Packaged-Goods Sites Outpace Web Growth

SAN FRANCISCO Naysayers used to assert that packaged-goods companies would never have much success attracting people to their Web sites because there isn’t much tech sizzle in a bar of soap or box of crackers. New evidence on Web traffic would suggest otherwise. Companies such as Kraft, General Mills and Betty Crocker are attracting new unique users at twice the rate of the Internet as a whole, according to recent data from comScore.

Consumer packaged-goods sites on average grew 10 percent in unique visitors in the third quarter of 2007 compared to a year earlier, when the total Internet audience grew 5 percent, per comScore.

Kraft