Leading Health & Wellness Brands in Canada: Q4 2023 Performance Highlights

In the dynamic Health & Wellness category, Q4 2023 witnessed several leading brands in Canada making significant strides. This article delves into the performance and trends of Shoppers Drug Mart, Fitbit, and Strava, Inc., providing insights into their web and app presence, audience engagement, and advertising strategies. Powered by Sensor Tower's comprehensive data, we uncover the unique cross-platform user behavior that defines these brands.

Shoppers Drug Mart

Shoppers Drug Mart boasts a robust digital footprint with its website, shoppersdrugmart.ca, and the Shoppers Drug Mart app.

• Audience Trends: The website saw a substantial increase in visits from Q3 to Q4 2023. In October, the site had over 13M visits, which surged to more than 21M in November. The monthly deduplicated audience remained stable above 3M in December, with web visitors significantly outnumbering app users.

• App Engagement: The app's monthly active users varied, with a notable rise in November, reaching over 51K before settling back to around 44K in December.

• Ad Spend & Channels: Shoppers Drug Mart's monthly ad spend peaked in August at over $1.3M, primarily through Facebook and YouTube, achieving significant impressions. Notably, desktop video impressions were minimal in Q4.

Fitbit

Fitbit's presence is marked by its website, fitbit.com, and the Fitbit: Health & Fitness app.

• Audience Trends: The website experienced a decline in visits, from over 2.4M in September to about 2M in December. The monthly deduplicated audience hovered around 1.7M, with the app audience consistently larger than web-only visitors.

• App Engagement: Monthly active app users saw a slight dip in Q4, starting at over 446K in October and ending the year at approximately 455K.

• Ad Spend & Channels: Fitbit's monthly advertising spend was modest, with a peak in July at about $118K. Facebook and Instagram were the primary channels, with significant impressions but no presence in desktop video.

Strava, Inc.

Strava, Inc. maintains its digital presence through strava.com and the Strava: Run, Bike, Hike app.

• Audience Trends: The website visits decreased steadily from over 1.9M in September to about 1.4M in December. The monthly deduplicated audience was around 740K by the end of Q4, with app users making up the majority.

• App Engagement: Monthly active app users declined from over 300K in October to approximately 251K in December, indicating a seasonal drop in user engagement.

• Ad Spend & Channels: Strava's monthly ad spend was relatively low, peaking in December at around $21K, with Instagram being the dominant channel for impressions.

Conclusion

These leading brands in the Health & Wellness category have shown diverse strategies and performance metrics across Q4 2023. Shoppers Drug Mart, Fitbit, and Strava, Inc. each leveraged their digital platforms uniquely, with varied audience engagement and advertising approaches. Sensor Tower's unparalleled data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide the critical insights necessary for understanding these trends and making informed decisions in the competitive market landscape. By tapping into these comprehensive analytics, brands can strategically navigate and excel in the evolving digital landscape.