---
title: DTC Wellness & Supplements benchmarks | RGM®
url: https://realgrowthmatters.com/tools/benchmarks/industry/dtc-wellness/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/tools/benchmarks/industry/dtc-wellness/
---

[Home](/) · [Tools](/tools/) · [Benchmarks](/tools/benchmarks/) · DTC Wellness & Supplements

### 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

Keep going · Free training

### DTC & E-commerce Growth

DTC unit economics get tight fast. Master them — RGM's DTC training covers MER, CAC payback, creative cadence, and the retention math that makes scale possible. Free.

[Start the training →](/training/)

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 benchmarks](/tools/benchmarks/platforms/meta/)[**TikTok**Platform benchmarks](/tools/benchmarks/platforms/tiktok/)[**Amazon Sponsored Ads**Platform benchmarks](/tools/benchmarks/platforms/amazon-ads/)[**Streaming Audio & Podcasts**Platform benchmarks](/tools/benchmarks/platforms/audio/)

**Build a media plan for this industry:** Use the [budget allocator](/tools/budget-allocator/), [CAC payback calculator](/tools/cac-payback-period-calculator/), and [LTV:CAC calculator](/tools/ltv-to-cac-ratio-calculator/).