Leading Brands in Health & Wellness: Q4 2023 Analysis

In the competitive landscape of Health & Wellness, brands such as Strava, Fitbit, and MyFitnessPal have solidified their positions as leaders in the UK market. This analysis delves into their performance and trends from Q3 to Q4 2023, leveraging Sensor Tower’s comprehensive data insights to provide a strategic overview.

Strava, Inc.

Strava, renowned for its app Strava: Run, Bike, Hike, maintains a robust digital presence through its website strava.com.

• Monthly Audience Trends: From Q3 to Q4, strava.com experienced a decline in visits, from over 21M in August to approximately 11.8M in December. The monthly deduplicated audience decreased, stabilizing around 4.5M in December.

• Monthly App Engagement: The app’s monthly active users decreased from 1.4M in July to about 1.3M in December, reflecting a downward trend in user engagement.

• Monthly Ad Spend & Channels: Strava’s advertising efforts peaked in December with a monthly spend of over $34K, primarily through Instagram, which delivered significant impressions of over 3.4M.

Fitbit

Fitbit, with its Fitbit: Health & Fitness app and website fitbit.com, shows a distinct pattern in user engagement.

• Monthly Audience Trends: Fitbit.com visits increased in December, reaching over 7.1M. The monthly deduplicated audience remained stable around 3.3M throughout Q4.

• Monthly App Engagement: The app maintained a consistent monthly active user base, with users hovering around 1M during Q4.

• Monthly Ad Spend & Channels: December witnessed a significant increase in monthly ad spend to approximately $28K, with Instagram being the primary channel, delivering over 2.8M impressions.

MyFitnessPal, Inc.

MyFitnessPal is a key player with its MyFitnessPal: Calorie Counter app and website myfitnesspal.com.

• Monthly Audience Trends: Website visits declined from over 6M in August to around 2.4M in December. The monthly deduplicated audience decreased to approximately 2.3M by the end of Q4.

• Monthly App Engagement: The app’s monthly active users dropped from 1.8M in July to about 1.4M in December, indicating a gradual decline.

• Monthly Ad Spend & Channels: MyFitnessPal’s monthly ad spend was minimal, with TikTok being the primary channel, achieving a modest 55K impressions in December.

Conclusion

The Health & Wellness sector shows varied trends across these leading brands. Strava, Fitbit, and MyFitnessPal each exhibit unique digital footprints and engagement levels. Sensor Tower’s unparalleled data insights provide a comprehensive view of these dynamics, enabling a deeper understanding of cross-platform user behavior. For further insights, explore our Web Insights, App Performance Insights, and Pathmatics offerings. These tools offer invaluable advantages for decision-makers seeking to navigate the evolving digital landscape.