ECOMMERCE HEALTH & WELLNESS - Spotlight - 1010data
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June 2021
ECOMMERCE
HEALTH & WELLNESS
Spotlight
75%
Increase in Online
Over-The-Counter (OTC)
Health Product Sales
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.
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.
Source: 1010data Market Intelligence eCommerce Panel Year-Over-Year Growth from 2019 to 2020A TALE OF TWO CHANNELS
Online 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.
2020 OTC Top Performing Categories
#1
Cough & Cold Vitamins & Supplements
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
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.
2020 OTC Online Category Year-Over-Year Growth
200%
164%
150%
143%
131%
108%
100%
68%
58%
50%
0%
Vitamins &
Probiotics Allergy Relief Sleep Aids Pain Relief Cough & Cold
Supplements
#1 #2 #3 #4 #5 #6
2020 Market
Share Rank Order
1010data eCommerce Suite - YoY Growth From 2019 to 2020 for Health-Centric Products
20Copyright
© witnesda0rcrl0lclcfioao0f“n-e”“u0mm
2021 1010data Services LLC. All
p0gyy0nesdau0n“u“n-“fip
rights reserved.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.
2020 Share Point Change by Merchant for Online OTC Health Spend
4%
3% 3.5
2% 1.7
1.2 1.3
1.0
1% 0.5
-7.7 -0.9 -0.3 -0.3 -0.2 -0.2 0 0.1 0.1 0.2
0%
-1%
-2%
-3%
-4%
-5%
-6%
-7%
-8%
amazon.com
– market
vitacost.com
vitaminshoppe.com
gnc.com
iherb.com
bodybuilding.com
amazon.com
- direct
heb.com
ulta.com
sansclub.com
costco.com
target.com
walmart.com
- pickup + delivery
instacart.com
walmart.com
amazon.com
– subscription
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 Growth
400%
395%
350%
304%
300%
250% 240%
200% 196%
170% 177%
150% 133% 143% 144%
100% 101%
75% 80%
67%
50% 48%
28% 32%
14%
0% -24% -12% -11%
-50%
gnc.com
bodybuilding.com
peapod.com
vitacost.com
iherb.com
vitaminshoppe.com
amazon.com
– market
shoprite.com
amazon.com
– direct
shipt.com
sephora.com
amazon.com
– subscription
heb.com
costco.com
samsclub.com
walmart.com
– pickup + delivery
ulta.com
target.com
walmart.com
instacart.com
Source:1010data eCommerce Suite - YoY Growth From 2019 to 2020 for Health-Centric Products
20 witnesda0rcrl0lclcfioao0f“n-e”“u0mm p0gyy0nesdau0n“u“n-“fipTHE 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.
2020 Top 10 Instacart OTC Health Sellers - eCommerce Panel Data Market Share
35%
30%
25%
20%
31%
15% 13%
9%
10%
6% 4%
5% 3% 3%
2% 2% 2%
0%
Costco Publix CVS Sprouts Kroger Safeway BJ’s Sam’s Wegmans H-E-B
Pharmacy® Farmers Wholesale Club
Market Club
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.
2020 Top 10 Instacart OTC Health Brands - eCommerce Panel Data Market Share
12%
10%
8%
6% 11% 5% 5%
4%
4% 3% 3% 3% 3%
2% 2%
2%
0%
Kirkland Nature Nature’s Zyrtec Advil Vitafusion Mucinex Claritin Airborne One A Day
Signature Made Bounty
Source: 1010data eCommerce Suite - YoY Growth From 2019 to 2020 for Health-Centric Products
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.
42% 1%
Sleep Aids
Supplements
17%
Allergy
28% 12%
Vitamins Pain Relief
Source: 1010data eCommerce Suite -
2020 Share of Kirkland Signature OTC Health Product Types Sold Via Instacart
© Copyright 2021S#S1
A TLEOFWCHN 1010data Services
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reserved.
