L2 Digital IQ Index: Top Personal Care Brands in Digital 2017

Since 2011, large consumer packaged goods (CPG) firms have shed $20 billion in share to smaller, independently-owned companies. In 2016 alone, established players' sales declined by 0.5 percent, while smaller upstarts’ revenues grew by 3.1 percent.

This trend is being shaped online. On Amazon, established players are being squeezed out by smaller brands, and on Walmart.com, private label brands Equate and Parent’s Choice dominate the retailer’s first-page search results in key categories including Baby Care and Feminine Care.

L2's Digital IQ Index: Personal Care 2017 benchmarks the digital performance of 108 personal care brands operating in the United States, examining efforts across site & e-commerce, digital marketing, social media, and mobile.