Taste.com.au has set a new high, claiming its largest audience since Ipsos iris rankings began, leading Australia’s lifestyle category with 5.47 million users in December – up 14.4% year-on-year and 1.36 million ahead of the nearest rival.
Reaching one in four online Aussies, the site racked up 100 million page views, with engagement three times that of competitors. It also dominated the lifestyle sub-category in audience, video, and page views.
The site’s content director Laura Simpson credits the surge to a fresh content strategy, product upgrades, and a bold marketing push.
“Recognising shifts in the grocery buyer landscape, we developed more content to appeal to men,
younger demos, and singles and couples who aren’t cooking big meals every night,” Simpson said.
Laura Simpson
“What was encouraging to see in December was that while we increased our overall audience by
14.4 per cent year-on-year, our male audience increased by more than 30 per cent, and our
younger audience (14-24s) by 37.8 per cent.
“We’ve also diversified our content mix to include food knowledge. The majority of this new, tip-
based content is video-led, adding value for our audience by packaging up the decades of expertise on the taste.com.au food team into short, snackable segments.
“This was all wrapped up with a new brand visual identity across all platforms – injecting more
colour and energy with a different approach to photography and styling, culminating in a major
marketing campaign that rolled out across audio, social, OOH, TV and online over the Christmas
period.”
Pictured: Taste.com.au