Breaking Ground: Care/of Ventures onto Amazon
Amazon now carries personalized vitamin subscription brand Care/of, offering customers a selection of supplements tailored to their individual needs.
Crashing into the digital-commerce arena, direct-to-consumer vitamin and supplement brand Care/of made a splash on Thursday by launching on Amazon. This marks Care/of's foray into offering products through an e-commerce platform other than its own, with its previous wholesale deal inked in April with Sam's Club.
This digital debut seems timed to perfection, just on the cusp of Amazon's annual Prime Day. In honor of the launch, Amazon shoppers can score a cool 20% off any of the three Care/of products currently being offered on the platform.
Care/of's lineup on Amazon includes Energy, Stress Less, and Immunity supplements, priced between $18 and $25 for 30-day supplies. A sleep supplement is set to join the roster later in July, with further product rollouts on the horizon, as per the company.
Good news for those obsessed with balancing their wellness routines—Amazon customers will also get their hands on the brand's free Routines & Reflections app. Designed to complement Care/of's personalized wellness regimens, this handy app is usually exclusively available to Care/of buyers.
Originally launched in 2016 by Craig Elbert and Akash Shah, Care/of has been pressing forward this year, seeking to expand its customer base through strategic partnerships with Sam's Club and Amazon. In fact, this not-so-humble brand kicked off its brick-and-mortar ventures by partnering with Target stores back in 2021.
The brand's moves are a clear indication that the DTC sphere is stepping up efforts to explore wholesale avenues in a bid to expand their reach across multiple outlets and platforms. As Elbert puts it, "When Care/of launched, we wanted to make personalized vitamins an easy win for customers, with a quality they could trust. Today, our aim is to make it even simpler for our customers to really thrive, including bringing our products directly to where our customers already are for a seamless experience."
By locking in retail partnerships like Sam's Club and Amazon, Care/of taps into distinct customer demographics—Sam's Club boasts a more traditional, physical presence, while Amazon's vast digital reach gives Care/of access to a global network of potential customers that might've slipped through the cracks otherwise.
The vitamin and supplement industry on Amazon has been on a bullish ride, generating an estimated $7.41 billion in sales in 2022—an impressive 13.7% increase from 2021. With the market continuing to grow steadily, it's no wonder that DTC brands are jumping on the bandwagon to join in the fun.
As for the future, experts predict that the US market will skyrocket from its current $21.4 billion in 2019 to a whopping $30.5 billion by 2025. Keep a keen eye out for trending supplements like organ supplements, creatine for brain health, and beef liver supplements—apparently, we're all about health optimization and recovery these days.
Insights to Ponder:
- While specific Amazon data is elusive, the overall vitamin and supplement market is subject to trends such as consumers becoming more health-conscious, the ease of online shopping, and influencer marketing.
- The pet dietary supplements market is projected to expand significantly, with a CAGR of 8.7% from 2025 to 2030.
- The hangover rehydration supplement market is expected to swell from $1.1 billion in 2025 to $3.8 billion by 2035.
These broader trends highlight the growth potential for the vitamin and supplement industry on platforms like Amazon.
- Care/of's venture onto Amazon signifies the brand's expansion beyond its own e-commerce platform, following a wholesale deal with Sam's Club in April.
- Amazon customers can now purchase Care/of's supplements, including Energy, Stress Less, Immunity, and a forthcoming sleep supplement, with prices ranging from $18 to $25 for 30-day supplies.
- The brand's free Routines & Reflections app, typically exclusive to Care/of buyers, will also be accessible to Amazon customers.
- As Care/of partners with retail giants like Sam's Club and Amazon, it targets distinct customer demographics, leveraging their physical and digital presence to expand its reach.
- The vitamin and supplement industry on Amazon is experiencing a growth spurt, generating an estimated $7.41 billion in sales in 2022, marking a 13.7% increase from 2021.
- Experts forecast that the US market for vitamins and supplements will grow exponentially from its current $21.4 billion in 2019 to $30.5 billion by 2025, making way for trends in organ supplements, creatine for brain health, and beef liver supplements.
