Activity | Scott Needham | LinkedIn
By Scott Needham · August 20, 2025 · Curated by George's Blog
A supplement for alcohol drinkers.
Milk Thistle is trending, and the leading brand Dose is trending even harder. But is it just a hangover cure?
Here's three reasons why consumers are opting for Milk Thistle in 2025.
1. Liver Health. Rising awareness on the importance of keeping your liver healthy.
2. Viral momentum of social media. You know a video of a "hangover cure" will get a lot of views.
3. Clean label & natural wellness movement. Consumers are demanding organic solutions to problems.
The 2-oz shot is also a fun format. Follow up your shots at night with one that'll help you wake up in the morning.
Top Brands by Revenue & Market Share
Dose – $29.2M | 32.6% share | 🔥 +14.4% YoY
Bronson – $6.3M | 5.0% share | 🔻 -1.1%
Hepagard – $3.4M | 3.8% share | 🔼 +1.0%
1MD Nutrition – $4.6M | 3.6% share | 🔻 -0.7%
NOW Foods – $4.7M | 3.5% share | 🔻 -1.0%
Zazzee – $3.8M | 3.0% share | 🔻 -0.8%
purple tree – $2.7M | 2.0% share | 🔻 -0.6%
H-PROOF – $2.6M | 1.9% share | 🔻 -1.1%
Clean Nutraceuticals – $3.4M | 1.9% share | 🔻 -2.7%
Cheers – $1.8M | 1.9% share | 🔼 +0.5%
TAKEAWAYS
🚀 Dose is the undisputed category king.
With 32.6% market share and +14.4% YoY growth, they’re leaving everyone else in the dust.
⬆️ Hepagard and Cheers are the quiet climbers.
Modest in revenue, but posting positive growth. Smart marketing or pricing edge could be fueling their rise.
📉 Clean Nutraceuticals is struggling the most, down -2.7% YoY despite decent revenue. A stagnant product line or weakening reviews might be the culprit.
🏛️ Legacy brands like NOW Foods and Bronson are treading water. Once strong, they’re now seeing small but consistent erosion.
Perhaps disrupted by newer, niche-focused players.
💡 Final Thought:
Milk Thistle might seem niche, but this is a $90M+ vertical on Amazon with clear lessons in brand dominance, category innovation, and DTC/Amazon synergy.