Woolworths recipe website has cracked the world top 10 list, occupying the fifth spot in the world in the cooking and recipes category, according to SimilarWeb’s latest stats on South African users (February to April 2024).
This proves that Woolworths Taste is not only a go-to destination for recipes for the locals, but also a favourite among users in all corners of the world looking for food inspiration from South Africa.
Commenting on this significant achievement, Elizka Ferreira, head of foods marketing at Woolworths says the ranking is “testament to the incredible work the team have done in making Taste’s recipe database so comprehensive and authoritative.”
A voice for South Africa’s rich food culture, for the past few years Taste team has been working incredibly hard – with a clear objective to position the site as the best, most comprehensive and most inclusive. “We work with a diverse group of SA food authorities – from chefs to home cooks and content creators – so we can really do justice to South African food and be the voice of SA food culture,” head of digital content, Katharine Pope, added.
Built two decades ago by New Media digital agency, the site curate recipes that reflect communities that have been historically under-represented when it comes to food media, resulting in real engagement and trust.
According to Google Analytics and platform APIs used to track performance, the site’s total digital audience grew by 36% year-on-year, to over 1.1 million users in March 2024. Its social media audience – who engage with Taste’s videos and links to online recipes – grew by 53% year on year.
This bodes well for Taste’s digital-first strategy, announced in March 2024, along with Woolworths’ plans to consolidate its investment into the platform’s digital growth.
