Consumers Lean on Amazon for their Dose of Antioxidants

Antioxidants are important for overall health. They are natural compounds found in foods, such as berries, nuts, and vegetables, and help protect cells against “free radicals” which may play a role in cancer and other diseases.

As consumers have become more aware of the benefits of antioxidants, it’s no surprise that they now represent a staple category in the dietary supplement market, and on Amazon.

According to Allied Market Research, the global antioxidants market was valued at $2.9B in 2015 and is expected to reach $4.4B million by 2022. Similar to global trends, sales on Amazon demonstrate an upward curve. Most notably, the antioxidant supplement category on Amazon had revenue growth of 62% from 2019 to 2020. Drilling down into 2020 activity, revenue growth spiked at 34% from Q1 to Q2. Then, while it slowed to 10% growth from Q2 to Q3, it continued to see positive growth of 6% from Q3 to Q4 through the end of the year.

Consumers are also seeking diverse delivery methods, but capsules are by far the most popular, which accounted for 50% of market share in 2019 and 51% of market share in 2020. The four most popular delivery methods in 2019 were: Capsules (50% market share), Tablets (18% market share), Softgels (14%), and Liquid (9%). In 2020, the rankings stayed the same, and all delivery methods stayed within a percentage point of the previous year’s market share.

While market share of total category revenue is a telling sign of consumer preferences today, it’s additionally important to understand which delivery methods are up and coming. Thus, when we look at growth in revenue from 2019 to 2020, we see that Gummies (110%) and Melts (80%) both saw impressive growth that outpaced the categoryand are ones to watch.

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