Leading Health & Wellness Brands in CA: Q1 2025 Overview

In the rapidly evolving Health & Wellness category, several brands have continued to make significant strides in Canada. This article delves into the performance and trends of three leading brands: Shoppers Drug Mart, WebMD, LLC., and Fitbit. Utilizing Sensor Tower's comprehensive data, we explore how these brands have engaged their audiences across web and app platforms from Q4 2024 to Q1 2025.

Shoppers Drug Mart

Shoppers Drug Mart's digital presence is robust, featuring its website, shoppersdrugmart.ca, and the Shoppers Drug Mart app.

• Audience Trends: The website consistently attracted a large audience, with unique visits hovering around 2M monthly. The monthly deduplicated audience remained stable above 2M throughout the quarter, indicating strong cross-platform engagement.

• App Engagement: The app saw a slight decline in monthly active users from 60K in January to just under 60K by March, suggesting a stable but slightly fluctuating user base.

• Ad Spend & Channels: Shoppers Drug Mart maintained a strong advertising presence, with monthly ad spend fluctuating between $1M and $1.4M. Facebook and Instagram were the dominant channels, contributing to significant impressions.

WebMD, LLC.

WebMD's presence is primarily web-based, with its website, webmd.com, and the WebMD: Symptom Checker app.

• Audience Trends: Web traffic decreased throughout the quarter, with unique visits falling from around 2.6M in October to approximately 1.7M in March. The monthly deduplicated audience followed a similar pattern.

• App Engagement: The app maintained a very small user base, with monthly active users remaining around 1K.

• Ad Spend & Channels: WebMD's ad spend was minimal, peaking at over $2K in March, primarily through Facebook and Instagram.

Fitbit

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

• Audience Trends: The website saw fluctuating traffic, with unique visits ranging from 120K to 160K. The monthly deduplicated audience remained stable, consistently above 1.3M.

• App Engagement: The app sustained a strong user base, with active users hovering around 430K monthly.

• Ad Spend & Channels: Fitbit's advertising efforts were minimal, with only a brief spike in spend in November through Instagram.

Conclusion

These brands exemplify the diverse strategies in the Health & Wellness category, with each leveraging different platforms to engage their audiences. Sensor Tower's unparalleled data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide critical insights into these cross-platform behaviors, enabling brands to refine their strategies in an ever-competitive market. By harnessing Sensor Tower's comprehensive analytics, decision-makers can gain a competitive edge and drive strategic growth.