Leading Brands in Australian Food Delivery Services: Q4 2024 Analysis

Introduction

The food delivery sector in Australia remains vibrant, with top brands like UberEATS, DoorDash, and HelloFresh leading the charge. In this article, we explore their performance from Q3 to Q4 2024, focusing on monthly deduplicated audience data across their websites and apps. Sensor Tower's comprehensive data insights reveal key trends and shifts in user engagement, monthly ad spend, and platform preferences.

UberEATS for Customers

UberEATS continues to dominate the food delivery landscape with its robust digital presence.

• Website Performance: The website, ubereats.com, saw a significant spike in December, with visits surpassing 10M. Unique visits remained stable, around 660K to 680K monthly.

• App Engagement: The Uber Eats: Food Delivery app showed consistent growth, with monthly active users rising from 2.1M in July to over 2.18M in December.

• Cross-Platform Audience: True monthly audience figures hovered above 4M, with app-only visitors consistently making up the majority, highlighting a strong mobile preference.

• Advertising Insights: Monthly ad spend peaked in October at over $1M, with TikTok and YouTube being major channels for impressions. Notably, December saw a reduction in ad spend to around $580K.

DoorDash for Customers

DoorDash maintained its stronghold in the market with diverse digital strategies.

• Website Performance: The main site, doordash.com, experienced fluctuating visits, peaking in November at over 5.7M. The secondary site, order.online, maintained stable visits, averaging around 300K monthly.

• App Engagement: The DoorDash - Food Delivery app showed a slight dip in monthly active users in October but rebounded to 1.6M by December.

• Cross-Platform Audience: True monthly audience figures increased in November, exceeding 2.2M, indicating balanced web and app usage.

• Advertising Insights: Monthly ad spend was robust in July at over $1.2M, with significant impressions on TikTok and YouTube. A notable decrease was observed in December, with spend dropping to around $410K.

HelloFresh

HelloFresh continues to appeal to meal kit enthusiasts with its unique offerings.

• Website Performance: The website, hellofresh.com, saw a decline in visits, dropping to around 500K in December. Unique visits remained relatively stable, reflecting consistent user interest.

• App Engagement: The HelloFresh: Meal Kit Delivery app experienced a gradual decrease in monthly active users, ending the year with approximately 175K.

• Cross-Platform Audience: True monthly audience figures also showed a downward trend, highlighting a need for strategic engagement to bolster both web and app interactions.

• Advertising Insights: Monthly ad spend varied, peaking in November at over $630K, with Facebook and Instagram being key channels for impressions.

Conclusion

The food delivery sector in Australia remains dynamic, with UberEATS, DoorDash, and HelloFresh each showcasing unique strengths. UberEATS leads with its mobile-first strategy, DoorDash balances web and app engagement, and HelloFresh focuses on niche meal kit offerings. Sensor Tower's unparalleled insights provide a comprehensive view of these trends, essential for understanding cross-platform user behavior and digital strategy effectiveness. By leveraging our data, decision-makers can craft informed strategies that align with evolving market dynamics.