E-commerce growth in the German fast-moving consumer goods (FMCG) market has been slower than anticipated, but the top ten brands in Gartner L2’s Digital IQ Index: FMCG Germany are taking it in their stride. Brand sites are increasingly becoming content repositories that educate and guide customers toward the right products for their needs. Although this may not directly drive sales in the way it does in other markets, brands are rewarded with high organic visibility on Google thanks to their search-optimized sites.
1. Nivea Digital IQ: 147
Nivea manages to nab the top spot in this year’s ranking, besting retailer private label brands on search pages and scoring the highest organic visibility in the bath & shower, deodorant and skin care categories. The brand dwarfs other skin care brands in top text ad visibility and achieves Index-leading interaction rates on Instagram among local German accounts. Additionally, Nivea is the only brand to use the Shop button and feature shoppable posts on the platform.
2. Pampers Digital IQ :138
Pampers slides into second by placing huge amounts of content on its site to boost SEO performance. The brand uses Outbrain, a third-party content management plug-in, to suggest tailored educational content for every user and is the only tracked brand visible against diapers & wipes nonbranded keywords for both paid and organic Google search.
3. Philips Digital IQ: 127
By focusing investments in text and shopping ads, Phillips is able to achieve very high visibility against electric toothbrush keywords on both desktop and mobile Google search. Additionally, the label earns the most video views and greatest community size growth out of all global YouTube handles in the Index.
3. Schwarzkopf Digital IQ: 127
On Amazon, Schwarzkopf has more nonbranded sponsored products and sponsored brands than any other studied brand against hair care searches. It also shines with the highest number of static desktop display ad impressions in-category and stands out as the only hair care brand to feature Instagram stories during Gartner L2’s period of analysis.
5. Oral-B Digital IQ: 126
As a category leader in discoverability across all e-tailers, Oral-B boasts rich product pages on all platforms and is one of few Index brands to outperform the others on Amazon in both Germany and the U.K. The brand caps off its performance with impressive social success on YouTube and Instagram thanks to innovation-driven product content.
6. Braun Digital IQ: 125
Braun nudges ahead of its rivals with the highest e-tailer score for a shaving brand. Additionally, Braun beats others with the highest sponsored visibility and ownership of nonbranded sponsored products in-category.
7. Gillette Digital IQ: 121
Gillette is one of few brands to find relative success by using sponsored products on Rossmann. While these are behind the private label, Gillette’s sponsored visibility is ahead of all other Index shaving brands.
8. Eucerin Digital IQ: 120
Eucerin glows with the best overall desktop site features such as extensive guided selling content. For example, the brand features an interactive product finder tool that is easily accessible from the primary navigation—crucial for users’ convenience.
9. o.b. Digital IQ: 119
o.b. shows off mighty digital prowess as the highest placed intimate hygiene brand. It shines on e-tailers and social media, finding particular success on YouTube with more views than most other Index brands.
10. Garnier Digital IQ: 118
With some of the best product pages in the Index, Garnier maintains extensive reviews on-site in which shoppers can upload their own images. Reviews are also syndicated through dm, the retailer.