Leading Grocery Brands in Australia: A Q3 2023 Analysis

In the dynamic landscape of Australian grocery stores, the third quarter of 2023 showcased impressive performances from leading brands. This article delves into the digital presence and advertising strategies of Coles Supermarkets Australia Pty Ltd, Dan Murphy's, and ALDI. Sensor Tower's comprehensive data provides unique insights into these brands' cross-platform engagements.

Coles Supermarkets Australia Pty Ltd

Coles is a cornerstone of the Australian retail sector, renowned for its extensive grocery offerings. Its digital footprint is substantial, featuring its website, coles.com.au, and the Coles app.

• Audience Trends: Throughout Q3 2023, coles.com.au maintained a stable monthly visitor count, with visits fluctuating around 22M. The monthly deduplicated audience numbers consistently hovered above 3.4M, with a notable balance between app-only and web-only visitors.

• App Engagement: The Coles app saw a gradual increase in monthly active users, starting at 151K in July and reaching 157K by September, reflecting steady mobile engagement.

• Ad Spend & Channels: Coles invested significantly in advertising, with monthly spends exceeding $1.1M. Facebook and Instagram were primary channels, delivering the majority of monthly impressions, showcasing a strong focus on social media platforms.

Dan Murphy's

Dan Murphy's is a leading liquor retailer known for its vast selection and competitive pricing. Its digital presence includes its website, danmurphys.com.au, and the Dan Murphy's app.

• Audience Trends: Dan Murphy's website experienced a peak in September with visits reaching over 9.4M. The true monthly audience steadily increased, surpassing 2.1M by the end of the quarter.

• App Engagement: The app maintained consistent engagement, with monthly active users fluctuating around 105K, indicating a stable mobile user base.

• Ad Spend & Channels: Monthly advertising spend peaked in August at over $500K, with Facebook and Instagram being the key channels for audience reach, emphasizing the brand’s focus on digital engagement.

ALDI

ALDI is celebrated for its cost-effective and high-quality product range. Its digital strategy encompasses its website, aldicareers.com.au, and the ALDI SÜD app.

• Audience Trends: The website saw a decline in visits, starting at over 660K in July and dropping to around 450K by September. Despite this, the true monthly audience remained stable, indicating loyal user engagement.

• App Engagement: The ALDI SÜD app had a slight decrease in monthly active users, from 47K in July to 46K in September, suggesting consistent but modest app engagement.

• Ad Spend & Channels: ALDI's monthly ad spend was robust, with over $400K spent. Facebook and Instagram were the dominant channels, highlighting the brand's strategic use of social media advertising.

Conclusion

The third quarter of 2023 highlighted the strategic digital engagements of Coles, Dan Murphy's, and ALDI in the Australian grocery sector. Sensor Tower's unparalleled data insights reveal how these brands effectively leverage both web and app platforms to reach and engage their audiences. With comprehensive web insights, app performance data, and advertising analysis, Sensor Tower remains the leading source for understanding cross-platform user behavior.

For more detailed insights, explore our Web Insights, App Performance Insights, and Pathmatics offerings.