Leading Consumer Packaged Goods Brands in Q1 2025: A Sensor Tower Analysis

Introduction

In the dynamic world of Consumer Packaged Goods (CPG), understanding digital trends is crucial for brands to maintain their edge. Sensor Tower’s comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide unparalleled insights into cross-platform user behavior. This article highlights the performance of three leading CPG brands in the United States for Q1 2025: Bath & Body Works, Pampers Club & Rewards, and e.l.f. Beauty.

Bath & Body Works

Renowned for its fragrant personal care products, Bath & Body Works has shown a robust digital presence through its website and app.

• Audience Trends: The website, bathandbodyworks.com, experienced a post-holiday decline in visits from 208M in December 2024 to around 82M by March 2025. The monthly true audience remained stable above 16M throughout Q1 2025.

• App Engagement: The Bath & Body Works | B&BW app had high engagement, with monthly active users peaking at over 9M in December 2024, then stabilizing above 6M in Q1 2025.

• Ad Spend & Channels: Monthly advertising expenditure decreased significantly from $8M in December 2024 to around $3M by March 2025, with Facebook and Instagram being the primary channels.

Pampers Club & Rewards

As a leading name in baby care, Pampers maintained a consistent digital presence through its website and app.

• Audience Trends: The website, pampers.com, had steady monthly visits around 7M. The monthly true audience remained stable above 2M, indicating a loyal user base.

• App Engagement: The Pampers Rewards app saw a slight dip in monthly active users from 882K in January to about 802K in March 2025.

• Ad Spend & Channels: Monthly advertising spend dropped to near-zero by March 2025, with desktop video being the primary channel in earlier months.

e.l.f. Beauty

Known for affordable cosmetics, e.l.f. Beauty leveraged both its website and app effectively.

• Audience Trends: The website, elfcosmetics.com, saw consistent visits around 7M monthly. The monthly true audience remained just under 1M throughout Q1 2025.

• App Engagement: The e.l.f. Cosmetics and Skincare app users decreased from 192K in December 2024 to around 108K by March 2025.

• Ad Spend & Channels: Monthly ad spend was consistent, hovering around $2.6M, with significant impressions on Facebook and Pinterest.

Conclusion

The Consumer Packaged Goods sector remains vibrant with brands like Bath & Body Works, Pampers Club & Rewards, and e.l.f. Beauty leading the charge. Sensor Tower’s comprehensive data provides critical insights into digital trends and user engagement, empowering brands to navigate the competitive landscape effectively. By cross-referencing web, app, and advertising data, Sensor Tower ensures a holistic view of market dynamics.

For more detailed insights, explore Sensor Tower’s Web Insights, Pathmatics, and App Performance Insights.