Leading Brands in Australia's Health & Wellness Sector in Q1 2025

Introduction

In the rapidly evolving Health & Wellness sector, understanding user engagement across platforms is crucial. Sensor Tower provides unparalleled insights into this domain, offering a comprehensive view of web, app, and advertising data. This article explores the performance of three leading brands in Australia: Strava, BUPA, and HealthEngine, from Q4 2024 to Q1 2025.

Strava, Inc.

Strava is known for its social fitness network that connects runners and cyclists through its website, strava.com, and the Strava: Run, Bike, Hike app.

• Audience Trends: From Q4 2024 to Q1 2025, strava.com saw fluctuating visits, with a notable peak in January, reaching approximately 2.7M visits. The monthly deduplicated audience remained stable above 1.1M throughout the quarter.

• App Engagement: The app's monthly active users peaked in January at around 640K but stabilized at approximately 580K by March.

• Ad Spend & Channels: Strava's monthly advertising spend was highest in October, over $84K, primarily on Instagram. Impressions followed a similar pattern, peaking over 17M.

BUPA (British United Provident Association Limited)

BUPA is a leading international healthcare group with an online presence that includes bupa.com and the myBupa app.

• Audience Trends: The website experienced stable traffic, with visits consistently above 8M in March 2025. The monthly deduplicated audience showed minor fluctuations, maintaining above 1M.

• App Engagement: The myBupa app's monthly active user base grew steadily, reaching around 89K by March.

• Ad Spend & Channels: BUPA's monthly ad spend increased significantly to over $750K in March, with Facebook and Instagram as primary channels, driving impressions beyond 150M.

HealthEngine Pty Ltd

HealthEngine is a prominent online healthcare platform in Australia, encompassing healthengine.com.au and the Healthengine app.

• Audience Trends: Healthengine.com.au saw a surge in visits, peaking at approximately 3.9M in March 2025. The monthly deduplicated audience remained above 870K.

• App Engagement: The app's monthly active users hovered around 46K by March, showing a slight increase over the quarter.

• Ad Spend & Channels: HealthEngine's monthly ad spend was modest, with a peak in January at over $28K, primarily on Facebook, yielding impressions close to 7M.

Conclusion

The Health & Wellness sector in Australia showcases dynamic engagement across platforms. Sensor Tower's comprehensive data, including Web Insights, App Performance Insights, and Pathmatics, provides critical insights into these trends. As the sector continues to grow, leveraging such data is essential for understanding cross-platform user behavior. Sensor Tower’s consolidated data offers unique advantages for decision-makers, empowering them with the strategic insights needed to navigate and excel in this competitive landscape.

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