june 2021 ecommerce health & wellness
TRANSCRIPT
ECOMMERCE HEALTH & WELLNESS
Spotlight
2020 witnessed a radical redefinition of “self-care” as consumers put a greater priority on health
and well-being both to prevent contracting coronavirus and to reduce its harmful effects, should
they contract it. This Health & Wellness Spotlight provides further insight to the online growth
trends in over-the-counter product sales in 2020.
June 2021
Increase in Online Over-The-Counter (OTC)
Health Product Sales
75%75%
Source: 1010data Market Intelligence eCommerce Panel Year-Over-Year Growth from 2019 to 2020
eCommerce Data
Although 1010data utilizes multiple panels that track millions of panelists, 1010data is projecting up to the total U.S. population. Panel-based projections are not intended to perfectly correlate to actual sales on an absolute dollar sales basis. The strength of 1010data’s ecommerce data lies in share performance and trends over time.
© Copyright 2021 1010data Services LLC. All rights reserved.© Copyright 2021 1010data Services LLC. All rights reserved.
A TALE OF TWO CHANNELSOnline Growth Sees an Explosion in
Over-The-Counter (OTC) Pharmaceutical Sales
There has been a dramatic shift in buying habits for OTC pharmaceuticals given the pandemic’s impact –
showcasing the importance of having channel specific marketing strategies tailored to both the online
and offline shopper. Total year-over-year OTC sales decreased 3%,* while online sales grew 75%.**
Cough & Cold is the largest OTC category with 45% share* of total 2020 sales; however, online
only, vitamins & Supplements account for 73% of OTC sales, growing 68% year-over-year.
What is the OTC eCommerce Customer Buying?
Vitamins have one of the highest online purchase adoption rates, but this level of growth indicates new
online shoppers have joined this trend given the pandemic’s impact. While demand for Cough and Cold
also increased significantly within our panel, online buying limitations impact its total performance
giving it a rank of only #6 in total online category share.
For Total In-Store and Online Sales For Total ONLINE ONLY Sales*According to Statista’s Industry Sales Estimates **According to the 1010data eCommerce Suite
for OTC Health Products Sold
Cough & Cold Vitamins & Supplements
2020 OTC Top Performing Categories
2020 OTC Online Category Year-Over-Year Growth
200%
150%
100%
50%
0%
Vitamins &Supplements
68%
Allergy Relief
143%
Cough & Cold
131%
Probiotics
58%
Sleep Aids
108%
Pain Relief
164%
1010data eCommerce Suite - YoY Growth From 2019 to 2020 for Health-Centric Products
#1
#1 #2 #3 #4 #5 #62020 Market Share Rank Order
© Copyright 2021 1010data Services LLC. All rights reserved.
Source:1010data eCommerce Suite - YoY Growth From 2019 to 2020 for Health-Centric Products
AND THE WINNERS ARE…The Amazon Effect
Amazon even managed to take some of its own market share in 2020 shifting buyers
from purchasing items via their 3rd party vendors to re-ordering automatically through
their subscription-based service. Amazon Subscribe and Save achieved 133% year-over-year
OTC growth and gained 3.5 share points, creating higher long-term value for Amazon given
the stickiness of subscribers.
The Convenience of Instacart
Instacart’s OTC sales grew 395%, the highest of any merchant we track. These merchant’s
OTC efforts were boosted by consumers including OTC purchases alongside their grocery orders.
2020 OTC Health Merchant Year-Over-Year Online Growth400%
350%
300%
250%
200%
150%
100%
50%
0%
-50%
-24% -12% -11%14% 28% 32%
48%67% 75% 80%
101%133% 143% 144%
170% 177%196%
240%
304%
395%
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2020 Share Point Change by Merchant for Online OTC Health Spend
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4%
3%
2%
1%
0%
-1%
-2%
-3%
-4%
-5%
-6%
-7%
-8%
-0.9 -0.3 -0.3 -0.2 -0.2 0.1 0.10.5
1.0 1.2
0.2
1.3
-7.7
1.7
3.5
0
© Copyright 2021 1010data Services LLC. All rights reserved.
