Leading Brands in Germany's Food Delivery Services: Q2 2024 Analysis

Food delivery services continue to thrive in Germany, with SkipTheDishes, HelloFresh, and UberEATS leading the way. In this article, we delve into their performance in Q2 2024, utilizing Sensor Tower's comprehensive data to explore audience trends, app engagement, and advertising strategies.

SkipTheDishes

SkipTheDishes operates prominently through its websites lieferando.de and takeaway.com, as well as the Just Eat Takeaway.com app.

• Audience Trends: From Q1 to Q2 2024, lieferando.de maintained a stable monthly true audience over 10M. Visits per unique visitor remained high, averaging around 13 visits. Meanwhile, takeaway.com saw a decline, with monthly visits dropping from over 12M in January to under 1M by June.

• App Engagement: The Just Eat Takeaway.com app saw a decrease in monthly active users, starting at over 8.7M in January and falling to around 8.2M by June.

• Ad Spend & Channels: Monthly advertising spend fluctuated, with a peak in April at over $7.8K. Facebook was the dominant channel, delivering the most impressions.

HelloFresh

HelloFresh is a standout in meal kit delivery, accessible through hellofresh.com and the HelloFresh: Meal Kit Delivery app.

• Audience Trends: Web visits showed a declining trend, from over 16M in January to under 9.5M in June. The monthly true audience remained above 1.8M, with a noticeable dip from March onwards.

• App Engagement: The app's monthly active users decreased steadily, from over 1M in January to approximately 875K by June, reflecting a shift in user engagement.

• Ad Spend & Channels: HelloFresh's monthly ad spend was significant, with January seeing over $1.9M. YouTube and Facebook were key channels, with high impressions, especially in January.

UberEATS

UberEATS is a major player in the food delivery market, available via ubereats.com and the Uber Eats: Food Delivery app.

• Audience Trends: The website saw growth, with monthly visits increasing from over 3.2M in January to more than 5.3M in June. The monthly true audience remained above 1.5M throughout.

• App Engagement: The Uber Eats app showed robust growth, with monthly active users rising from over 1.2M in January to more than 1.5M by May, before a slight dip in June.

• Ad Spend & Channels: UberEATS maintained consistent monthly ad spending, peaking at over $524K in April. TikTok and Instagram were prominent channels for impressions.

Conclusion

In Q2 2024, SkipTheDishes, HelloFresh, and UberEATS demonstrated diverse strategies in Germany's food delivery market. Sensor Tower's data highlights the nuanced shifts in web and app engagement, as well as advertising dynamics. With Sensor Tower's unique cross-referencing capabilities, businesses can gain unparalleled insights into cross-platform user behavior, essential for strategic planning and growth in the competitive food delivery sector.

For more detailed insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics.