Leading Brands in US Consumer Packaged Goods: Q3 2024 Analysis

Introduction

In Q3 2024, the Consumer Packaged Goods (CPG) category in the US saw remarkable digital engagement from leading brands such as Bath & Body Works, Pampers Club & Rewards, and e.l.f. Beauty. This article explores their digital performance and strategic trends from Q2 to Q3 2024, drawing on Sensor Tower’s extensive datasets to uncover key insights.

Bath & Body Works

Renowned for its fragrant personal care products, Bath & Body Works has established a robust digital presence through its website, bathandbodyworks.com, and the Bath & Body Works | B&BW app.

• Audience Trends: The website experienced variable monthly visits, peaking at over 108M in June and tapering to approximately 74M by September. The monthly deduplicated audience remained consistently above 13M.

• App Engagement: The app maintained a steady monthly active user base, ranging from 2.2M to 2.4M.

• Ad Spend & Channels: Monthly advertising expenditure peaked at over $11M in April, with significant investments in OTT and Facebook, generating substantial impressions.

Pampers Club & Rewards

Pampers, a leader in baby care, drives its digital strategy through its website, pampers.com, and the Pampers Rewards app.

• Audience Trends: The website maintained stable monthly visits, with a peak of over 9M in July. The monthly deduplicated audience consistently hovered around 3M.

• App Engagement: Monthly active users slightly declined from 350K in Q2 to just over 300K by September.

• Ad Spend & Channels: Pampers’ monthly ad spend peaked at around $500K in April, focusing on desktop video and Facebook for effective reach.

e.l.f. Beauty

e.l.f. Beauty, known for its affordable cosmetics, marks its digital footprint with its website, elfcosmetics.com, and the e.l.f. Cosmetics and Skincare app.

• Audience Trends: The website's monthly visits declined from over 9M in June to around 3.2M by September. The monthly deduplicated audience mirrored this trend, dropping from 1.9M to approximately 740K.

• App Engagement: The app maintained a stable monthly active user base around 500K.

• Ad Spend & Channels: Monthly ad spend averaged around $3M, with strategic investments in Pinterest and YouTube achieving high impressions.

Conclusion

The analysis of Q3 2024 reveals the dynamic digital strategies of Bath & Body Works, Pampers Club & Rewards, and e.l.f. Beauty. With Sensor Tower’s unparalleled data offerings, brands gain crucial insights into cross-platform user behavior, empowering them to optimize their digital presence. For more in-depth analysis, explore Sensor Tower’s Web Insights, App Performance Insights, and Pathmatics. These resources are invaluable for understanding market dynamics and enhancing consumer engagement.