September 19, 2019 by Sujay Seetharaman

The initial days of DTC were mostly about product categories like Apparel, Eyewear, Luggage, Razors, and Footwear. The last few years have seen new categories such as Meal replacements, Supplements, Plant-based diets, Aperitifs, RTDs, Clean beauty, Sexual wellness and just about anything CBD hog the limelight.

What are the top product categories in DTC Brands?

There are an estimated 1000+ DTC companies that have collectively raised about $4 billion in venture capital since 2012, and about $1 billion of that was raised in 2018 alone!

We analyzed our database of over 20,000 brands to see what the different product categories are and how they were distributed.


Fashion (encompassing Apparel, Footwear, Eyewear, Beauty, Cosmetics, Jewelry & Luxury) stands out as the dominant category with an overwhelming 92.7% share of the DTC industry, followed by other product categories such as General Merchandise, Food & Beverage and Health & Wellness.

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Diving further into the Fashion category, we see that Clothing & Accessories emerges as the leading sub-category. 

Saturation of DTC Product Categories

Based on research by Semisupervised, a digital marketing agency for DTC brands, we plotted the top 5 and bottom 5 saturated DTC product categories on a scale of 0-100 (100 being the most saturated).

Categories such as Luggage, Clothing, and Jewelry are approaching saturation while there still seems to be a lot of white space in Grocery, Sporting goods, and Beauty where the existing players account for a mere 10% of the entire market!

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Sujay Seetharaman

Market Analyst @ PipeCandy

Currently donning the Researcher's hat. Talks to himself.