Fish oil is an established category on Amazon with plenty of options for existing supplement brands. In terms of monthly sales, it’s the above-average size for the supplement world – Amazon’s monthly fish oil sales have been around $ 5.6 million since February, and that number has dropped to around 6.6 million since the pandemic began US dollar up (as of July)).
It’s important to note that the word “category” can be tricky on Amazon. It doesn’t exactly match the definitions used in brick and mortar. When we talk about fish oil supplements on Amazon, we are really talking about products that have been classified as fish oil by Amazon and may vary based on the Amazon system and sellers.
About 25 brands control 80% of the Amazon fish oil category, making it competitive and difficult for new brands to catch on. Unlike many other categories, however, there is no clearly defined top player, which means that one of the existing top brands has the opportunity to take a leadership position.
Overview of the fish oil category
According to data from Google Trends, online interest in fish oil has remained stable and predictable over the past five years.
As with other health and wellness products, consumer interest in fish oil is highest in January – when most consumers are thinking about health-related New Year’s resolutions. This interest then steadily declines as the year progresses.
The most common searches around the term “fish oil” are: “benefits of fish oil”, “omega fish oil”, “omega-3 fish oil” and “best fish oil”.
Fish oil and amazon
Fish oil products have a weighted average sales price of $ 23.08. The prices for products can be above or below this price depending on the pack size, quality and brand. In the case of higher-priced single-count offers, the perceived quality of the dietary supplement is the main differentiating factor. Purity, EPA / DHA levels, omega-3 fatty acid concentration, and potency are some of the characteristics listed on higher priced items.
Consumers prefer a soft gel delivery method. Soft gel capsules make up 59% of the fish oil category and other delivery formats may struggle to gain a foothold in the market.
Consumers place great value on the taste and aftertaste of fish oil products. Taste and aftertaste are so important that in most cases these two factors outweigh the perceived benefits of actually taking the product.
Fish oil is also a popular pet product. According to Amazon search data, “fish oil for dogs” is one of the most popular search terms in this product category.
3 ways existing brands can gain more market share
“Fish oil is a category where the right strategy could have a huge impact,” said Jen Mohan, senior director retail at Netrush and CPG. “The opportunity is there, but it will take a dedicated effort from a brand to mess things up and get that edge.”
Talk about the taste. The taste really can’t be emphasized enough. Consumers want a fish oil product with no fish odor, aftertaste, or burp. Most of the brands in this category don’t take this into account when creating their listings. Of all of the fish oilists on Amazon, only about a dozen mention anything about taste in the title of the list.
Perceived highlighted health Services. As with any other vitamin or dietary supplement, consumers expect positive results from taking fish oil supplements. Images, feature points, and product descriptions from all brands offer an opportunity to mention the health benefits, but this must be done carefully. On Amazon, it can be difficult to talk about the benefits of supplements. Brands need to make sure they adhere to Amazon and DSHEA guidelines to avoid listing penalties.
Enter value and quality. Consumers want to get high quality fish oil at the best price. Competitive pricing of products is a must for this category. While the average price for fish oil is $ 30, prices in this category range from $ 8 to over $ 300, depending on pack size, brand, and quality. Brands need to look closely at their own listings to determine the best possible price.
Looking to the future of fish oil?
Brands may have a hard time getting into Amazon’s fish oil category, but a trend is emerging that could offer opportunities for newcomers. To bypass the fishy taste altogether, more and more consumers are turning to algae supplements that advertise similar health benefits to fish oil. This plant-based option is also great for brands looking to reach vegan and vegetarian consumers.
Austin Wright is a content strategist at Netrush, a leading provider of e-commerce solutions for premium natural product brands.
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