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eCommerce Trend Tracker: Why Wellness is Big Business Online

November 22, 2016
Jorge Castrejon
Written By
Jorge Castrejon

Nielsen’s Global Health and Wellness Report shows that 31% of Generation Z and 29% of Millennials are willing to pay a premium for sustainably sourced ingredients, while the Organic Trade Association reveals that US consumers spent $43 billion on organic products last year. It’s no surprise that 75% of the categories you find on supermarket shelves have products targeting the wellness segment – and the digital shelf is no exception.

Profitero analyzed the importance of wellness products on’s top 100 best-selling lists in September 2016 across key categories such as beauty, baby, candy & chocolate, grocery, dog food, and health & personal care.  Our analysis reveals that more than one-third of the best-selling groceries on (35%) are wellness-related products – up from 25% in September 2015 – with ‘organic’ and ‘gluten free’ the top product attributes. 

Check out the top wellness brands on in our latest infographic below, or download our Best-Selling Wellness Brands report on Amazon US and Amazon UK.


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