Leading Brands in DE: Consumer Packaged Goods Q3 2024 Analysis

Introduction

In Q3 2024, the Consumer Packaged Goods category in Germany demonstrated significant digital engagement, with Pampers Club & Rewards, Oral-B, and L'Oréal leading the way. Leveraging Sensor Tower's comprehensive cross-platform data, we explore the performance trends and audience engagement of these brands from Q2 to Q3 2024.

Pampers Club & Rewards

Pampers is renowned for its strong presence through its website, pampers.com, and the Pampers Rewards app.

• Audience Trends: The monthly deduplicated audience experienced a decline from over 1.3M in Q2 to approximately 940K by September 2024. The website consistently attracted a higher number of unique visitors, peaking in June with over 1M.

• App Engagement: The app's monthly active users remained relatively stable, with a slight dip in July and August, hovering around 95K.

• Ad Spend & Channels: Monthly advertising expenditure varied, with significant increases in June and September, reaching around $81K each month. Facebook and Instagram dominated the ad channels, with Facebook consistently delivering the highest impressions, especially in June.

Oral-B

Oral-B stands out with its website, oralb.com, and the Oral-B app.

• Audience Trends: The website saw fluctuating visits, with a notable peak in September reaching nearly 970K. The monthly deduplicated audience remained stable around 360K throughout Q3.

• App Engagement: The app's monthly active users remained stable, averaging around 59K, with a slight increase observed in July.

• Ad Spend & Channels: Oral-B's monthly ad spend peaked in July at around $1.7M, with YouTube and Facebook being the primary channels, delivering substantial impressions.

L'Oréal

L'Oréal's digital strategy includes the website, loreal-paris.com.br, and the Style My Hair app.

• Audience Trends: Web traffic remained robust with a consistent audience, peaking in June with over 290K unique visits. The monthly deduplicated audience saw a slight increase from 240K in August to 266K in September.

• App Engagement: The app maintained a modest monthly active user base, averaging below 100 users, indicating a focus on web presence.

• Ad Spend & Channels: L'Oréal's monthly ad spend remained high throughout the quarter, particularly in September with nearly $10M. Instagram and YouTube were key channels, delivering the highest impressions.

Conclusion

The Consumer Packaged Goods sector in Germany continues to thrive, with brands like Pampers, Oral-B, and L'Oréal setting benchmarks in digital engagement. Sensor Tower's unparalleled cross-platform analytics provide invaluable insights into these trends, offering a comprehensive view of user behavior across web and app platforms. For detailed insights, explore our Web Insights, Pathmatics, and App Performance Insights products.