Leading Brands in U.S. Consumer Packaged Goods: Q4 2024 Trends

Introduction

In Q4 2024, the Consumer Packaged Goods category in the U.S. witnessed remarkable digital engagement from leading brands. Bath & Body Works, Pampers Club & Rewards, and e.l.f. Beauty emerged as frontrunners, consistently attracting vast monthly deduplicated audiences across their digital platforms. This article delves into their performance and trends, leveraging Sensor Tower's comprehensive data to offer insights into cross-platform user behavior.

Bath & Body Works

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

• Audience Trends: From Q3 to Q4 2024, the website experienced a substantial increase in unique visits, peaking in December with over 18M unique visitors. The monthly deduplicated audience grew significantly, exceeding 23M by the year’s end.

• App Engagement: The app's monthly active users climbed steadily, reaching over 2.8M in December, highlighting a growing preference for mobile experiences.

• Ad Spend & Channels: Monthly advertising spend increased dramatically, with December seeing over $8M across channels like YouTube, TikTok, and Instagram, delivering billions of impressions.

Pampers Club & Rewards

Pampers Club & Rewards, a leader in baby care products, engages its audience through pampers.com and the Pampers Rewards app.

• Audience Trends: The website maintained a stable audience, with unique visits hovering around 2M monthly. The monthly deduplicated audience declined slightly towards December, standing at over 2.6M.

• App Engagement: The app's monthly active users remained relatively stable, with numbers slightly below 300K by December.

• Ad Spend & Channels: Monthly ad spend was modest, peaking in October with over $420K, primarily on Facebook and desktop video, achieving millions of impressions.

e.l.f. Beauty

e.l.f. Beauty, known for its affordable cosmetics, has a strong presence with its website, elfcosmetics.com, and the e.l.f. Cosmetics and Skincare app.

• Audience Trends: The website experienced growth, with unique visits surpassing 1M in December. The monthly deduplicated audience also grew, reaching over 1.2M.

• App Engagement: The app's monthly active users remained stable, peaking at about 500K in November.

• Ad Spend & Channels: Monthly ad spend peaked in October at over $4.4M, leveraging OTT, Pinterest, and TikTok channels to reach extensive audiences.

Conclusion

The Consumer Packaged Goods sector in Q4 2024 highlighted the power of digital platforms in reaching large audiences. Bath & Body Works, Pampers Club & Rewards, and e.l.f. Beauty have strategically utilized web and app platforms to engage users effectively. Sensor Tower's unparalleled data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide critical insights into these trends, enabling brands to optimize their cross-platform strategies. By leveraging these insights, decision-makers can enhance their competitive edge and drive growth in an increasingly digital marketplace.