Leading Grocery Brands in GB: Q4 2024 Analysis

Introduction

As the grocery landscape in Great Britain continues to evolve, understanding the digital presence and audience engagement of leading brands is crucial. This article delves into the performance of Tesco Grocery, Lidl Stiftung & Co. KG, and ASDA during Q4 2024, highlighting their web and app audience trends, app engagement, and advertising strategies. Sensor Tower provides unparalleled data insights, allowing for a comprehensive analysis of cross-platform user behavior.

Tesco Grocery

Tesco's digital footprint includes its website, tesco.com, and the Tesco Grocery & Clubcard app.

• Audience Trends: From Q3 to Q4 2024, tesco.com maintained a robust presence with monthly unique visits stabilizing above 7.8M in December. The monthly deduplicated audience reached over 24M by December, with web-only visitors at around 5M.

• App Engagement: The app saw monthly active users peaking at approximately 4.4M in November, indicating strong mobile engagement.

• Ad Spend & Channels: Tesco's monthly advertising spend increased significantly in November, surpassing $4M, with a focus on Facebook and Instagram, delivering impressive impressions across these platforms.

Lidl Stiftung & Co. KG

Lidl's online presence is anchored by its website, lidl.com, and the Lidl Plus app.

• Audience Trends: The website visits peaked in October with over 3.1M monthly unique visits. The monthly deduplicated audience saw a steady increase, reaching nearly 10M by December.

• App Engagement: Monthly active users of Lidl Plus maintained a stable presence, hovering around 2.5M in December.

• Ad Spend & Channels: Lidl's monthly ad spend spiked in October, exceeding $3M, with significant investments in TikTok and YouTube, achieving high engagement.

ASDA

ASDA's digital ecosystem includes asda.com and the ASDA app.

• Audience Trends: ASDA's website saw a steady increase in monthly unique visits, reaching over 8.6M in December. The monthly deduplicated audience rose to nearly 10M.

• App Engagement: The ASDA app's monthly active user base grew steadily, nearing 720K by the end of December.

• Ad Spend & Channels: ASDA's monthly ad spend saw a significant rise in December, crossing $4M, with notable investments in Instagram and Snapchat, yielding substantial impressions.

Conclusion

The Q4 2024 analysis highlights the dynamic nature of grocery brands in Great Britain, with significant digital engagement across websites and apps. Sensor Tower's comprehensive data, encompassing Web Insights, App Performance Insights, and Pathmatics, provides essential insights into these brands' strategies and audience engagement. As the landscape continues to shift, such data-driven insights remain crucial for understanding cross-platform user behavior and strategic decision-making. Sensor Tower's unique capabilities offer unparalleled advantages for decision-makers seeking to navigate this complex ecosystem effectively. For more information on how Sensor Tower can empower your strategic initiatives, explore our products and services.