Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Top CPG Brand Sites Are Food Or Beverage

The results of a recent comScore, Inc. study of the top consumer packaged goods brand sites, showed that consumer packaged goods brand sites attracted a total of 66.4 million U.S. visitors, an increase of 10 percent versus the same period last year. All of the top ten positions were taken by food or beverage brands.  The average visitor made 3.9 visits to sites within the CPG category, viewing 10.5 pages per visit, and spending an average of 9 minutes per site visit.

 KraftFoods.com led the category with 10.5 million visitors (up 8 percent), followed by MyCokeRewards.com with 8.6 million visitors.

Top 10 Consumer Packaged Goods Sites (Q3 2007 Visitors U.S. Home/Work/University Locations)
Property                                    Avg. Quarterly Unique Visitors (000)
 Q3 2006  Q3 2007 Percent Change
Total Internet Audience

173,428

181,858

5%

 CPG Sites

60,341

66,432

10%

 KraftFoods.com

9,673

10,471

8%

 MyCokeRewards.com

66

8,624

131%

 Millsberry.com

4,500

4,984

11%

 BettyCrocker.com

4,223

4,535

7%

 Candystand.com

3,708

3,752

1%

 UncleBens.com

191

3,577

187%

 NabiscoWorld.com

2,394

3,325

39%

 MyMMs.com

1,309

2,340

79%

 Hersheys.com

1,875

2,093

12%

 MMs.com

1,308

2,010

54%

Source: comScore, Inc., December 2007 

Several candy sites have attracted substantial numbers of visitors, including:

  • Wrigley’s Candystand.com (up 1 percent to nearly 3.8 million visitors)
  • MyMMs.com (up 79 percent to 2.3 million visitors)
  • Hersheys.com (up 12 percent to 2.1 million visitors)

 UncleBens.com, which increased from 191,000 visitors a year ago to 3.6 million visitors this year, utilized targeted banner ads on Oprah.com and FoodNetwork.com that resulted in nearly 2 million visits.

Pampers.com, which ranked as the 12th most visited site in the CPG category, attracted 1.7 million visitors with its interactive site focused on baby development and parenting advice.

 Carolina Petrini, senior vice president of consumer packaged goods solutions at comScore, says  “… most CPG marketers have been reluctant to move a significant portion of their marketing budgets online because the Internet is not a primary sales channel for their products. However… savvy brand marketers are beginning to understand the importance of the online channel as a means of engaging consumers…  lead(ing) to offline sales.”

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