Leading Brands in GB's Food Delivery Services: Q4 2024 Analysis

In the vibrant landscape of food delivery services in Great Britain, Q4 2024 showcased significant trends among leading brands. This article delves into the performance of UberEATS for Customers, HelloFresh, and Gousto (SCA Investments), highlighting their digital footprints and advertising strategies.

UberEATS for Customers

UberEATS has made a substantial mark with its website, ubereats.com, and the Uber Eats: Food Delivery app.

• Audience Trends: The website saw a steady increase in visits, peaking in December with over 34M visits. Unique visits also rose, maintaining above 2M throughout Q4. The monthly deduplicated audience surpassed 10M, with app users dominating the platform.

• App Engagement: The app's monthly active users grew from just over 5.5M in October to nearly 6M by December, indicating strong user retention and engagement.

• Ad Spend & Channels: UberEATS increased its monthly ad spend significantly, reaching over $2M in December. The brand leveraged Facebook and Instagram primarily, generating substantial impressions across OTT platforms.

HelloFresh

HelloFresh continues to captivate audiences with its website, hellofresh.com, and the HelloFresh: Meal Kit Delivery app.

• Audience Trends: Website visits peaked at 14M in November before a seasonal dip in December. The unique visitor count consistently hovered around 1.5M, with a monthly deduplicated audience exceeding 2M.

• App Engagement: The app saw a slight decline in monthly active users, dropping from 220K in September to approximately 179K by December, reflecting a trend toward web usage.

• Ad Spend & Channels: Monthly ad spending fluctuated, peaking in October at over $1.5M. Facebook and YouTube were key channels, driving large volumes of impressions.

Gousto (SCA Investments)

Gousto's presence is marked by its website, gousto.co.uk, and the Gousto app.

• Audience Trends: Website visits varied, with a notable decrease in December to around 3.5M. The monthly deduplicated audience remained stable, with web users making up the bulk.

• App Engagement: The app's monthly active users saw a gradual decline from 84K in September to just over 72K by December, indicating a preference for web interactions.

• Ad Spend & Channels: Gousto's monthly ad spend peaked in October at over $800K, with a focus on Facebook and YouTube, achieving significant reach through these platforms.

Conclusion

The Q4 2024 analysis reveals dynamic shifts in the food delivery sector, with each brand leveraging unique strategies across web and app platforms. Sensor Tower's comprehensive data, including Web Insights, App Performance Insights, and Pathmatics, provides unparalleled insights into these trends. As the industry evolves, understanding cross-platform user behavior remains critical for staying ahead in this competitive market.