June 2021 ECOMMERCE HEALTH & WELLNESS

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%

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1%

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-1%

-2%

-3%

-4%

-5%

-6%

-7%

-8%

-0.9 -0.3 -0.3 -0.2 -0.2 0.1 0.10.5

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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.


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

https://info.1010data.com/MAR2021-GAWEB-stateofgroceryreport.html


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


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


Probiotics

Vitamin C

Vitamin D

Melatonin

Zinc

Tylenol

Mucinex

Elderberry Gummies

Ibuprofen

Probiotics for Women


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%



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


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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Point of Purchase

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:


Consumers’ Online Decision Journey

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June 2021 ECOMMERCE HEALTH & WELLNESS