Leading Grocery Store Brands in Canada: Q2 2024 Analysis

Introduction

In the ever-evolving landscape of Canadian grocery stores, several brands have emerged as leaders in digital engagement. This article delves into the performance of three prominent brands: PC Express, SAQ (Societe des alcools du Quebec), and Save-On-Foods. Leveraging Sensor Tower's comprehensive data, we analyze trends from Q1 to Q2 2024, offering insights into web and app audiences, app engagement, and advertising strategies.

PC Express

PC Express is a significant player in the Canadian grocery market, with a robust presence across both web and app platforms.

• Audience Trends: The website, pcexpress.ca, experienced a decline in monthly visits from 900K in January to approximately 650K by June. However, monthly unique visits remained stable, while visits per unique visitor varied from 5 to 7. The monthly true audience hovered around 700K, with a notable increase in April.

• App Engagement: The PC Express app maintained a stable monthly active user base, increasing from 570K in January to over 620K by June, indicating a strong preference for mobile shopping.

• Ad Spend & Channels: PC Express ramped up its monthly advertising, with a peak spend in May at over $78K. Facebook and TikTok were major channels, delivering millions of impressions, particularly in May and June.

SAQ (Societe des alcools du Quebec)

SAQ has a distinct presence in the digital sphere, with a notable web and app audience.

• Audience Trends: The website, saq.com, experienced a steady increase in monthly visits, reaching over 2.2M by June. Monthly true audience figures were stable, with a slight uptick in June to approximately 420K.

• App Engagement: The SAQ app saw consistent engagement, with monthly active users fluctuating around 180K. The app-only visitors remained a key component of their digital strategy.

• Ad Spend & Channels: SAQ's monthly ad spend increased significantly in June, reaching nearly $37K, with Instagram and Pinterest driving substantial impressions.

Save-On-Foods

Save-On-Foods continues to engage a diverse audience across its digital platforms.

• Audience Trends: The website, saveonfoods.com, saw fluctuations in monthly visits, peaking at over 2.8M in March before declining. Monthly true audience figures remained above 350K throughout the period.

• App Engagement: The Save-On-Foods app showed a gradual decline in monthly active users, from 230K in January to around 190K in June.

• Ad Spend & Channels: Advertising efforts were robust, with a peak monthly spend in February at over $146K. Facebook and Instagram were dominant channels, reflecting a strong focus on social media engagement.

Conclusion

The analysis of PC Express, SAQ, and Save-On-Foods highlights the dynamic nature of the Canadian grocery market. Through Sensor Tower's unparalleled data capabilities, we gain a comprehensive view of cross-platform user behavior, offering critical insights for businesses seeking to navigate this competitive landscape. Sensor Tower's offerings, including Web Insights, Pathmatics for Ad Spend, and App Performance Insights, provide the essential tools for understanding and optimizing digital strategies.