Commensurate with the growth of organic products, organics at the macro level sees a large number of listings on eBay, with 2+million listings in the US, more than 700,000 listings in the UK and Australia nearly half the size of the UK at over 300,000 listings.
Whilst organic applies to everything from wine to wheat products, the top three most popular categories for organics on eBay aren’t food-oriented, but more health related. They are Vitamins & Supplements, Natural & Alternative Remedies, and Skincare. And the vast majority of listings are unbranded, seller’s own brands or niche and specialist brands.
Here we look at each of these subcategories in turn.
VITAMINS & SUPPLEMENTS: ALL ABOUT TURMERIC
Organic products have a higher share of total vitamins in AU at 12% and the UK at 11% than in the US at 7.6%.
While brands and sellers differ per market, there are product similarities. Turmeric, vaunted in various media over the past year or so for its health properties, features in the top selling organic vitamin products in all three countries. In AU, a turmeric powder is the number three selling product, with a kefir grain probiotic second and spirulina first. In the UK, turmeric features in the top two selling spots, with a combined turmeric, curcumin, ginger and black pepper capsule product first and another turmeric curcumin product second. (Chia seeds came in third). In the US, an organic turmeric root is the top seller, followed by moringa leaf powder (moringa being a form of vitamin C substitute) and a black pepper root powder.
A turmeric and black pepper capsule product, at $38, is the highest revenue earner[1] for organic vitamins and supplements on eBay Australia. Although turmeric saw a brief spike in March as part of the COVID-19 medicinals panic buying, in Australia its overall sales levels are high and have been growing at a generally consistent rate. This is also the case in the UK. Turmeric’s association with depression relief and mental health may be partially behind this rise as awareness of mental health, particularly under COVID-19 lockdown conditions, increases.
Looking across the category, the price ranges for high ranking vitamins and supplements[2] are lowest in the UK, with products priced between 4 and 10 GBP and a median price point of GBP7.50. In the US, the price range is USD$10 to $18 with a median price point of USD$13. Australia, perhaps unsurprisingly, is the most expensive with a majority price range of $11 to $33 and a median price of $20.
NATURAL AND ALTERNATIVE REMEDIES: BLACK SEEDS ARE A THING
Organic natural remedies have a 5 to 8 percent share of total natural remedies, depending on the country.
The highly fragmented nature of this category is exemplified by the high number of product sales in ‘other’ subcategories. Having said that, organic aromatherapy products feature prominently in all three countries (less in Australia than the UK, where it dominates), and in Australia and the US herbal remedies and resins take a reasonable portion of share.
Black seed products feature in the top three listings in both Australia and the US. Black seeds include black caraway, cumin, kalonji and onion and come from a plant called nigella sativa, which also features in a number of highly ranked listings. Along with use for treatment in digestive tract conditions, it is used for the treatment of respiratory conditions including swine flu, so its prominence may be COVID-19 related.
Black seed oil is the number two listing in Australia, with a hemp oil third and a psyllium husk fibre in first place. In the US, a pure black seed oil nigella sativa is in the top spot, an organic black seed cumin nigella sativa is second, and a moringa leaf product is third. In the UK, rosehip oil tops the listings, with two aromatherapy essential oils in second and third place.
Black seed product listings aren’t the highest revenue earners[3], however. That guernsey goes in Australia to an organic elderberry syrup, and in the US and UK to aromatherapy fragrances.
Price points in Australia are lower for natural remedies, at a median $14.50, than for vitamins. But similar price points to vitamins in the US and UK, with median price points of USD$13 and 6GBP respectively.
SKINCARE: Bring on the Hemp
Organic skincare has only a 2 to 4 percent share of total skincare, depending on the country. As with non-organic skincare, within organic skincare products, moisturisers and anti-aging products dominate across all three markets. Unlike non-organic skincare, most are little-known brands.
Hemp protein powder and hemp oil take the number one and three listing spots in Australia, underscoring an Australian preference for hemp oil seen in natural remedies and seen in the first page brand visibility of hemperium and dynahemp. An aloe vera gel is the second listing in Australia, and third in the UK where a shea butter and extra virgin coconut oil are the first and second listings respectively. In the US interestingly an emu oil is in top spot, followed by dried goji berry and another moringa oil, which the US market seems to like.
In Australia and the US, anti-aging hyaluronic wrinkle serums garner the highest average weekly sales revenue where in the UK it is an aloe vera gel. This is then reflected in the average and median price points, with the UK lowest at a majority of sales between 6 and 11GBP and a median price point of 9GBP. In Australia and the US the price ranges and medians are very similar, interestingly, to vitamins with Australia’s majority sales ranging from $17 to $35 and a median of $22, and in the US a range of USD$11 to $19 with the by now ‘usual’ median price point - for them - of USD$13.
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[1] Based on average weekly sales achieved over the duration of the listing.
[2] Based on the first page of eBay results. These listings are prioritised for visibility by eBay based on their likelihood to result in a sale, based on recent buyer interaction and sales.
[3] Based on average weekly sales over the duration of the listing.
Australia, US, UK eBay data from ShelfTrend as at 29 April 2020.