Leading Brands in Australia’s Health & Wellness Category for Q1 2025

The Health & Wellness sector in Australia experienced remarkable activity in Q1 2025, with brands such as BUPA, HealthEngine Pty Ltd, and Strava, Inc. at the forefront. This article delves into their digital performance and advertising strategies, offering insights grounded in Sensor Tower’s robust analytics.

BUPA (British United Provident Association Limited)

BUPA holds a substantial digital presence through its website, bupa.com, and the myBupa app.

• Audience Trends: From Q4 2024 to Q1 2025, bupa.com maintained strong visitor metrics, peaking in March at approximately 8.6M visits. The monthly true audience consistently exceeded 1M, with a notable rise in March.

• App Engagement: The myBupa app experienced slight fluctuations in monthly active users, beginning at 585K in October and rebounding to 580K in March.

• Ad Spend & Channels: BUPA's monthly advertising expenditure increased from October to March, culminating in over $750K in March. Facebook and Instagram were dominant channels, with Facebook alone delivering over 84M impressions in March.

HealthEngine Pty Ltd

HealthEngine’s digital strategy is centered around healthengine.com.au and the Healthengine app.

• Audience Trends: The website exhibited a growth trajectory, with visits surpassing 4.2M by March. The monthly true audience peaked in January at nearly 1M users, stabilizing in the following months.

• App Engagement: The Healthengine app maintained a consistent monthly active user base, hovering around 330K in March.

• Ad Spend & Channels: HealthEngine’s monthly ad spend was modest, peaking at approximately $28K in January, with Facebook as the primary channel, achieving over 5.6M impressions in January.

Strava, Inc.

Strava’s robust presence is evidenced by its website, strava.com, and the Strava: Run, Bike, Hike app.

• Audience Trends: Strava.com sustained a strong number of visits, reaching around 2.9M in March. The monthly true audience consistently exceeded 1M, with a peak in January.

• App Engagement: The app demonstrated strong engagement, with monthly active users peaking at 1.19M in January before settling at 1.07M in March.

• Ad Spend & Channels: Strava focused its monthly advertising efforts on Instagram, achieving over 9.7M impressions in March. Total ad spend reached approximately $51K in March.

Conclusion

The Health & Wellness category in Australia is thriving, with key players like BUPA, HealthEngine, and Strava making significant advancements. Sensor Tower’s comprehensive data platforms, including Web Insights, Pathmatics, and App Performance Insights, provide essential insights into the evolving cross-platform behaviors shaping this dynamic sector. Decision-makers can leverage these insights to drive strategic growth and optimize their market presence.