THE POWER COUPLE:
About That Curbside Delivery…
As we noted in our State of Grocery Report, Costco’s partnership with Instacart paid off in a big way
in 2020, earning them the spot for top performer within our Instacart OTC health sellers data panel as
well, owning 31% of seller share.
© Copyright 2021 1010data Services LLC. All rights reserved.
By offering a more diversified product portfolio and same-day delivery alongside grocery,
Costco’s Kirkland brand share is more than double that of its next closest competitor.
Source: 1010data eCommerce Suite -
2020 Share of Kirkland Signature OTC Health Product Types Sold Via Instacart
Taking a closer look at OTC health brands sold via Instacart in 2020, Costco’s private label
Kirkland Signature is the top brand sold by Instacart.
Source: 1010data eCommerce Suite - YoY Growth From 2019 to 2020 for Health-Centric Products
2020 Top 10 Instacart OTC Health Sellers - eCommerce Panel Data Market Share
35%
30%
25%
20%
15%
10%
5%
0%
PublixCostco CVS Pharmacy®
Sprouts Farmers Market
Kroger Safeway BJ’s Wholesale
Club
Sam’s Club
Wegmans H-E-B
31%13%
9%
6% 4% 3% 3%2% 2% 2%
2020 Top 10 Instacart OTC Health Brands - eCommerce Panel Data Market Share
12%
10%
8%
6%
4%
2%
0%
Nature Made
Kirkland Signature
Nature’s Bounty
Zyrtec Advil Vitafusion Mucinex Claritin Airborne One A Day
11% 5% 5%4%
3% 3% 3% 3%2% 2%
&
42%Supplements
17%Allergy
28%Vitamins
12%Pain Relief
1%Sleep Aids
© Copyright 2021 1010data Services LLC. All rights reserved.
THE SEARCH CONTINUESConsumers Expand Their View of Wellness
During the pandemic, consumers took a much more proactive approach to their health.
This lead them to rely on media (news and social), friends and family, and product descriptions
and reviews to proper preventative self-remedies, many of which can be indicated below based
on the top populated search terms by category.
What Did They Buy?
As loyal as many consumers became to
their retailer of choice for OTC products,
the majority were not as loyal when it
came to seeking out specific product
brands they wanted to purchase. In fact,
Tylenol and Mucinex were the only brands
that populated within the top 10 search
terms that lead to OTC items being
added to a shopper’s cart.
Growth for Health Category Items That Call Out Specific
Terms Via Consumer Online Searches
Source: 1010data eCommerce Suite - YoY Growth From 2019 to 2020 for Health-Centric Products
Elderberry 231%
Probiotic 62%
Melatonin 102%
Zinc 172%
Tylenol 333%
Mucinex 194%
Ibuprofen 115%
Women 67%
Item descriptions that contain:
SEARCH TERMS
Mushrooms 49%
Chaga 116%
Lion’s Mane 71%
CBD 118%
Turmeric 16%
Charcoal 24%
Apple Cider Vinegar 265%
Nootropics (Brain Supplements) 57%
Ashwagandha 54%
All items that reference:
HOLISTIC MEDICINE
Vitamin A 72%
Vitamin B 104%
Vitamin C 147%
Vitamin D 110%
Vitamin E 88%
Item descriptions that calls out:
SPECIFIC LETTER VITAMINS
Sleep 78%
Immunity 216%
Energy 45%
Vegan 86%
Calming 79%
Gummy/Gummies 166%
Item descriptions that contain:
PRODUCT BENEFIT
Top Search Terms Leading to Add to Cart
© Copyright 2021 1010data Services LLC. All rights reserved.
Probiotics
Vitamin C
Vitamin D
Melatonin
Zinc
Tylenol
Mucinex
Elderberry Gummies
Ibuprofen
Probiotics for Women
© Copyright 2021 1010data Services LLC. All rights reserved.
