebook being primary channels. June saw reduced spending with impressions around 24M.

e.l.f. Beauty

e.l.f. Beauty, a brand synonymous with affordable cosmetics, continues to captivate audiences through its website elfcosmetics.com and the e.l.f. Cosmetics and Skincare app.

• Audience Trends: The website's unique visits peaked in April with over 1.9M. The monthly deduplicated audience showed growth, nearing 2M by June.

• App Engagement: App engagement was stable, with monthly active users consistently around 500K throughout the quarter.

• Ad Spend & Channels: Monthly ad spend was dynamic, peaking in March with over $4.8M. Instagram and Pinterest were key platforms, delivering substantial impressions.

Conclusion

The Q2 2024 analysis illustrates the importance of a multi-platform approach in the CPG sector. Bath & Body Works, Pampers Club & Rewards, and e.l.f. Beauty effectively utilized their digital channels to engage audiences, supported by strategic advertising. Sensor Tower's unmatched ability to provide detailed insights into cross-platform user behavior is invaluable for brands seeking to optimize their digital strategies. For more detailed insights, explore our Web Insights, App Performance Insights, and Pathmatics offerings.