Leading Brands in the UK's Consumer Packaged Goods Category: Q3 2024 Insights

In the bustling Consumer Packaged Goods sector, several brands have emerged as leaders in the UK market during Q3 2024. This article delves into the performance and trends of Costa Coffee, e.l.f. Beauty, and Oral-B, highlighting their digital presence and advertising strategies. Sensor Tower's comprehensive data provides a unique cross-referencing of web, app, and advertising insights, offering unparalleled insights into these brands.

Costa Coffee

Costa Coffee, renowned for its premium coffee offerings, has a robust digital ecosystem that includes its website, costa.co.uk, and the Costa Coffee Club app.

• Audience Trends:

  • The website experienced a decline in monthly visits, starting above 6M in July and dropping to just under 4M by September.

  • The monthly true audience remained stable, hovering around 4.3M throughout the quarter, with a balanced mix of app and web-only visitors.

• App Engagement:

  • The Costa Coffee Club app saw a consistent number of monthly active users, peaking at approximately 3.9M in August.

• Ad Spend & Channels:

  • Monthly ad spend peaked in August at over $1M, primarily driven by Facebook and Instagram, which together accounted for a significant portion of impressions.

e.l.f. Beauty

e.l.f. Beauty is a leader in affordable cosmetics, with its digital presence highlighted by its website, elfcosmetics.com, and the e.l.f. Cosmetics and Skincare app.

• Audience Trends:

  • The website visits showed a downward trend, starting at over 2.5M in July and decreasing to around 1.6M by September.

  • The monthly true audience slightly decreased, remaining above 240K across the quarter, with a predominance of web-only visitors.

• App Engagement:

  • The app maintained steady engagement, with monthly active users fluctuating around 90K.

• Ad Spend & Channels:

  • Monthly ad spending was highest in July, exceeding $340K, with Snapchat and YouTube being prominent channels for impressions.

Oral-B

Oral-B, a trusted name in dental care, employs a strategic digital approach with its website, oralb.com, and the Oral-B app.

• Audience Trends:

  • Website visits remained stable, hovering around 680K throughout the quarter.

  • The monthly true audience showed slight fluctuations, settling just above 160K by September.

• App Engagement:

  • The app maintained consistent monthly active users, with numbers slightly decreasing from 97K in July to 91K in September.

• Ad Spend & Channels:

  • Oral-B's monthly ad spend was substantial, with July seeing over $2M spent, predominantly on Instagram and Facebook.

Conclusion

Costa Coffee, e.l.f. Beauty, and Oral-B have each demonstrated distinct digital trends in Q3 2024, with varying strategies in web presence, app engagement, and advertising. Sensor Tower's ability to provide detailed cross-platform insights is crucial for understanding these dynamics in the Consumer Packaged Goods category. With tools like Web Insights, Pathmatics, and App Performance Insights, businesses can gain a comprehensive view of their digital footprint and audience engagement, empowering decision-makers to craft informed strategies.