New Year, New Me. January From a Wellness Brand’s View

Every year across the country, Americans make New Year’s resolutions to get healthy. As shoppers dedicate their wallets to products that help them move more, eat less, and live better, some merchants in the health and wellness industry are also experiencing New Year growth.

We at Edison Trends took a look at retailers across apparel, subscription box and weight management industries to determine which merchants are experiencing growth in January compared to their own sales in previous months.

Figure 1 observes how average sales order volume across several wellness brands increased during the time frame of January 1 through January 21, 2018, relative to the average sales orders since July 24, 2017. From this view, you can see which brands saw the highest relative success during this period when health and wellbeing are fresh in the minds among consumers entering the New Year.

Figure 1: Which wellness brands are seeing the most growth in January 2018 compared to the last six months?

January 2018 Average Sales Growth Compared Among Wellness Brands

Figure 1 data shows the estimated % change of respective averaged sales order volume by merchant compared to the previous six month period, based on the Edison Trends dataset. January is defined as midnight Sunday, December, 31st PST to midnight Sunday, January 21st 2018 PST. The data shown is based on a sample of anonymized and aggregated e-receipts from more than 2.7 million users in the United States.

We discovered that among many popular wellness brands, Weight Watchers saw the largest and most dramatic change, with online orders increasing by slightly more than 3x its previous six month average. Competing weight management provider Nutrisystem incurred a 28% increase in its overall order volume. Among subscription services, healthy meal kit delivery service HelloFresh also saw a 106% increase in its order volume. Conversely, wellness and fitness subscription box service Fabfitfun, saw its average order drop by roughly 15% in January compared to its previous months’ average sales orders.

Looking at athletic clothing retailers revealed that women’s apparel brand Athleta saw New Year orders rise by 23%, Lululemon orders increased by 16% and Under Armour dipped by 26% in the month of January.

Figures 2a-2c: Is January a booming month for wellness brands during the 'New Year, New Me' craze?

Figure 2a. Weight Watchers Week-by-Week Sales (July - January)
Figure 2b. HelloFresh Week-by-Week Sales (July - January)

Figures 2a-2b: Data shows the estimated weekly sales order volume trend (by % of highest week) for Weight Watchers and HelloFresh, based on the Edison Trends dataset. Period of July 24 to January 21 is defined as midnight Sunday, July 23rd PST to midnight Sunday, January 21st 2018 PST. The data shown is based on a sample of anonymized and aggregated e-receipts from more than 2.7 million users in the United States.

Figure 2c. Highest % Growth Change in Sales Orders for January

Looking further into week-by-week patterns during that last six months before January 2018, we also estimated increases between individual weeks in 2017 and the merchants' January peaks. The analysis in Figure 2c shows that Weight Watchers' order counts in the first week of January were an astonishing 784% higher than orders during its lowest December week. HelloFresh also saw healthy activity in the New Year, leaping by 609% from its lowest weekly order volume in late July.

Additional Observations

The research also found that the January increase of Weight Watchers sales orders varies based on where customers reside in the U.S. For example, consumers who live in New York increased their Weight Watchers purchases 542% in January (compared to the state's average weekly sales orders from the previous six months). Texans grew their Weight Watchers sales orders by 329%, Floridians by 313%, and Californians by 150%.

Weight Watchers January Increase by State (vs. Weekly Avg Past 6 Months)

NY

542%

TX

329%

FL

313%

OH

278%

PA

263%

IL

191%

CA

150%

The data shown is based on a sample of anonymized and aggregated e‑receipts from more than 2.9 million users in the United States. To learn more about what Edison Trends can do for your business contact us at bizdev@edison.tech. Follow us on Twitter @EdisonTrends.