Analysis of the collagen market on Amazon, proposals for the launch of a new product, development of price positioning, marketing support and margin calculation.

1. Collagen
Amazon market
Presented by
Elena Chalaya

2. Amazon collagen market
Form
Sum of Mo.
Revenue USD Sum of Mo. Sales
Sum of Year
Revenue USD Sum of Year Sales Share USD Share packs
powder 27,391,519 920,290 328,698,228 11,043,480 53% 48%
pills 7,674,636 301,729 92,095,632 3,620,748 15% 16%
drink 7,559,527 298,469 90,714,324 3,581,628 15% 16%
sticks 5,387,363 187,660 64,648,356 2,251,920 11% 10%
gummies 3,251,968 192,209 39,023,616 2,306,508 6% 10%
Grand Total 51,265,013 1,900,357 615,180,156 22,804,284 100% 100%
Market size per year is 615 Mln USD and 22 Mln packs.
The largest share is powder 53%.
Powder, pills and drink – 83% of Amazon Collagen market.

3. 53%
15%
15%
11% 6%
Share USD
powder pills drink sticks gummies
Share of segments
New brand proposal - enter in 3
segments:
Powder – the largest share
Pills – easy usage
Sticks – out home consumption

4. TOP Brands
Brand
Sum of Mo. Revenue
USD Sum of Mo. Sales Share USD Share packs
Vital Proteins 17,208,075 564,441 34% 30%
Sports Research 4,626,294 170,516 9% 9%
Premier Protein 2,727,733 109,153 5% 6%
Live Conscious 2,276,242 59,615 4% 3%
Ancient Nutrition 1,985,397 52,081 4% 3%
OLLY 1,950,733 95,549 4% 5%
Garden of Life 1,783,419 68,439 3% 4%
Others 18,707,120 780,563 37% 40%
Total 51,265,013 1,900,357 100% 100%
7 brands is 63% of collagen Amazon market.
Quantity of brands 179.
The leader has 34% of market share.

5. Product Name Form
Sum of Mo.
Revenue
USD
Sum of Mo.
Sales Share USD
Share
packs
Vital Proteins Collagen Peptides Powder with Hyaluronic Acid and Vitamin C
Unflavored 20 oz powder 9,705,968 274,158 56% 49%
Vital Proteins Collagen Peptides Powder 9.33 oz Unflavored with Hyaluronic Acid
and Vitamin C powder 2,965,099 146,497 17% 26%
Vital Proteins Marine Collagen Peptides Capsule Supplement for Skin Hair Nail
Joint - Hydrolyzed Collagen Non-GMO Project Verified (360 Capsules) pills 857,515 18,245 5% 3%
Vital Proteins Marine Collagen Peptides Powder Supplement for Skin Hair Nail
Joint - Hydrolyzed Collagen - 12g per Serving - 7.8 oz Canister powder 653,075 18,146 4% 3%
Vital Proteins Marine Collagen Peptides Powder Stick Packs (10 g) (Box of 20) sticks 591,328 18,479 3% 3%
Vital Proteins- market leader
86 % of 5 SKUs.
There are powder, pills and sticks.
Sum of Mo. Revenue USD - 17,208,075

6. TOP 10 SKUs
Product Name Form
Sum of
Mo.
Revenue
USD
Sum of
Mo. Sales Share USD
Share
packs
Vital Proteins Collagen Peptides Powder with Hyaluronic Acid and Vitamin C Unflavored 20 powder 9,705,968 274,158 19% 14%
Vital Proteins Collagen Peptides Powder 9.33 oz Unflavored Hyaluronic Acid and Vitamin C powder 2,965,099 146,497 6% 8%
Premier Protein Shake Vanilla 30g Protein 1g Sugar 24 Vitamins & Minerals Nutrients drink 2,727,733 109,153 5% 6%
Sports Research Collagen Powder Supplement (16 Oz) powder 2,234,826 79,958 4% 4%
Sports Research Collagen Powder Supplement - (20 Travel Packs) sticks 2,176,051 80,744 4% 4%
Live Conscious Collagen Peptides Powder - Type I & III Collagen - 41 Servings - 16oz powder 1,641,696 46,919 3% 2%
OLLY Glowing Skin Collagen Gummy 60 Day Supply - 120 Count Pouch pills 974,760 33,624 2% 2%
Vital Vitamins Multi Collagen Complex - Type I II III V X Grass Fed Non-GMO 150 Capsules pills 973,996 41,535 2% 2%
Ancient Nutrition Collagen Powder Protein with Probiotics Unflavored Vitamin C 16oz powder 870,409 21,782 2% 1%
Vital Proteins Marine Collagen Peptides - 360 Capsules pills 857,515 18,245 2% 1%
Others 26,136,960 1,047,742 51% 56%
Total 51,265,013 1,900,357 100% 100%
10 TOP SKUs – 49% of collagen Amazon market.
1 and 2 SKUs – 25% of collagen Amazon market.
TOP SKU # 5 – sticks.
TOP SKUs # 7,8,10 – pills.

