Platforms Share for Top Brands Mass & Weight Gainers

Overall in the eCommerce space Weight management is a growing segment. Due to COVID-19 and a general increase in sedentary lifestyle the demand for such products have grown substantially over the years. By industry estimates, this category is expected to grow at 11% CAGR from 2022 to 2027.

Traditionally the sales channels for products in this category have been gyms, pharmacies, supermarkets, etc. Now, eCommerce is also becoming quite popular with the urban youth.

Within the weight management category, there are two sub-segments – Weight & Mass Gain & Weight Loss. 

At the moment the large marketplaces – Amazon and Flipkart are the only significant e-commerce channels for this category. 

Overall the first important decision for any brand is – which platform can provide them scale. For this subcategory, Amazon & Flipkart sell nearly 90% of the overall volume! This is a crucial point of any brand trying to make a space for itself, as strong partnership and execution on Amazon & Flipkart can go a long way. 

Also, it is interesting that some brands like Kobra Labs and Zenith Nutrition have chosen only one platform – Flipkart and Amazon respectively. This is a good strategy to maximize scale within the ambit of the brand's positioning and pricing. Kobra Labs is a value brand and gets better scale on Flipkart by tapping into Tier 2 & 3 markets. 

Consumer behavior data is crucial to know and should get baked into the strategy for efficient execution. This can be done effectively by using Vumonic’s behavioral data for eCommerce for many different categories.

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Written by: Anupam Asthana

Date:  04 Oct 2022‍

Vumonic Datalabs is a global consumer intelligence platform. We provide high-quality, deterministically linked, large structured data that can be used to derive deep consumer,  business, and market insights. Our proprietary data pipelines deliver unbiased actual transaction data collected in a privacy and secure manner via large global panels.

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