COWEN COLLABORATIVE INSIGHTS
Figure 110 Prime Member Purchaser % By Vertical, 1918-4018
February 25, 2019
Figure 109 Share Of U.S. eCommerce Sales '13 vs. ‘18E vs. ‘23E
Office Equip/Supplies Garden Equip/Supplies Toys
Sporting Goods
Other
100%
90%
80% Media
Auto 70% Food & Bev 60% Furniture & Home Furnishings
50%
40% Consumables a
y 30% Electronics & Appliances
20%
10% Clothing & Accessories 6
0% 2013 2018E 2023E
Source: Cowen and Company; U.S. Census Bureau
Analyzing Two Key Verticals for CBD Adoption
As part of our monthly survey of 2,500 US consumers, we ask Amazon.com purchasers to indicate which categories (out of a list of 30) they purchased on Amazon in the past 30 days. Our data shows that Personal Care Products and Vitamins & Supplements were more likely to be purchased (vs. the average across all categories) by both Prime and Non-Prime members throughout 2018.
Taking a closer look at 4018, in each month (on average) 19% of all Amazon Prime Purchasers bought at least one personal care product and 15% purchased a Vitamin or Supplement, while the average purchase rate across all 30+ categories was only 12% of Prime purchasers. We noted a similar trend among Non-Prime Purchasers in 4Q18, with 13% who bought Personal Care Products and 10% who bought Vitamin or Supplements, compared to the average purchase rate across all categories of 8%.
Figure 111 Non-Prime Purchaser % By Vertical, 1018-4Q18
25% 23%
21%
20%
15%
10%
5%
0%
22%
16%
1018
Personal Care Products mi Vitamins & Supplements
Source: Cowen proprietary Consumer Internet Survey, n=~2500, Dec ‘18
66
19% 14% a 12% 1 a 12% 11% 10% 8% 7% 6% A% 2% 0% 4Q18 1918 2Q18 3Q18 4Q18 Average Across All Categories Personal Care Products mVitamins &Supplements DAverage Across All Categories Source: Cowen proprietary Consumer Internet Survey, n=~2500, Dec ‘18
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