Leading Health & Wellness Brands in Australia: Q3 2024 Analysis

In the ever-evolving Health & Wellness sector, understanding cross-platform user behavior is crucial for brands aiming to maintain their competitive edge. Sensor Tower's comprehensive data analysis reveals intriguing trends among leading brands in Australia for Q3 2024. Let's delve into the performance of BUPA, Strava, and MyFitnessPal, highlighting their audience trends, app engagement, and advertising strategies.

BUPA (British United Provident Association Limited)

BUPA's digital presence is anchored by its website, bupa.com, and the myBupa app.

• Audience Trends: From Q2 to Q3 2024, bupa.com experienced fluctuations, peaking at over 9.6M visits in July and stabilizing above 7.4M in September. The monthly deduplicated audience consistently remained above 1.2M.

• App Engagement: The myBupa app saw stable monthly active users, hovering around 80K to 86K throughout the quarter.

• Ad Spend & Channels: BUPA's monthly ad spend varied, with a notable peak in June at over $850K, primarily focused on Facebook and YouTube, delivering significant impressions.

Strava, Inc.

Strava's commitment to enhancing user experiences is evident through its website, strava.com, and the Strava: Run, Bike, Hike app.

• Audience Trends: strava.com saw a progressive increase in visits, reaching over 1.7M in September. The monthly deduplicated audience remained stable, exceeding 1M users.

• App Engagement: The app maintained robust monthly engagement, with active users climbing to approximately 580K by September.

• Ad Spend & Channels: Strava's monthly ad spend decreased over the quarter, with Instagram being the primary channel, contributing to a broad reach.

MyFitnessPal, Inc.

MyFitnessPal continues to support users in achieving their health goals via myfitnesspal.com and the MyFitnessPal: Calorie Counter app.

• Audience Trends: myfitnesspal.com experienced fluctuations, with visits dipping in August but rebounding to over 1.4M by September. The monthly deduplicated audience consistently held above 800K.

• App Engagement: The app showed a stable monthly user base, with active users peaking at around 630K in July.

• Ad Spend & Channels: MyFitnessPal's monthly ad spend was minimal, with TikTok as the primary channel, reflecting a focused but limited advertising strategy.

Conclusion

The Health & Wellness sector in Australia showcases dynamic trends, with BUPA, Strava, and MyFitnessPal leading the charge. Sensor Tower's unparalleled data offerings empower brands to gain critical insights into cross-platform user behavior, ensuring they stay ahead in this competitive landscape. Whether through detailed audience analysis or strategic ad spend tracking, Sensor Tower continues to be the go-to source for comprehensive market intelligence.

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