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

The Australian Health & Wellness sector has seen remarkable growth, with leading brands like BUPA, Strava, and MyFitnessPal capturing substantial monthly audiences across their digital platforms. Utilizing Sensor Tower's comprehensive data, we delve into the performance and trends of these brands from Q3 to Q4 2024.

BUPA (British United Provident Association Limited)

BUPA stands out with a strong digital presence through its website bupa.com and the myBupa app.

• Audience Trends: The website experienced a decline in monthly visits, from over 10M in July to about 7.8M in December. Monthly unique visits also showed a downward trend, ending the year below 640K. The monthly true audience showed a steady decrease, remaining above 960K throughout the quarter.

• App Engagement: The myBupa app saw fluctuations in monthly active users, peaking at over 580K in October before declining to around 460K in December.

• Ad Spend & Channels: BUPA's monthly advertising spend decreased from over $800K in July to under $490K in December. Primary channels were Facebook and Instagram, with Facebook achieving significant impressions, particularly in October.

Strava, Inc.

Strava is renowned for its robust presence, marked by the strava.com website and the Strava: Run, Bike, Hike app.

• Audience Trends: Website visits increased significantly in October, with numbers rising from around 2M in September to over 2.7M. Monthly true audience figures remained stable, exceeding 1M throughout the quarter.

• App Engagement: The app maintained strong engagement, with monthly active users consistently above 980K, peaking at over 1M in December.

• Ad Spend & Channels: Strava's monthly advertising spend peaked in October at over $84K, with Instagram as the dominant channel delivering substantial impressions.

MyFitnessPal, Inc.

MyFitnessPal leverages its website myfitnesspal.com and the MyFitnessPal: Calorie Counter app to engage users.

• Audience Trends: Website visits showed fluctuations, initially dropping from July's 1.9M to December's 1.2M. Monthly true audience numbers remained relatively stable, hovering around 800K.

• App Engagement: The app's monthly active user base was stable, with figures consistently around 780K, slightly decreasing in December.

• Ad Spend & Channels: MyFitnessPal's monthly ad spend was minimal, with TikTok being the primary channel in July, achieving modest impressions.

Conclusion

The Q4 2024 performance of BUPA, Strava, and MyFitnessPal underscores diverse strategies within the Health & Wellness sector. Sensor Tower's unparalleled data insights provide a comprehensive view of cross-platform user behavior, essential for understanding market dynamics. Explore more with Web Insights, Pathmatics, and App Performance Insights to gain detailed analytics.