Data · Benchmarks
DTC benchmarks for wellness brands.
Conversion rates, AOV, LTV, repeat purchase rate, and subscriber retention benchmarks for wellness DTC brands. Know what good looks like before you set targets.
Data compiled May 2026 from SPINS, Klaviyo, and Nutrition Business Journal.
Performance benchmarks
Wellness & supplement brands, 2026Strong
Average
Weak
| Metric | Strong | Average | Weak | Notes |
|---|---|---|---|---|
| Website Conversion Rate | 3.5–5% | 1.8–2.5% | Under 1.5% | Wellness DTC benchmarks from SPINS / Klaviyo 2026 State of eCommerce |
| Average Order Value (AOV) | $70–90 | $45–65 | Under $40 | Higher AOV common in bundles and subscription-first offers |
| Customer Lifetime Value (LTV) | $180–280 | $90–140 | Under $70 | 12-month LTV for subscription-heavy supplement brands |
| Repeat Purchase Rate (12mo) | 45–65% | 28–40% | Under 20% | Measured as % of first-time buyers who purchase again within 12 months |
| Email Open Rate | 35–50% | 22–32% | Under 18% | Wellness and supplement email lists (Klaviyo 2026) |
| Email Click Rate | 4–8% | 1.8–3.5% | Under 1.2% | Click-through from email to site, not click-to-open |
| Subscription Retention (3mo) | 80–90% | 65–75% | Under 55% | Measured as % of subscribers still active after 90 days |
| Meta Ads ROAS | 3.5–5x | 2–3x | Under 1.5x | Blended ROAS for wellness brands with compliant creative (harder post-iOS 14.5) |
| CAC (Customer Acquisition Cost) | Under $25 | $30–50 | Over $65 | Paid acquisition only, not blended with organic. DTC supplement average $38 (2026) |
| LTV:CAC Ratio | 5x+ | 3–4x | Under 2x | Minimum viable unit economics for a scalable wellness DTC brand |
The Roster
Want the deeper data?
Members get the full Competitive Intel Database: brand-by-brand ad strategies, pricing structures, SEO approaches, and quarterly category reports.