Leading Brands in GB's Health & Wellness Category: Q2 2024 Insights

In the ever-evolving landscape of health and wellness, digital platforms continue to play a pivotal role in shaping consumer habits and engagement. This article delves into the performance of three leading brands in the UK: Strava, Inc., Fitbit, and MyFitnessPal, Inc. Utilizing Sensor Tower's comprehensive data, we explore trends from Q1 to Q2 2024, providing insights into their digital presence across apps and websites.

Strava, Inc.

Strava's digital footprint is robust, with its primary website, strava.com, and the Strava: Run, Bike, Hike app.

• Audience Trends: Strava maintained a strong monthly deduplicated audience, consistently above 5.2M throughout Q2. The app-only audience was dominant, surpassing 4.5M monthly, while web-only visitors hovered around 600K.

• App Engagement: The app's monthly active users grew from about 1.4M in March to over 1.6M by June, indicating increased mobile engagement.

• Ad Spend & Channels: Strava's monthly advertising spend peaked in May at approximately $280K, with significant impressions from Instagram and Facebook. This underscores a strategic emphasis on social media for audience engagement.

Fitbit

Fitbit's digital ecosystem includes fitbit.com and the Fitbit: Health & Fitness app.

• Audience Trends: The monthly deduplicated audience showed a slight decline, stabilizing around 3M in June. The app-only audience consistently led, with numbers exceeding 2.5M, while web-only visitors remained under 250K.

• App Engagement: Monthly active users on the Fitbit app remained stable, slightly above 1M throughout the quarter, reflecting a dedicated user base.

• Ad Spend & Channels: Fitbit's advertising efforts were minimal, with monthly spend peaking in January at just under $5K, primarily on Instagram and Facebook, indicating a restrained approach to digital advertising.

MyFitnessPal, Inc.

MyFitnessPal extends its reach through myfitnesspal.com and the MyFitnessPal: Calorie Counter app.

• Audience Trends: The monthly deduplicated audience remained steady, hovering around 2.9M in Q2. The app-only audience was dominant, consistently above 2.5M, while web-only visitors were limited to around 130K.

• App Engagement: Active users on the app remained stable, with numbers slightly above 1.7M, suggesting consistent user engagement.

• Ad Spend & Channels: Advertising spend was modest, peaking at around $500 in March, exclusively on TikTok, highlighting a focused but limited advertising strategy.

Conclusion

The analysis of Strava, Fitbit, and MyFitnessPal highlights the diverse strategies employed by leading brands in the health and wellness sector. Sensor Tower's unparalleled insights into cross-platform user behavior reveal the nuanced dynamics between website and app engagement, as well as advertising strategies. By leveraging Sensor Tower's comprehensive data offerings, brands can gain critical insights into optimizing their digital presence and audience engagement strategies.

Explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics for deeper analysis and strategic planning.