The initial days of Direct To Consumer 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.
There are an estimated 1000+ Direct To Consumer 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 direct to consumer brands to see what the different eCommerce 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 Direct To Consumer industry, followed by other product categories such as General Merchandise, Food & Beverage and Health & Wellness.
Diving further into the Fashion category, we see that Clothing& Accessories emerges as the leading sub-category.
Based on research by Semisupervised, a digital marketing agency for DTC brands, we plotted the top 5 and bottom 5 saturated Direct To Consumer 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! Download free market research reports like this. We value your feedback, let us know if there are any suggestions/corrections below. For customized eCommerce market research reports reach out to us at firstname.lastname@example.org 🙂
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