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CategoryGlobal Market Size (B)Market Growth (CAGR)Barriers to EntryRepeat Rate/RetentionPurchase FrequencyAverage Order Value*Value to Weight Ratio*Gross Margin*Manufacturing Complexity Market ConcentrationMarket SaturationExisiting Brand Affinity Innovation in the CategoryRegulated IndustryConsumableGood for SubscriptionStartupsLarge Incumbents
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Anti-Aging $1407.5%HighHighHighMediumHighHighHighLowLowMediumYesYesYesYesUnity Biotechnology, Elysium Health, TeadoraPfizer, Eli Lilly & Co, Merck , Novartis, Bristol Myers Squib, Roche, AbbVie, AmGen
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Baby Care $667.0%LowHighHighMediumLowLowLowMediumMediumLowYesNoYesYesHonest Company, Happiest Baby, Owlet, Giggle, 4Moms, Snuza, Nutrinia P&G, J&J, Kimberley Clark , Nestle, MeadJohnson
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Bedding$56.5%LowLowLowMediumMediumMediumLowLowMediumLowNoNoNoNoBrooklinen, Parachute Home, Casper, Jill House Home, ReverieSteinhoff, Ashley Furniture, Serta
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Beverages (Non-Alcoholic)$1,5004.3%LowMediumHighLowLowHighMediumLowHighHighYesYesYesYesSoylent, Dirty Lemon, Ripple, Juicero, Health Ade, Core Water, BulletProof Coffee, Sudden Coffee, Daily HarvestCoca-Cola, Pepsico, Nestle, Dr. Pepper Snapple, Danone
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Cars$2,5002.6%HighLowLowHighHighLowHighLowHighHighYesYesNoNoTesla, Faraday Future, Zoox, Rimac, Lucid MotorsToyota, VW, GM, Hundaei/Kia, Ford, Nissan, Fiat
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Contraceptive (Men's)$78.2%MediumMediumMediumLowHighMediumHighHighLowMediumNoYesYesNoL BrandsKarex, Church & Dwight , Reckit Benkiser
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Contraceptive (Women's)$158.0%HighHighHighLowHighHighHighHighMediumMediumYesYesYesYesPfizer, Merck, J&J, Teva
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Contact Lenses$127.6%HighHighHighMediumHighHighHighHighLowLowNoYesYesYesHubbleJ&J, Valaent, Novartis, The Cooper Companies
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Cosmetics$4506.0%MediumHighHighMediumHighHighMediumHighHighMediumNoNoYesNoGlossier, Memebox, HushP&G, L'Oréal, Unilever, Avon, Beiersdorf, Estee Lauder, Shiseido, Kao, LVMH
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Eyewear $1027.0%MediumMediumLowHighHighHighMediumHighMediumMediumNoYesNoNoWarby Parker, Felix Grey, ZenniLuxoticca, Safilo
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Feminine Care$196.0%LowHighHighLowHighMediumLowHighLowHighNoYesYesYesLola, Thinx, LunaPadsP&G, Hanesbrands, Kimberly Clark
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Food (Packaged)$2,4006.4%LowMediumHighLowMediumLowHighLowHighMediumYesYesYesYesBlue Apron, Plated, Hello Fresh, Sun Basket, Freshly, Thrive Market, Sprig, Nature Box, Hungryroot, Green Chef, Home ChefTyson, Kraft, General Mills, Mondelez, Mars, Cargill, JBS
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Footwear (Childeren's)$256.0%LowMediumLowMediumLowMediumLowMediumHighMediumNoNoNoNoPlaeNike, Adidas
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Footwear (Men's)$822.0%LowMediumLowMediumMediumMediumMediumLowHighHighNoNoNoNoAllBirds, Greats, M.Gemi, Jack Erwin, Paul EvansNike, Adidas, Asics, Sketchers
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Footwear (Women's)$821.3%MediumMediumLowHighMediumMediumMediumLowHighHighNoNoNoNoM.Gemi, Tamara Mellon, Rothy's, Allbirds, Nobull, Shoes of PreyCoach, Nike, Adidas
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Furniture $2505.8%LowLowLowHighLowMediumHighMediumLowLowYesNoNoNoBurrow, Greycork, Tylko, Interior DefineIKEA, Ashley Furniture, Herman Miller, Copeland Furniture
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Shaving$216.0%HighHighHighLowHighHighHighHighMediumMediumNoNoYesYesDollar Shave Club, Harry's, EllaGillete, Schick (Energizer)
