Leading Brands in AU Health & Wellness: Q2 2024 Insights

Introduction

In the dynamic realm of health and wellness, several brands have emerged as leaders in Australia, showcasing impressive digital footprints. This article delves into the performance of BUPA, Strava, Inc., and HealthEngine Pty Ltd from Q1 to Q2 2024, highlighting their audience trends, app engagement, and advertising strategies. Sensor Tower's comprehensive data provides a unique cross-referencing of web, app, and advertising data, offering unparalleled insights into cross-platform user behavior.

BUPA (British United Provident Association Limited)

BUPA's digital presence includes the website bupa.com and the myBupa app.

• Audience Trends: BUPA maintained a stable monthly deduplicated audience above 1.2M throughout Q2. The website saw fluctuations, with visits peaking at over 6.7M in May, while the monthly app-only visitors increased steadily, reaching over 415K by June.

• App Engagement: The myBupa app experienced a slight increase in monthly active users, maintaining a stable presence around 80K throughout the quarter.

• Ad Spend & Channels: BUPA's monthly ad spend varied, with a notable increase to over $850K in June, primarily through Facebook and YouTube channels. Monthly impressions peaked at over 153M, indicating a strong digital advertising push.

Strava, Inc.

Strava's digital ecosystem comprises the website strava.com and the Strava: Run, Bike, Hike app.

• Audience Trends: Strava maintained a consistent monthly deduplicated audience of around 1M. The website visits fluctuated, peaking in May with over 1.6M visitors.

• App Engagement: The Strava app saw a stable monthly active user base, with active users hovering around 540K by June, indicating steady engagement.

• Ad Spend & Channels: Strava's advertising efforts were more modest, with monthly ad spend peaking at about $43K in April, focusing on Instagram and Facebook, delivering monthly impressions over 10M.

HealthEngine Pty Ltd

HealthEngine's digital reach includes the website healthengine.com.au and the Healthengine app.

• Audience Trends: HealthEngine's website visits were robust, peaking at over 3.6M in April. The monthly deduplicated audience remained stable, exceeding 870K during Q2.

• App Engagement: The Healthengine app maintained a consistent monthly active user base around 46K, showing stable engagement.

• Ad Spend & Channels: HealthEngine's advertising activity was minimal, with a slight monthly spend of around $128 on Instagram in June.

Conclusion

The health and wellness category in Australia is marked by dynamic digital strategies, with BUPA, Strava, and HealthEngine leading the charge. Sensor Tower's comprehensive data enables unparalleled insight into these brands' cross-platform strategies, empowering businesses to navigate this vibrant market effectively. For more detailed insights, explore Sensor Tower's offerings, including Web Insights, App Performance Insights, and Pathmatics.