Germany remains a relatively stable market for fast‑moving consumer goods (FMCG). While brands have boxed out the longer tail threatening brands in the US and UK, brands in Germany face competition from known players. But the lackluster digital development of local retailers has left brands dependent on Amazon, where few have adjusted to the active platform management necessary to win. The top 10 brands in L2’s Digital IQ Index: FMCG Germany take an active role in strategies across Amazon, Google, and social platforms.
1. Nivea Digital IQ: 157
The sole Genius brand in this year’s ranking, Nivea is only one of two brands to support live chat. The brand boasts best-in-class e-mail marketing, featuring coupons to drive traffic to stores, and is also a leader in desktop display advertising. Furthermore, Nivea is the most visible brand in L2’s study for unbranded organic search on mobile devices across three categories: bath & shower, deodorant, and skincare. It rounds out its ranking with the second-best social media performance, achieving noticeable engagement across all platforms.
2. Pampers Digital IQ: 139
Supported by strong organic and paid visibility on Amazon, Pampers secures second place in L2’s ranking thanks to best overall e-tailer performance. The diaper brand blankets Google search results pages for unbranded terms by bolstering its wins on e-tailer partner platforms with complementary paid search investments. Finally, Pampers maintains a best-in-class mobile site experience and and tops off with a successful loyalty app.
3. L’Oréal Digital IQ: 137
For L’Oréal, brand awareness is a major strength. The cosmetics corporation is fortified with high unbranded Google search visibility across devices and achieves the best overall social performance out of all brands.
4. Phillips Digital IQ: 136
A sophisticated website with smooth e-tailer handoffs and live chat puts Phillips high in this year’s ranking. Additionally, the brand secures the highest sponsored product visibility on Amazon.
5. Oral-B Digital IQ: 134
Oral-B tops L2’s ranking when it comes to unbranded Google search visibility on desktop. The hygiene brand also shines with the highest organic in-category visibility on Amazon.
6. Garnier Digital IQ: 123
Though outpaced by indie brands for organic Amazon visibility in bath & shower searches, Garnier successfully translates its consistent performance across social media platforms to its brand site by integrating UGC on product pages.
6. o.b. Digital IQ: 123
O.b. makes deft use of Amazon advertising investments, giving it the highest combined ownership of headline ads and sponsored products as well as strong in-category ownership, beating out competitors Always, Carefree, and Camelia. It’s an outright leader, maintaining the highest unbranded organic visibility out of all tracked brands at 33%, mimicking its solid Amazon search performance.
8. Gillete Digital IQ: 121
As one of the two largest shaving brands, Gillette boasts smooth retailer handoff both online and offline through PriceSpider. It replicates these experiences on mobile as well, producing one of the top ranked sites overall.
9. Braun Digital IQ: 116
Among the top brands when it comes to e-tailer visibility, Braun’s strong investments in on-site product pages aid best-in-category unbranded search visibility on Google.
10. Dove Digital IQ: 114
Dove leads its category in visibility across e-tailers, with particular emphasis on dm and Rewe. Its knack for visibility helped it become one of the world’s most iconic products in beauty bars.