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When it comes to health and wellness, supplements are the name of the game.
According to Market Defense, the top 10 brands sold in the “health and household” category on Amazon all happen to be supplements, as consumers continue to put their health first. While wellness has been booming, the category continues to grow, upward of 25 percent per year, the data showed. The firm also reported that 60 percent of shopping from the recent Amazon Prime event in October was done for household essentials.
“There are categories within health that really stand out,” said Vanessa Kuykendall, chief engagement officer at Market Defense. “Sexual wellness is up well over 40 percent for the year… followed by sports nutrition, upwards of 30 percent, and then comes vitamins and supplements.”
According to Kuykendall, the supplement category on Amazon is very mature as customers have been shopping for them on the platform for some time. With this in mind, perhaps different from other categories outside of health, the consumer is prioritizing quality over price.
“Because these are injestibles, [consumers are] certainly looking at premium quality product,” Kuykendall said.
In terms of product type, Kuykendall said some areas are growing, including menopause-centric offerings, specialized types of protein powder and alcohol recovery supplements.
Additionally, within the top 10 brands sold on Amazon, science-forward and doctor-backed brands continue to lead, like Thorne and Pure Encapsulations. Concurrently, Kuykendall said that the recent Prime Day event showed that mothers are often shopping for the entire household, which may impact the brands they are choosing — opting for ones that provide more variety for the entire family, rather than a trendy brand with fewer stock keeping units. That being said, some TikTok-favorites like Mary Ruth’s are on the list.
Here, a look at the top 10 brands sold in the Health and Household category on Amazon, according to Market Defense.
1. Now Foods
- Estimated monthly revenue: $31,504,819.24
2. Pure Encapsulations
- Estimated monthly revenue: $26,036,061.91
3. Nature Made
- Estimated monthly revenue: $24,347,521.01
4. Optimum Nutrition
- Estimated monthly revenue: $24,344,616.99
5. Nutricost
- Estimated monthly revenue: $23,885,867.83
6. Garden of Life
- Estimated monthly revenue: $21,827,989.80
7. Thorne
- Estimated monthly revenue: $19,425,135.03
8. Mary Ruth’s
- Estimated monthly revenue: $16,807,044.66
9. Nature’s Bounty
- Estimated monthly revenue: $14,761,114.22
10. Sports Research
- Estimated monthly revenue: $14,338,934.28
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