Leading Brands in Australia's Health & Wellness Sector in Q4 2024

In the ever-evolving landscape of health and wellness, understanding digital trends is crucial. In this article, we delve into the performance of three leading brands in Australia during Q4 2024: BUPA, Strava, and HealthEngine. Sensor Tower provides unparalleled insights into these trends through its comprehensive Web Insights, App Performance Insights, and Pathmatics data.

BUPA (British United Provident Association Limited)

BUPA stands as a prominent player in the health and wellness sector, with a significant digital footprint through its website, bupa.com, and the myBupa app.

• Audience Trends: From Q3 to Q4 2024, BUPA's web traffic showed a slight decline. Monthly unique visits hovered around 850K in October, dropping to approximately 670K by December. The monthly deduplicated audience followed a similar trend, remaining stable above 900K throughout the quarter.

• App Engagement: The myBupa app's monthly active user base remained relatively stable, fluctuating slightly around 80K.

• Ad Spend & Channels: BUPA's monthly advertising expenditure saw a reduction, with most investment channeled through Facebook and Instagram, achieving significant impressions. Spending peaked in July at over $780K.

Strava, Inc.

Strava continues to be a leader in the fitness tracking space with its website, strava.com, and the Strava: Run, Bike, Hike app.

• Audience Trends: Strava's web visits showed a notable increase, peaking at over 2.2M in October. Monthly unique visits also saw a substantial rise, particularly in December, reaching over 110K.

• App Engagement: The app maintained a strong monthly active user base, with active users surpassing 590K by December, indicating robust engagement.

• Ad Spend & Channels: Strava's monthly ad spend was relatively modest, with a significant spike in October, predominantly on Instagram, achieving high impressions.

HealthEngine Pty Ltd

HealthEngine, a key player in healthcare services, operates through its website, healthengine.com.au, and the Healthengine app.

• Audience Trends: HealthEngine's web presence grew steadily, with visits exceeding 2.6M in December. Monthly unique visits also increased, reaching nearly 650K.

• App Engagement: The Healthengine app saw a slight decline in its monthly active user base, ending the quarter with around 40K.

• Ad Spend & Channels: HealthEngine's monthly ad spend increased notably in December, focusing primarily on Facebook and Instagram, which delivered substantial impressions.

Conclusion

The health and wellness sector in Australia showcases dynamic digital trends. BUPA, Strava, and HealthEngine each display unique patterns in audience engagement and advertising strategies. Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide critical insights into these cross-platform behaviors, underscoring their indispensable role in understanding market dynamics.

For decision-makers, leveraging Sensor Tower’s robust analytics can illuminate strategic pathways and drive impactful business decisions. Explore our products and services to stay ahead in the competitive landscape of health and wellness.