5:32 am - February 23, 2025
The food website now reaches one in four Australians and grew nearly 15% year on year.
Taste.com.au pivoted its content to target men and younger demographics and now leads Australia’s lifestyle category with an impressive 5.47 million users in December, representing a 14.4% increase compared to the previous year. This growth places Taste.com.au 1.36 million users ahead of its closest competitor.
The latest statistics indicate that the platform reaches one in four online Australians, amassing 100 million page views in December alone. Engagement levels on the site are reported to be three times greater than those of its rivals.
In addition to audience numbers, Taste.com.au has excelled across various lifestyle sub-categories in terms of audience reach, video performance and overall page views.
Laura Simpson, the content director for Taste.com.au, attributes this surge in audience engagement to a redefined content strategy, technological enhancements and an assertive marketing initiative. “Recognising shifts in the grocery buyer landscape, we developed more content to appeal to men, younger demographics, and singles and couples who aren’t cooking big meals every night,” Simpson told Media Week.
The shift in target demographics has led to good outcomes: while the overall audience grew by 14.4% year-on-year, the male audience saw an increase of more than 30%, and younger users aged 14-24 grew by an impressive 37.8%.
Simpson further explained the platform’s approach: “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.” T
his shift to video content aligns with broader trends in the media landscape, where visual formats are increasingly favoured by consumers, particularly younger audiences seeking quick and digestible information.
Additionally, the site’s overhaul included a new brand visual identity across all platforms, described as injecting “more colour and energy” through altered photography and styling. This refresh culminated in a significant marketing campaign that spanned various channels, including audio, social media, out-of-home advertising, television, and online platforms over the Christmas period.
Source: Noah Wire Services
- https://www.bandt.com.au/taste-com-au-gets-its-just-desserts-as-digital-audience-hits-five-million/ – This article supports Taste.com.au’s significant audience growth and its dominance in the lifestyle category, although it mentions a slightly different audience figure and timeframe.
- https://www.mi-3.com.au/28-05-2024/tastecomau-launches-taste-healthy-response-rising-health-consciousness-among-australians – This article highlights Taste.com.au’s position as Australia’s leading food media brand and its efforts to cater to health-conscious audiences, though it provides a different audience figure.
- https://www.bandt.com.au/taste-com-au-announces-tefal-as-first-partner-of-its-taste-test-kitchen/ – This article mentions Taste.com.au’s audience size in August 2023, which is lower than the figure mentioned in the text, but still supports its leading position in the food media category.
- https://html.spec.whatwg.org – This URL does not directly support any claims in the article but is a general resource on HTML standards, which might be relevant for understanding web development aspects of Taste.com.au.
- https://support.google.com/adspolicy/answer/6008942 – This URL provides information on Google Ads policies but does not directly support any specific claims in the article about Taste.com.au.
- https://www.noahwire.com – This is the source of the original article but does not provide additional supporting evidence beyond the text itself.
- https://www.ipsos.com/en-au – Ipsos iris rankings are mentioned as a source for audience figures, but the specific URL for these rankings is not provided in the search results.
- https://www.taste.com.au – The official website of Taste.com.au, which would contain content and features described in the article, though it does not directly provide audience figures or growth statistics.
- https://www.news.com.au – News Corp Australia’s website, which might feature content collaborations with Taste.com.au, such as the Body+Soul partnership mentioned in another context.
- https://www.coles.com.au – Coles’ official website, which is relevant due to the partnership mentioned in other contexts but not directly supporting the specific claims in the article.
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative references recent audience figures and strategic changes, suggesting it is relatively current. However, without a specific date or confirmation of recent updates, it’s difficult to assess its absolute freshness.
Quotes check
Score:
6
Notes:
The quotes from Laura Simpson, while seemingly original, lack an earliest known reference online. This could indicate they are first-hand or recent, but without further verification, it’s hard to confirm their origin.
Source reliability
Score:
8
Notes:
The narrative originates from Mediaweek, a reputable media publication in Australia. This generally lends credibility to the information presented.
Plausability check
Score:
9
Notes:
The claims about audience growth and strategic changes are plausible given the context of evolving digital media landscapes and the importance of adapting content strategies to engage diverse audiences.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative appears to be current and well-supported by a reputable source. The strategic changes and audience growth figures are plausible within the context of digital media trends. While the quotes lack an earliest known reference, they seem original and align with the narrative’s context.
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