Leading Consumer Packaged Goods Brands in the UK: Q4 2024 Insights

In the competitive landscape of Consumer Packaged Goods (CPG) in the UK, several brands have demonstrated significant digital presence and engagement. This article delves into the performance of Costa Coffee, e.l.f. Beauty, and Coke during Q4 2024, highlighting their audience trends, app engagement, and advertising strategies. Sensor Tower's comprehensive data offerings provide a unique perspective on these brands' cross-platform user behavior.

Costa Coffee

Costa Coffee's digital footprint is robust, featuring its website, costa.co.uk, and the Costa Coffee Club app.

• Audience Trends: Throughout Q4 2024, costa.co.uk saw a steady increase in visits, peaking at over 4.6M in December. The monthly true audience remained stable, hovering around 4.2M to 4.5M. The app dominated with monthly app-only visitors consistently exceeding 3.3M.

• App Engagement: The Costa Coffee Club app maintained strong engagement, with monthly active users reaching approximately 3.8M in October and November, slightly dipping in December.

• Ad Spend & Channels: Costa Coffee's advertising focus varied across platforms, with notable spend on TikTok and Instagram. Total monthly ad spend decreased from around $670K in October to $480K in December, reflecting a strategic shift in channel focus.

e.l.f. Beauty

e.l.f. Beauty's digital strategy is centered around its website, elfcosmetics.com, and the e.l.f. Cosmetics and Skincare app.

• Audience Trends: elfcosmetics.com experienced significant growth, with visits nearly doubling from 2M in October to 4.8M in December. The monthly true audience saw a similar upward trend, reaching over 440K by the year's end.

• App Engagement: The app's monthly active users increased slightly, from around 99K in October to over 110K in November, maintaining stability into December.

• Ad Spend & Channels: e.l.f. Beauty's advertising strategy showed a fluctuating spend, with a peak in October at over $740K. Facebook and YouTube were key channels, with significant impressions.

Coke

Coke's digital presence includes its website, coca-cola.com, and the Coca-Cola: Gioca e vinci premi app.

• Audience Trends: coca-cola.com saw a surge in December, with visits rising to over 2.4M. The monthly true audience increased notably from around 280K in October to nearly 400K in December.

• App Engagement: The app's monthly active users showed a slight decline, from 173K in October to 157K by December.

• Ad Spend & Channels: Coke's advertising strategy saw a reduction in monthly spend, dropping from $420K in October to $140K in December. Facebook and Instagram were the primary channels, delivering the majority of impressions.

Conclusion

These leading brands in the UK CPG sector demonstrate varied strategies and trends in their digital engagement and advertising efforts during Q4 2024. Sensor Tower's unparalleled data capabilities offer critical insights into cross-platform behaviors, enabling brands to tailor their strategies effectively. For more detailed insights, explore Sensor Tower's Web Insights and Pathmatics offerings.