7. TOP 10 SKUs
Target Audence – women and men after 30.
Bulls Eye - women after 40.
The most of SKUs are unflavored animal-based
collagen.
The leader is with hyaluronic acid and Vitamin C.
The most popular package is plastic container/jar.
The usage of powder is for mix in hot and cold liquids.

8. Proposal for launch NEW BRAND
TA - women and men after 30.
Bulls Eye - women after 40.
Unflavored animal-based collagen with hyaluronic
acid and Vitamin C and UNIQUE ADDITIVES
UNIQUE ADDITIVES – is to differentiate.
UNIQUE ADDITIVES:
• Biotin
• Coenzyme
• Vitamins: A, PP, B7, C, E
• Minerals: zinc, copper, iodine, selenium + D
4 SKUs
1. Powder 20 oz in plastic container/jar
2. Powder 9.33 oz in plastic container/jar
3. Pills 120 – 150 capsules in plastic container/jar
4. Sticks 20 Travel Packs

9. Super Premium
(100-162)
Premium
(67-99)
Mainstream
(57-66)
Price Segments/Positioning Powder
Price segments per pack/per kilo, USD
20 oz
35.42/
62.5
16 oz
27.95/
61.6
16 oz
34.99/
77.1
Vital Proteins Sports Research Live Conscious Ancient Nutrition
39.9
6
/88.1
7,8 oz
35.99
/162.8
16 oz
29.89
/65.9
52%
23%
5%
Super premium 36-40 7%
Premium 30-35 49%
Mainstream 15-29 24%
New Brand Price Positioning – price index 90% from average mainstream price (62$)- 55.8 USD per kilo
Per SKU 20 oz – 31.6 USD
Per SKU 9.33 oz - 18.1 USD
Per Pack Per Kilo
Super premium 100-162 5%
Premium 67-99 23%
Mainstream 57-66 52%
Great Lakes Wellness
9.33 oz
20.24
/76.5

10. Price Segments/Positioning Pills
Product Name Brand
Sum of Mo.
Revenue
USD
Sum of Mo.
Sales Price Share USD
OLLY Glowing Skin Collagen Gummy Hydrated Youthful Skin Hyaluronic Acid Sea
Buckthorn Chewable Supplement Berry 60 Day Supply - 120 Count Pouch OLLY 974,760 33,624 29 13%
Vital Vitamins Multi Collagen Complex - Type I II III V X Grass Fed Non-GMO 150
Capsules
Vital
Vitamins 973,996 41,535 23 13%
Forest Leaf - Collagen Pills with Hyaluronic Acid & Vitamin C - Reduce Wrinkles
Tighten Skin Boost Hair Skin Nails & Joint Health - Hydrolyzed Collagen Peptides
Supplement - 120 Capsules Forest Leaf 245,764 11,731 21 3%
Collagen Pills with Vitamin C E - Reduce Wrinkles Tighten Skin Boost Hair Skin
Joints - Collagen Wrinkle Formula - Hydrolyzed Collagen Peptides Supplement 150
Capsules
Sanar
Naturals 224,044 11,798 19 3%
32%
New brand Price Positioning – Price index 90% from average basic price
(23$) 20.7 USD per 120-150 capsules package
Price segment 19-29 USD - 47%, size segment 120-150 capsules - 32%

