Category Overview: Supplements

Posted on
September 22, 2018

Everybody feeling good out there? Supplements are flying off the digital shelves, and with category sales up 45% YoY on Amazon US, we're imagining many of you must be well-nigh superhuman at this point. According to a recent survey from the Council for Responsible Nutrition (September 2018), 75% of US adults are taking supplements of some kind, and the lion's share of online purchases happen on Amazon.

Today we're looking in on a fast-growing slice of that broader supplements category. We'll check out some topline sales figures for the following types of products sold on Amazon:

- Antioxidants

- Chondroitin & Glucosamine


- Dietary Fibers

- Enzyme Supplements

- Fish Oil

- Glandular Extracts

- MCT Oil


- Omega Oils

- Other dietary supplements

- Other digestive supplements

- Other essential fatty acids

- Probiotics

- Royal Jelly

- Superfoods

Growth is strong across major subcategories, with probiotics and antioxidants commanding the highest sales volume and earning impressive gains.

Amazon stands to control an increasing share of the growing supplements market as Americans continue their quest for better health made more efficient. In this competitive category where functional attributes rather than brand loyalties tend to drive first purchase, the winning products will be those that quickly communicate key benefits at key moments to win a greater share of paid and organic search.

For a deeper look at the category and an analysis of what’s powering these brand and product moves, schedule a tour of the data with a Stackline pro.

Posted on
September 22, 2018
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