What New-Year-New-You Data Tells Us About 2023—So Far
The start of a new year tends to be a booming time for health and wellness brands and retailers. Consumers set their new year’s resolutions—often health-focused—and then purchase vitamins and sports nutrition products, workout gear, and/or diet-related foods and gadgets to support those new-year-new-you goals. But given the current macroeconomic environment—high inflation, a looming recession, and widespread corporate layoffs—maybe the start of 2023 would be different.
It wasn’t. Netrush did some consumer search analyses and not only found that consumers are focused on the same general trends as past years—primarily diet and fitness—but that Vitamins, Minerals and Supplements (VMS) categories on Amazon are still growing year-over-year.
DIVING INTO THE DATA
Search trend data gives us a glimpse into the minds of consumers and how they were thinking about health and wellness in January. Here are the key themes we found across Pinterest, Google, and Amazon:
(INSPIRATION) Like prior years, consumers showed interest in diet and fitness for the new year, using Pinterest most heavily around a variety of specific diet types. When looking at the top 50 search terms in January related to health and wellness, keto was the most common diet type, with mediterranean, low carb, and whole 30 also showing meaningful search volume.
However, many keto-specific diet searches saw year-over-year declines compared to January 2022 search volume. In contrast, data showed high year-over-year growth in search terms related to high-protein diets. On the fitness front, many pilates-related search queries were trending much higher this January versus last year.
Most of the diet-related search terms are losing consumer interest this month compared to January, confirming the typical boom at the start of the year followed by some regression back to normal consumer-interest levels. Fitness-related search terms appear to be holding their strength into February a bit better than diets.
Most frequently searched for: Diet (primarily keto as well as whole 30, intermittent fasting, mediterranean, and Daniel Fast)
Biggest trends this year vs. last year: High-protein diets, and fitness (especially wall pilates and wall workouts)
(EDUCATION) Consumers most commonly came to Google with VMS and sports-nutrition searches as well as fitness (primarily yoga) and mental health. Similar to Pinterest, we saw year-over-year growth in the top 50 health-and-wellness search terms.
Most frequently searched for: Fitness (yoga), VMS, and sports nutrition
Biggest trends this year vs. last year: All-meat diet, somatic and narrative mental health therapies, certain types of supplements (NMN, iodine, saffron, and berberine)
(SHOPPING) Once on Amazon, consumers searched VMS and sports nutrition categories as well as fitness products (primarily shoes and apparel). This is in line with trends from January 2022.
Most frequently searched for: Fitness (workout equipment, shoes, and sweatpants), VMS (variety of subcategories), sports nutrition (protein powder, creatine, and pre-workout products)
Biggest trends this year vs. last year: Lululemon, ashwagandha, gym bag, and New Balance and Adidas women’s shoes
ARE SEARCHES LEADING TO PURCHASES?
We analyzed January year-over-year revenue growth for 15 VMS categories on Amazon to see to what extent customers are still investing in their health and wellness to support their new year’s resolutions and goals. Our estimates, based on Netrush 360 data, show all 15 categories growing this year compared to January 2022. Spirulina, L-Glutamine, and Licorice Root recorded the highest growth, with Probiotics, Quercetin, and Multivitamins growing only slightly. Here’s the bar chart:
Curious as to how the entire year may pan out? Check out our recent blog post on the 8 VMS Categories to Watch in 2023 for more category-level growth expectations and commentary.
DRIVing GROWTH IN YOUR OWN Health & Wellness BUSINESS
Netrush is rooted in health and wellness. Our very first brand partners were in this space, and we’ve had the pleasure of working alongside many purpose-driven, health-and-wellness brands over our 16-year history. We have the knowledge, network, and data to help take your brand to the next level. Contact us to explore partnership opportunities.
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 authorBeth 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.
