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ORGANICS ORGANICS ONLINE: A TALE OF TURMERIC, HEMP, BLACK SEEDS AND MORINGA CThe fragmented nature of the organics category is mirrored online where specific and niche products dominate, says ShelfTrend. ommensurate with the growth of the case in the UK. four per cent share of total skin care, organic products, the category Looking across the subcategory, the depending on country. As with non- at the macro level is featured price ranges for high ranking vitamins organic skin care, moisturisers and anti- 2 in a large number of listings on and supplements are lowest in the UK, ageing products dominate organic skin eBay, with two million-plus listings in the with products priced between GBP4 care across all three markets. US, more than 700,000 in the UK and more than 300,000 in Australia. While the term organic can be applied to everything from wine to wheat products, the top three most popular subcategories for organics on eBay aren’t food orientated, but more health related. They are vitamins and supplements, natural and alternative remedies, and skin care. The vast majority of listings are unbranded, sellers’ own brands or niche and specialist brands. Here we look at these subcategories in turn. Vitamins and supplements: all about turmeric Organic products have a higher share of total vitamins in Australia at 12 per cent and the UK at 11 per cent, than in the US (7.6 per cent). While brands and sellers differ for each 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 Australia, 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 earner1 for organic vitamins and supplements on eBay Australia. Although turmeric attracted 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 and GBP10 and a median price point of GBP7.50. In the US, the price range is US$10 to US$18 with a median price point of US$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 five to eight per cent share of total natural remedies, depending on the country. 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 named nigella sativa, which also features in a number of highly ranked listings. Along with use for treatment in digestive tract conditions it’s used for 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 earners3, however. That distinction in Australia goes to an organic elderberry syrup, and in the US and UK to aromatherapy fragrances. For natural remedies, price points in Australia are lower, at a median $14.50, than for vitamins. But their price points are similar to vitamins in the US and UK, with median price points of USD$13 and 6GBP respectively. Skin care: moisturisers and anti- ageing reign Organic skin care has only a two to 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 in the 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-ageing hyaluronic wrinkle serums garner the highest average weekly sales revenue, where in the UK it’s 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 GBP6 and GBP11 and a median price point of GBP9. 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 US$11 to US$19 with the by now ‘usual’ median price point, for them, of US$13. References available on request About ShelfTrend ShelfTrend is an eBay data provider available across more than 20 global markets in tens of thousands of categories. Our data intelligence tool tracks category performance and marketplace stats including top brands and sellers in the market, top selling products in a category, pricing and supply and demand gaps. Know more. Sell more. ShelfTrend. Shelftrend.com 36 RETAIL WORLD JUN, 2020