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Hair Care$803.0%MediumMediumMediumLowMediumHighMediumMediumLowLowNoNoYesYesFunction of Beauty, Madison Reade, NutrafoilP&G, Unilever, L'Oréal
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Hair Loss$45.0%MediumHighHighMediumHighMediumMediumHighLowLowNoYesYesYesMcNeil, Merck
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Handbags$1408.0%LowMediumLowHighHighMediumHighLowHighHighYesNoNoNoCuyana, Mon Purse, Dagne DoverCoach, Chanel, Michael Kors, Hermès
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Hats $74.6%LowLowLowMediumHighMediumLowHighHighLowNoNoNoNoNew Era
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Jewlery (Fashion)$257%LowMediumMediumMediumMediumMediumLowLowHighLowNoNoNoNoBauble Bar, Stone & Strand, Mejuri, WunderlustZara. H&M, Swarovski Group
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Jewlery (Luxury)$1665.0%MediumLowLowHighHighHighHighHighLowMediumNoNoNoNoZale Corp, Tiffany & Co, Karl Scheufle, Richemont, LVMH, Stuller, Van Cleef & Arpels
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Kitchenware$154.0%LowLowLowHighLowHighLowHighMediumLowNoNoNoNoSnoweMeyer
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Luggage $3411.5%LowLowLowHighLowHighLowHighLowLowNoNoNoNoAway, Raden, BlueSmart, LinjerSamsonite, Delsey, LVMH, RImowa
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Mattresses$246.5%LowLowLowHighHighHighLowHighHighLowNoNoNoNoCasper, Purple, Tuft & Needle, Loom & Leaf, Saatva, Helix Sleep, Boll & Branch, YogabedSealy, Tempurpedic, Serta, Simmons
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Oral Care$106.8%LowMediumMediumLowMediumMediumLowMediumMediumMediumNoNoYesNoQuip, Goby, KolibreeColgate-Palmolive, Unilever, P&G
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Pet Food$604.0%LowHighHighMediumMediumMediumMediumHighLowMediumNoNoYesYesNomNomNow, Farmer's Dog, OlliePedigree & Blue Buffalo (Mars)
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Sexual Wellness$207.0%LowMediumLowMediumMediumMediumLowMediumLowLowYesNoNoNoCrave, Unbound , NuelleDoc Johnson, JimmyJane
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Skincare$1214.9%MediumMediumMediumMediumMediumHighMediumHighMediumMediumYesYesYesYesOars & Alps, Curology, Cane + AustinNestle, L'Oréal, J&J, Benefit Cosemetics, Unilever,
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Socks$78.0%LowHighMediumLowLowMediumLowLowLowLowNoNoNoNoStance, Nice Laundry, BombasHanesbrands, Fruit of The Loom (Berkshire Hathaway), Gildan
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Underwear (Men's)$96.0%LowMediumMediumLowHighMediumLowLowLowLowNoNoNoNoMeUndies, Mack Weldon, Tommy JohnHanesbrands, Fruit of The Loom (Berkshire Hathaway), Gildan
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Underwear (Women's)$2818.0%LowHighMediumMediumHighMediumHighMediumMediumHighNoNoNoNoLively, Third Love, Adore Me, True & Co, YellowBerryVictoria's Secret, The Gap
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Vitamins & Supplements$1626.5%LowMediumHighLowHighHighMediumLowMediumMediumYesYesYesYesRItual, Care/Of, Eleysium USANA, Pfizer, Otsuka
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Watches $707.7%MediumMediumLowHighHighHighHighLowMediumHighYesNoNoNoShinola, Leonard & Church, MVMTSwatch Group, Richemont, LVMH, Rolex
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*Estimates
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ClassificationGross Margin AOV (Per Unit)
Frequency (# per Year)
Repeat Rate
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High60%+$100+7+60%+
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Medium40-60%$30-$1003-740%-60%
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Low<40%<$30<3<40%
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