Big Gains for Digestive Supplements on Amazon in 2020

Good news for gut health products: digestive supplements saw significant growth in revenue on Amazon during 2020, increasing from US $27 million in January to $51 million in November. As expected, probiotics made up a vast majority of the category, with just under 84% market share by overall revenue. Enzymes ate up most of the leftovers at 15% market share, with charcoal products grabbing the smallest share at just over 1%.

The average price for all products in the category in 2020 was an even $25/unit, down only slightly from $25.18 in 2019.

Amazon Market Share

Synbiotics-enzymes formulas stand out

The top 25 products (Amazon Standard Identification Numbers or ASINs) performed slightly better than the category, with 41% growth year to date. One product stood out as the primary driver: Wholesome Wellness brand Raw Probiotic 100 Billion CFU [colony-forming unit] with prebiotics and digestive enzymes (ASIN: B0811P73BT), which saw incredible growth of over 10 times in that same period. This ASIN was ranked #144 in January 2020 and skyrocketed to take its place as the 8th best-selling product in the category in November.

Reflective of the share split, 24 of the top 25 products in the category in 2020 were probiotic products. The only non-probiotic product in the top 25 was ZenWise Daily Digestive Enzymes with Prebiotics and Probiotics (B00RH5K26I), which saw modest growth of 13% as of late 2020. Each of the top 25 products came in a one-pack, with no larger sizes represented.

Other than a few exceptions, nearly all of the products in the top 25 had little to no issues with the “buy box” (the white box on the right side of the page where shoppers can choose “Add to Cart”), such as being out of stock or suppressed.

top 5 products

Top 10 brands post mixed overall performance

Despite the collective digestive gains, 15 of the top 25 brands (by year-to-date revenue) lagged behind the overall category gains, with growth rates between 32% all the way down to -42%. Two notable brands are in the top 25; one went from being ranked ninth in the category in 2019 to third in 2020, with an astonishing 248% growth rate year over year: Align Probiotic Supplement 63 Capsules (B0055OV0MI). The other brand (Wholesome Wellness) just barely cracked the top 25 in 2020, but did so with only one product, which started selling for the first time in January 2020.

Among the top 25 brands, the total number of listings on Amazon dropped from 822 in January 2020 to 799 in November.

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This article was originally shared in Natural Products Insider’s January 2021 Digital Magazine. Download the complete magazine here.

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