472 million units sold in one year! Amazon continues to dominate this category

According to foreign media reports, Amazon continues to outperform heavyweight rivals such as Walmart and Target in the vitamins, minerals and supplements (VMS) category, maintaining its top position in the market.

According to data provided by SPINS/ClearCut Analytics , in the year ending August 2023, Amazon's VMS category sales totaled $12.6 billion, a year-on-year increase of 14.6%. Product sales increased 8.5% year-on-year to 472 million units.

Daniel Harari, general manager of SPINS e-commerce and co-founder of ClearCut, said that during the COVID-19 pandemic from 2020 to 2021, sales of Amazon's vitamins, minerals, and supplements categories grew rapidly. But then there were signs of slowing growth, so the industry was initially unsure whether this category would continue to grow on Amazon in 2023.

But in an interview in October, Harari mentioned that Amazon's vitamins and nutritional supplements sales growth has reached double digits, returning to a good balance. In particular, subcategories such as protein powder, probiotics, and multivitamins are maintaining strong growth.

Specifically, in the year ending August 2023, protein and meal replacements (including collagen, plant protein, and animal protein) were the highest-grossing sub-categories on Amazon VMS, with sales of nearly $1.6 billion, up 17% from the previous year. During the same period, sales also increased by 6% from the previous year.

Following closely behind were prebiotics and probiotics, which saw sales on Amazon grow 26% year-over-year to $775.8 million during this period, while multivitamins came in third with sales of $683.1 million, up 12% year-over-year.

Daniel Harari believes that the healthy development of Amazon's VMS market is due to the continuous introduction of new subcategories and products in the channel. For example, the sales of (biochemical) creatine increased by 65% ​​year-on-year to US$241.7 million, which is also the subcategory with the highest growth rate in the VM category.

Creatine was also the leader in Amazon’s VMS subcategory in terms of sales growth, increasing by 60% during the period , followed by dietary supplements (46%), mood calmers and soothing agents ( 33% ), and amino acids (30%).

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