Leading Health & Wellness Brands in CA: Q4 2024 Analysis

The Health & Wellness category in Canada continues to thrive, with leading brands showcasing robust digital presence and user engagement. This article explores the performance and trends of WebMD, Shoppers Drug Mart, and Fitbit from Q3 to Q4 2024, highlighting their monthly deduplicated audiences across websites and apps.

WebMD, LLC.

WebMD's digital ecosystem includes its webmd.com website and the WebMD: Symptom Checker app.

• Audience Trends: From Q3 to Q4 2024, webmd.com experienced a decline in unique visits, dropping from around 2.8M in September to 1.7M by December. The monthly deduplicated audience mirrored this trend, consistently remaining above 1.7M throughout Q4.

• App Engagement: The WebMD: Symptom Checker app maintained a stable monthly active user base, with active users hovering around 1K.

• Ad Spend & Channels: WebMD's monthly ad spend saw fluctuations, peaking in December at approximately $480 with over 112K impressions, primarily through Facebook.

Shoppers Drug Mart

Shoppers Drug Mart's digital presence is highlighted by its shoppersdrugmart.ca website and the Shoppers Drug Mart app.

• Audience Trends: The website experienced a steady increase in unique visits, reaching over 2.2M by December. Monthly deduplicated audience numbers surpassed 2.4M, with significant engagement via both web and app platforms.

• App Engagement: The app's monthly active users showed impressive growth, jumping from around 32K in July to over 71K by December.

• Ad Spend & Channels: Shoppers Drug Mart maintained robust monthly advertising investments, peaking at roughly $1.4M in October. Major channels included Facebook and Instagram, delivering millions of impressions.

Fitbit

Fitbit's digital strategy encompasses the fitbit.com website and the Fitbit: Health & Fitness app.

• Audience Trends: The website saw a decline in unique visits, from over 260K in July to about 145K in December. However, the monthly deduplicated audience remained stable, consistently above 1.4M.

• App Engagement: The app maintained strong engagement, with monthly active users consistently around 420K.

• Ad Spend & Channels: Fitbit's monthly ad spend was minimal, with sporadic investment in desktop video and Instagram, peaking at approximately $420 in November.

Conclusion

In Q4 2024, the Health & Wellness category in Canada demonstrated diverse digital strategies and user engagement across leading brands. Sensor Tower's comprehensive data, including Web Insights, App Performance Insights, and Pathmatics, provides unparalleled insights into these trends, enabling a deeper understanding of cross-platform user behavior. This unique perspective empowers decision-makers to leverage strategic opportunities in the digital landscape.