June 2025 Consumer Health VMS Report: Growth Trends, Marketplace Shifts & Winning Tactics
A data-driven look at the US Consumer Health market, from category performance and emerging trends to ad spend efficiency and brand-level growth.
The Consumer Health market is shifting fast. In June 2025, ecommerce continued gaining ground, with Sports Nutrition and VMS leading category growth across Amazon. In this report, we unpack the trends driving that growth: a surge in all-in-one supplements, the rise of ingredients like creatine and ashwagandha, and a broader push toward natural, functional products. We also examine how Pattern brands are outperforming the market—growing 40% faster than category average—and spending more efficiently with advanced ad tech.
Key insights include:
- How the ~$112B US Consumer Health market is evolving, and where Sports Nutrition is gaining share
- What’s fueling breakout growth in Amazon’s top VMS categories, including Creatine, Collagen, and Electrolyte Replacement
- How ecommerce is expanding its share of sales in both Sports Nutrition and VMS (+15% and +14% since 2019)
- Why Pattern brands are outpacing the market—and how lower TACoS (11% vs. 14%) helps drive that advantage
Download the full report for deep dives into category, product, and brand-level performance—and see where your next opportunity lies.
June 2025 Consumer Health VMS Report: Growth Trends, Marketplace Shifts & Winning Tactics
A data-driven look at the US Consumer Health market, from category performance and emerging trends to ad spend efficiency and brand-level growth.
The Consumer Health market is shifting fast. In June 2025, ecommerce continued gaining ground, with Sports Nutrition and VMS leading category growth across Amazon. In this report, we unpack the trends driving that growth: a surge in all-in-one supplements, the rise of ingredients like creatine and ashwagandha, and a broader push toward natural, functional products. We also examine how Pattern brands are outperforming the market—growing 40% faster than category average—and spending more efficiently with advanced ad tech.
Key insights include:
- How the ~$112B US Consumer Health market is evolving, and where Sports Nutrition is gaining share
- What’s fueling breakout growth in Amazon’s top VMS categories, including Creatine, Collagen, and Electrolyte Replacement
- How ecommerce is expanding its share of sales in both Sports Nutrition and VMS (+15% and +14% since 2019)
- Why Pattern brands are outpacing the market—and how lower TACoS (11% vs. 14%) helps drive that advantage
Download the full report for deep dives into category, product, and brand-level performance—and see where your next opportunity lies.
