Keto searches on the decline.
The ketogenic diet, also known as the “keto diet,” gained widespread popularity in recent years as a weight loss and health improvement strategy. However, over the last two years, there has been a decline in interest and engagement in the diet trend. This decline has had a significant impact on brands that were built around the keto trend.
One of the most notable examples of this is the decline in search volume for terms related to keto on Amazon. Searches for terms such as “keto snack” on Amazon reached all-time highs of 200,000 or more in 2022 but have now dropped to 80,000. This decline in search volume is indicative of a decrease in consumer demand for keto-related products.
How does this impact Brands?
As a result of this decline, many brands that were built around the keto trend are struggling to remain relevant. Brands are now being forced to pivot to other categories in an attempt to maintain or increase their sales. Keto snack brands are now expanding their product lines to include non-keto options or are shifting their focus to other healthy snacking categories.
One of the main challenges for these brands is the increasing cost of advertising on platforms like Amazon. As the search volume for keto-related terms has decreased, the competition for visibility on the platform has increased, leading to higher bids for search terms. Bids for keto-related search terms on Amazon can often reach over $4 and can even peak at $8-9 dollars during January, the month when most people start their diet.
The average price for top 20 products ranking organically for the term “keto snack” is $16.50. The category is dominated by loss leaders that are positioned as introductory products in attempt to increase New to Brand customers and awareness. This strategy has been effective for many brands, in a data scrape across over 100,000 unique customers Luminize found that the average 90 retention rate for new customers was 36% in the keto category.
As a result of this decline, many brands that were built around the keto trend are struggling to remain relevant. Brands are now being forced to pivot to other categories in an attempt to maintain or increase their sales. Keto snack brands are now expanding their product lines to include non-keto options or are shifting their focus to other healthy snacking categories.
One of the main challenges for these brands is the increasing cost of advertising on platforms like Amazon. As the search volume for keto-related terms has decreased, the competition for visibility on the platform has increased, leading to higher bids for search terms. Bids for keto-related search terms on Amazon can often reach over $4 and can even peak at $8-9 dollars during January, the month when most people start their diet.
The average price for top 20 products ranking organically for the term “keto snack” is $16.50. The category is dominated by loss leaders that are positioned as introductory products in attempt to increase New to Brand customers and awareness. This strategy has been effective for many brands, in a data scrape across over 100,000 unique customers Luminize found that the average 90 retention rate for new customers was 36% in the keto category.
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