VMS Categories to Watch in 2023
The right dataset can be a powerful weapon when competing on the Amazon marketplace, as it enables brands to make decisions based on real information instead of gut feelings.
And since we want all of our partners—many of whom occupy the Health & Wellness sector—to succeed, we set out in March 2022 to collect extensive Amazon data on 15 key Vitamins, Minerals and Supplements (VMS) categories.
As we rounded the corner into the new year, we began to analyze all of the data we gathered from March through December and identified key trends and categories to keep an eye on in 2023.
One of our top findings was that there are six categories poised for high growth on Amazon this year, and two categories that may struggle.
Read on to learn about three of the high-growth categories, and then check out the full report (through the form-fill at the bottom) to get the details on all eight categories.
1 - L-GLUTAMINE
L-Glutamine was among the highest growth VMS categories in the second half of 2022 (2H22), with monthly revenue consistently exceeding $3.5 million (versus about $2.5 million per month in the first half). The number of brands and Amazon product listings (or ASINs) in this category stayed consistent in 2022, and we classify this category as consolidated with little movement in brands’ market share. The data suggests growth is not coming from new entrants but rather greater consumer demand flowing primarily to the top brands.
SOURCE: Netrush 360 data
Increasingly, consumers are looking to vitamins and supplements for better brain health, which is something that L-Glutamine touts. In fact, our data shows brain health- and memory-related search terms trending for this category over the last few months.
Given the category’s strong momentum last year, broad-based consumer interest in brain health, and the other health benefits L-Glutamine offers such as immune and digestive support, we expect L-Glutamine to maintain its impressive growth trends this year.
2 - MAGNESIUM
Despite being one of the largest VMS categories on Amazon already, Magnesium was the second-highest growth category in 2H22. Monthly revenues hit about $30 million or more August through November compared to roughly $20 million per month in 1H22. New brands and ASINs consistently came onto the marketplace throughout 2022, as well.
SOURCE: Netrush 360 data; NOTE: Anomaly dip in May likely due to a temporary misclassification on Amazon
Growth could be in part due to consumers shifting interest from Sleep Aids (which we’ve seen decline on Amazon) to Magnesium products as an evening wind-down tool.
As shown above, Magnesium is one of the most fragmented VMS categories on Amazon; many brands make up the majority of category revenue.
3 - MUSHROOMS
In another confirmation of consumers’ interest in brain health, Mushrooms showed some of the most positive 2022 growth trends of all VMS categories, which we expect will continue in 2023.
This category recorded month-over-month gains in nearly every month tracked last year. While ASIN numbers declined throughout the second quarter (Q2), the category has seen consistent growth in ASINs—and modest growth in brands—since July.
Lion’s Mane remains the most common type of mushroom consumers search for, although Turkey Tail mushroom product searches are picking up steam. The gummy delivery method is also beginning to trend in this category.
While new entrants come on to the marketplace, the top brands are fighting to hold ground, with little movement in market-share rank among the top 50 brands and 58% market share for the top 10 brands at the end of 2022. However, 58% market share represents a 7-percentage-point decline since March 2022.
SOURCE OF GRAPH INFO (RIGHT): Netrush 360 data
WANT MORE? download the full report
Netrush’s report details three other categories likely to post strong growth in 2023—and two categories we believe could be in danger of decline. Fill out the form below to access the full report, which also includes our take on what brands are worth watching in 2023.
DISCLAIMER: Some of the information contained in the report is based on revenue estimates, which are based on price and rank averages over time. The methodology used in creating the report is subject to change. Neither Netrush nor any of its respective officers, directors, partners, employees, agents, or advisers warrant the accuracy, adequacy, or completeness of this information and each expressly disclaims liability for errors or omissions in the information.
ABOUT the authors of this postClaire McBride leads Research, Insights and Education for Netrush. Her entire career has been centered in the consumer and retail space, spending the last six years helping brands grow and optimize their ecommerce businesses through written research, events, share group discussions and one-on-one consulting. Prior to joining Netrush, she led the ecommerce market research division at Cleveland Research Company. Connect with Claire.
Beth Johnson is Manager of Retail Insights and currently leads Netrush’s Category Navigator, a tool within our Netrush 360 commerce intelligence engine that provides brands with Amazon market-sizing, performance metrics, and consumer behavior data at the category level. In Beth’s five-year tenure at Netrush, she has also served in a variety of research, analytics, and marketing roles. Connect with Beth.