WHICH MANUFACTURERS WERE IN THE RIGHT PLACE AT THE RIGHT TIME?
Exclusive & Private Label Brands Are On The Rise
Walmart’s private label and exclusive brands performed exceptionally well during this period,
achieving the 234% year-over-year sales growth thanks in particular to the success of in-house
brands Equate, Spring Valley and Parent’s Choice.
Breakout Success From Goli Nutrition
Many brands achieved major sales growth in 2020, such as Goli Nutrition which launched the
‘world’s first’ apple cider vinegar gummy a few months prior to the pandemic and successfully
maintained sales momentum throughout the year.
2020 Top OTC Health Manufacturer Year-Over-Year Online Growth
250%
200%
150%
100%
50%
0%
Now Foods
The Nature’s
Bounty Co
Garden Of Life
GlaxoSmithKline Bayer Murdock Madaus
Pharmavite Walmart (private label &
exclusive brands)
Reckitt Benckiser
Procter & Gambl
50%
139%
83%67%
124%
85%
113%
234%
183%
155%
2020 Top Brands with Notable Year-Over-Year Online Growth In Order of 2020 Sales Volume
600%
500%
400%
300%
200%
100%
0%
Nature’s Bounty
Goli Nutrition
Equate Spring Valley
Emergen-C Tylenol Airborne Up & Up Dr Emil Nutrition
204%
571%
214% 229%
331%
271%215%
239%260%
Source: 1010data eCommerce Suite - YoY Growth From 2019 to 2020 for Health-Centric Products
© Copyright 2021 1010data Services LLC. All rights reserved.
2020 TOP SEARCH TERMS RELATED TO ACV GUMMIES
2020 TOP NEW ACV CUSTOMERS - MERCHANTS
SHOPPED2020 ACV LESSON’S
LEARNED
1 Goli apple cider vinegar gummies Target.com – 45.6% 82% of Goli customers are new
2 Goli Vitacost.com – 39.3%Top Item Switched From:
Natrol 5-HTP
3 Apple cider vinegar gummies Walmart.com – 13.6%Top Supplements Switched From:
Elderberry & Magnesium
4 Goli gummies Vitaminshoppe.com – 1.4%
At Target.com there is a positive
affinity for Premier Protein and
Goli gummies
Goli’s marketing efforts have
been extremely effective in
generating brand awareness and
mindshare.
Target.com grew from 25%
market share for ACV gummies
in 2019 to 60% in 2020.
Bragg liquid ACV lost 14% of
its customer-base with 32% of
those customers switching to
Goli gummies
© Copyright 2021 1010data Services LLC. All rights reserved.
HOW CAN WE HELP YOU STAY AHEAD OF SHIFTING, ONLINE CONSUMER TRENDS?The statistics in this Health & Wellness Spotlight were generated by the 1010data eCommerce Suite, which offers access
to our timely data updates across the broadest category coverage in the marketplace. Companies leverage our data
intelligence solutions to better understand digital shopping behaviors and monitor brand performance within today’s online
consumer journey from the path-to-purchase and beyond.
Contact [email protected] for more information.
eCommerce Data
Although 1010data utilizes multiple panels that track millions of panelists, 1010data is projecting up to the total U.S. population. Panel-based projections are not intended to perfectly correlate to actual sales on an absolute dollar sales basis. The strength of 1010data’s ecommerce data lies in share performance and trends over time.
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2020 Apple Cider Vinegar (ACV) Gummies Industry Analysis
Diving deeper into the 2020 growth for Goli Nutrition we saw which retailers are
capitalizing on this growth, by what means, and how this new brand’s emergence
has impacted the OTC industry. Below are top highlights we found:
Source: 1010data eCommerce Suite - YoY Growth From 2019 to 2020 for Health-Centric Products
Consumers’ Online Decision Journey
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