11. Price Positioning Sticks
Product Name Brand
Sum of
Mo.
Revenue
USD
Sum of
Mo.
Sales Price
Share
USD
Sports Research Collagen Powder Supplement - Vital for Healthy Joints Bones Skin & Nails -
Hydrolyzed Protein Peptides - Keto Friendly Nutrition for Men & Women - Mix in Drinks (20 Travel
Packs)
Sports
Research
2,176,05
1 80,744 27 40%
Vital Proteins Marine Collagen Peptides Powder Supplement for Skin Hair Nail Joint - Hydrolyzed
Collagen Non-GMO Project Verified Stick Packs (10 g) (Box of 20)
Vital
Proteins 591,328 18,479 48 11%
Vital Proteins Collagen Peptides Powder Supplement (Type I III) Travel Packs Hydrolyzed Collagen for
Skin Hair Nail Joint - 10g per Serving - Unflavored (20ct per Box)
Vital
Proteins 500,290 13,525 31 9%
60%
Size segment 20 sticks per box - 60%, Price segment 27-31 USD - 49%,
New Brand Price Positioning – Price Index 90% from average basic price
(29$) 26.1 USD per 20 sticks in box

12. Sales forecast New Brand
SKU Price
Sum of
Mo.
Revenue
USD
Sum of
Mo. Sales
Sum of
Year
Revenue
USD
Sum of
Year Sales
Sales per
day/ pack
Collagen Peptides Powder with Hyaluronic Acid and Vitamin C and Biotin Unflavored
oz 31.6 21,091 667 253,098 8,009 22
Collagen Peptides Powder with Hyaluronic Acid and Vitamin C and Biotin Unflavored
9.33 oz
18.1 6,300 348 75,601 4,177 12
Collagen Complex 120-150 Capsules with Hyaluronic Acid and Vitamin C and Biotin
20.7 7,675 371 92,096 4,449 12
Collagen Powder 20 Travel Packs with Hyaluronic Acid and Vitamin C and Biotin
26.1 5,387 206 64,648 2,477 7
Total 40,454 1,593 485,442 19,112 53
Collagen market size per year 615,180,156 USD
Segments (powder, pills, sticks) per year 485,442,216 USD (79%)
New Brands share 0.1% per year 485,442 USD
Sales per day 7-22 packages

13. Marketing strategy- NEW market development
Actions 1 2 3 4 5 6 7 8 9 10 11 12
Package design + signs 3,200
Amazon Account creation 600
TM Registration in USA 900
Listing Amazon 4 SKU (texts+photos) 400
Account manager + ppc manager 600 600 600 600 600 600 600 600 600 600 600 600
Gift of goods for reviews 300 300 300 300 300 300
Amazon ppc promotion 300 300 300 300 300 250 250 250 200 200 200
total 5700 1200 1200 1200 1200 1200 1150 850 850 800 800 800
Total 16 950 USD – 5% from Net sales

14. Margin New Brand
SKU
Price
per
pack $
Amazo
n fees
(30%) $
Net per
pack $
Market
ng per
pack
(5%) $
CM per
pack
10% $
Sum of
Mo.
Sales
Net per
Mo $
Net per
Year $
Market
ng Per
Year $
CM per
Year
(10%) $
Collagen Peptides Powder with Hyaluronic Acid and
Vitamin C and Biotin Unflavored 20 oz 31.6 9.5 22.1 1.11 2.21 667 14,764 177,168 8,858 17,717
Collagen Peptides Powder with Hyaluronic Acid and
Vitamin C and Biotin Unflavored 9.33 oz
18.10 5.4 12.7 0.63 1.27 348 4,410 52,920 2,646 5,292
Collagen Complex 120-150 Capsules with Hyaluronic
Acid and Vitamin C and Biotin
20.70 6.2 14.5 0.72 1.45 371 5,372 64,467 3,223 6,447
Collagen Powder 20 Travel Packs with Hyaluronic
Acid and Vitamin C and Biotin
26.10 7.8 18.3 0.91 1.83 206 3,771 45,254 2,263 4,525
28,317 339,810 16,990 33,981
New Brand CM (Contribution Margin – Margin before tax) – 10% 33 981 USD/Year
2 832 USD/Month

15. THANK YOU!