Leading Brands in Germany's Food Delivery Services: Q4 2023 Analysis

Introduction

The food delivery industry in Germany experienced significant shifts from Q3 to Q4 2023. Leading brands such as SkipTheDishes, HelloFresh, and flaschenpost SE have demonstrated notable trends across their websites and apps. Sensor Tower's comprehensive data provides insights into cross-platform user behavior, emphasizing trends in audience engagement and advertising strategies.

SkipTheDishes

SkipTheDishes, a major player in the food delivery market, operates through its websites, lieferando.de and takeaway.com, along with the Just Eat Takeaway.com app.

• Audience Trends:

  • lieferando.de experienced a rise in unique visits, peaking at 3.9M in December. The site maintained over 11 visits per unique visitor, showcasing robust user engagement.

  • takeaway.com saw fluctuations with unique visits ranging from 300K to 340K. Visits per unique visitor decreased to around 2 by December.

• App Engagement:

  • The Just Eat Takeaway.com app maintained a stable monthly active user base of approximately 2.1M.

• Ad Spend & Channels:

  • A key focus was on Instagram, with monthly ad spend peaking in September at over $250K. By December, ad spend dropped to zero, indicating a strategic shift or pause in advertising efforts.

HelloFresh

HelloFresh, renowned for its meal kit delivery service, maintains a strong digital presence through its website, hellofresh.com, and the HelloFresh: Meal Kit Delivery app.

• Audience Trends:

  • The website peaked in November with visits surpassing 16M. Visits per unique visitor were particularly high in November at around 11.

  • The true monthly audience saw a slight dip in December but stayed above 1.7M.

• App Engagement:

  • The app maintained a steady monthly active user base, with active users above 280K.

• Ad Spend & Channels:

  • HelloFresh implemented a diverse advertising strategy with significant investments across Facebook, Instagram, and YouTube. The highest monthly spend was in July at around $795K, primarily driving impressions on YouTube.

flaschenpost SE

flaschenpost SE, a key player in online beverage delivery, extends its reach through its website, flaschenpost.de, and the flaschenpost: Online einkaufen app.

• Audience Trends:

  • The website saw significant increases in visits in October and December, with both months exceeding 9.6M visits. Unique visits remained consistent, reflecting strong user retention.

• App Engagement:

  • The app's monthly active users remained stable, slightly above 100K throughout the quarter.

• Ad Spend & Channels:

  • Advertising efforts peaked in September with a spend of over $780K, focusing on Facebook and Instagram, which collectively drove over 170M impressions.

Conclusion

The last quarter of 2023 highlighted the dynamic nature of Germany's food delivery sector. With Sensor Tower's unparalleled data insights, brands like SkipTheDishes, HelloFresh, and flaschenpost SE have optimized their digital presence and advertising strategies effectively. This data, spanning web and app engagements, provides a comprehensive view of the industry, crucial for understanding evolving consumer behaviors.

For more detailed insights, Sensor Tower's offerings such as Web Insights, App Performance Insights, and Pathmatics provide unparalleled access to cross-platform data. Sensor Tower remains the go-to source for decision-makers seeking to leverage data-driven strategies in the competitive food delivery market.