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Industry
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DTC Wellness & Supplements benchmarks · 2026
Supplements, vitamins, functional beverages, sleep, recovery. Highly regulated creative (FDA/FTC). Subscription model dominant.
Snapshot
Supplements, vitamins, functional beverages, sleep, recovery. Highly regulated creative (FDA/FTC). Subscription model dominant.
Key benchmarks · 2026
Avg blended CVR
2.0–3.6%
AOV
$50–85
Target CAC
$30–55
Healthy ROAS
3.0–4.8x
Payback period
60–120 days
Subscription rate
55–78%
12-month LTV multiple of first order
3.2–5.4x
Gross margin
65–75%
Channel mix notes
Podcast host-read ads outperform programmatic 2.5x. Creator/influencer claim management is a real legal cost-center.
Primary channels for this industry
Meta (Facebook & Instagram)Platform benchmarksTikTokPlatform benchmarksAmazon Sponsored AdsPlatform benchmarksStreaming Audio & PodcastsPlatform benchmarks
Build a media plan for this industry: Use the budget allocator, CAC payback calculator, and LTV:CAC calculator.