Omega supplements have long been marketed for various health benefits, from improving eye health to warding off anxiety, and even reducing the risk of certain diseases. The Omega category has been one of the larger categories under the Health & Household Department in the Amazon marketplace. Overall, it showed strong momentum and sustainable growth in 2020, when compared with its performance in 2019. While the average MoM growth was merely 1% back in 2019, all brands collectively saw an average 6% MoM increase in revenue in 2020, despite the 27% decline in February that followed the completion of Amazon’s popular ‘New Year, New You’ campaign. Category sales quickly rebounded in March as more consumers stayed home, experiencing a 42% growth rate, and then gradually slowed down through July, but came back strong starting from August until now.
Even though there are 396 active brands in the Omega category, the top 20 best-performing brands represented over two-thirds of total sales. Particularly, Nordic Naturals, ranking the 1st out of all, accounted for almost a quarter of all revenue in the category.
The omega products for sale in the Amazon marketplace are classified mainly by their omega types, omega sources, and delivery methods. There are 12 omega types, among which type Omega-3 had the largest proportion of market share. In 2020, products identified as type Omega-3 represented over 80% of the category’s total revenue, while those of type Omega 3-6-9 made up just over 10%. The other 10 types each account for a relatively minimal amount of the total revenue accumulated, varying from 3% to 0.05%. No significant changes of these proportions were found or are likely to happen in the foreseeable future based on the category’s history.
Regarding omega sources, fish products made up almost two-thirds of the total revenue generated. Krill came in as the 2nd, followed by black seed, cod liver, multi-source, and algae. In 2020, Cod liver and multi-source products underperformed the category. Yet again, we expect these proportions to remain as they are for the foreseeable future.
Softgels dominated the category in terms of delivery method, accounting for approximately 80% of the category’s revenue. Products in the form of liquid and capsule took up 13% and 5% of the market share, respectively. Liquid form omegas had a humongous surge in sales in Q2 but then slowed down, while capsules underperformed throughout the year.
Half of the top 30 best-selling omega products were of type Omega-3, sourced from fish, and delivered in softgel form. In fact, products of this specific combination occupied 9 slots in the top 10 products, and many of them performed much better than the rest of the category. This combination is certainly something for brands to take note of, given its success in 2020.
As we enter a new year, and personal health remains a priority, the omega category projects to continue its strong growth from 2020.
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