FWCHNI F5I5F652…THE SEARCH CONTINUES
Consumers 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.
Growth for Health Category Items That Call Out Specific
Terms Via Consumer Online Searches
SEARCH TERMS HOLISTIC MEDICINE
Item descriptions that contain: All items that reference:
Elderberry 231% Mushrooms 49%
Probiotic 62% Chaga 116%
Melatonin 102% Lion’s Mane 71%
Zinc 172% CBD 118%
Tylenol 333% Turmeric 16%
Mucinex 194% Charcoal 24%
Ibuprofen 115% Apple Cider Vinegar 265%
Women 67% Nootropics (Brain Supplements) 57%
Ashwagandha 54%
SPECIFIC LETTER VITAMINS PRODUCT BENEFIT
Item descriptions that calls out: Item descriptions that contain:
Vitamin A 72% Sleep 78%
Vitamin B 104% Immunity 216%
Vitamin C 147% Energy 45%
Vitamin D 110% Vegan 86%
Vitamin E 88% Calming 79%
Gummy/Gummies 166%
What Did They Buy? Top Search Terms Leading to Add to Cart
As loyal as many consumers became to
their retailer of choice for OTC products, Probiotics
the majority were not as loyal when it
Vitamin C
came to seeking out specific product
brands they wanted to purchase. In fact, Vitamin D
Tylenol and Mucinex were the only brands Melatonin
that populated within the top 10 search
terms that lead to OTC items being Zinc
added to a shopper’s cart. Tylenol
Mucinex
Elderberry Gummies
Ibuprofen
Probiotics for Women
Source: 1010data eCommerce Suite - YoY Growth From 2019 to 2020 for Health-Centric Products
© Copyright 2021S#S1
A TLEOFWCHN 1010data Services
1#1#23N3 LLC. AllRRT…
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reserved.
FWCHNI F5I5F652…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.
2020 Top OTC Health Manufacturer Year-Over-Year Online Growth
250%
234%
200% 183%
155%
150%
139% 124%
113%
100% 85% 83%
67%
50%
50%
0%
Now The Garden GlaxoSmithKline Bayer Murdock Pharmavite Walmart Reckitt Procter &
Foods Nature’s Of Life Madaus (private label & Benckiser Gambl
exclusive brands)
Bounty Co
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 Brands with Notable Year-Over-Year Online Growth
In Order of 2020 Sales Volume
600%
500% 571%
400%
300%
331%
200% 260% 271%
229% 239%
204% 214% 215%
100%
0%
Nature’s Goli Equate Spring Emergen-C Tylenol Airborne Up & Up Dr Emil
Bounty Nutrition Valley Nutrition
Source: 1010data eCommerce Suite - YoY Growth From 2019 to 2020 for Health-Centric Products
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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:
2020 TOP NEW ACV
2020 TOP SEARCH TERMS CUSTOMERS - MERCHANTS 2020 ACV LESSON’S
RELATED TO ACV GUMMIES SHOPPED LEARNED
1 Goli apple cider vinegar gummies Target.com – 45.6% 82% of Goli customers are new
Top Item Switched From:
2 Goli Vitacost.com – 39.3%
Natrol 5-HTP
Top Supplements Switched From:
3 Apple cider vinegar gummies Walmart.com – 13.6%
Elderberry & Magnesium
At Target.com there is a positive
4 Goli gummies Vitaminshoppe.com – 1.4% affinity for Premier Protein and
Goli gummies
Goli’s marketing efforts have Bragg liquid ACV lost 14% of
Target.com grew from 25%
been extremely effective in its customer-base with 32% of
market share for ACV gummies
generating brand awareness and those customers switching to
in 2019 to 60% in 2020.
mindshare. Goli gummies
Source: 1010data eCommerce Suite - YoY Growth From 2019 to 2020 for Health-Centric Products
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 info@1010data.com 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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ECOMR 2021 1010data Services LLC. All rights reserved.
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