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.com digestive health category 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.

To read this article in its entirety, check out The gut microbiome – digital magazine.

Dan Harari is vice president of business development for ClearCut Analytics, an eCommerce and retail analytics company based in Chicago.