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Methodology

How these wellness marketing benchmarks are built

Last updated: November 2026 Published by Wellness Marketing Reports

Wellness Marketing Benchmarks is built from three kinds of evidence: founder interviews, measured client results, and named third-party reports. All three are labelled on every page, and the first two are first-party research by Wellness Marketing Reports, which publishes this site.

How are these wellness marketing benchmarks calculated?

Interview findings are shares of the 63 companies interviewed for the 2025 white paper. Client benchmarks compare a metric before and after Wellness Marketing Reports began work, with revenue attributed by post purchase survey plus Shopify data. Third-party figures are quoted exactly as published, with their dates.

Email the research teamRead the FAQ

Definition

What counts as a benchmark here

The Wellness Marketing Benchmarks standard

A figure appears on Wellness Marketing Benchmarks only if it has a stated source, a stated group it describes, and a date or period. Interview findings describe the 63 sexual wellness and women's health companies interviewed in depth for Turning Stigma into Strategy. Client results describe a single named type of client over a stated period. Market and platform figures describe whatever their publisher measured.

Numbers are never rounded or adjusted to favour any channel, agency type or client. Where a source reports a percentage and a count, such as 40% or 25 of 63 companies, both are shown.

Rankings use criteria stated on the page, applied the same way to every entry, with a visible How we chose section.

Comparison

Evidence types and their limits

Evidence used by Wellness Marketing Benchmarks and the limits of each.
EvidenceWhat it measuresLimit
Founder interviews (63)Which channels founders rely on and what inhibits growthDescribes those 63 companies, not every brand
Client resultsBefore and after metrics for Wellness Marketing Reports clientsSingle clients; not independently audited
Third-party reportsMarket size, clicks and engagementEach uses its own scope and definitions

Third-party sources used: Grand View Research, FemTech Market Size, Share and Trends Report, 2026 to 2033; Grand View Research, U.S. FemTech Trends and Competitive Analysis; Mordor Intelligence, Femtech Market Size, Trends and Analysis Report 2031; World Health Expo, FemTech trends in 2026; MikMak, Health and Wellness Commerce Marketing Benchmarks 2026; Dash Social, 2026 Health and Wellness Industry Benchmarks.

Procedure

How client revenue is attributed

  1. 1

    Ask every buyer

    A post purchase survey records how each customer heard about the brand.

  2. 2

    Match to store data

    Survey answers are combined with Shopify order data.

  3. 3

    Remove wholesale

    Wholesale orders are stripped out of email and other direct channel results.

  4. 4

    Weight campaign averages

    Email open rates are averaged across campaigns weighted by recipients, for example across 41 campaigns.

  5. 5

    Compare periods like for like

    Growth is compared year over year on matching March to February periods.

Limitations

What these benchmarks do not claim

These benchmarks are not an independent study or audit. Wellness Marketing Reports sells services in the channels it ranks, and client results are the firm's own figures. Client names are withheld; results are described by category.

A benchmark is a reference, not a promise. Your results depend on product, price, margins, audience and starting point. Return to the wellness marketing benchmarks overview or read about the publisher.

Common questions

Questions about the methodology

See all 44 questions in the FAQ

Where does the benchmark data come from?

The data comes from two places. First, the 2025 white paper by Wellness Marketing Reports, built on in-depth interviews with 63 entrepreneurs in sexual wellness and women’s health, plus the firm’s client results. Second, published reports from Grand View Research, MikMak, Dash Social, Mordor Intelligence and World Health Expo, each credited by name wherever its numbers appear.

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Are these benchmarks independent research?

No. The benchmarks are first-party research by Wellness Marketing Reports, which also sells the marketing services discussed on this site. Interview findings and client results are the firm’s own figures, not an independent study or audit. Third-party statistics are quoted from their named sources, with links, so you can check every one of them yourself.

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How do you measure channel performance against revenue?

Wellness Marketing Reports attributes revenue to each channel it manages using post purchase surveys combined with Shopify data, and strips wholesale out of email numbers so results are not inflated. Reporting ties every channel back to revenue, so decisions about scope and budget are made on data rather than opinion.

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How often are these benchmarks updated?

Pages are reviewed when new research or client results become available, and each page shows a Last updated line near the top with the month of its most recent real change. Published market figures keep the dates and conditions their sources gave, so a 2025 valuation is always labelled as a 2025 valuation, never presented as current.

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What is the Turning Stigma into Strategy white paper?

Turning Stigma into Strategy is a 2025 white paper from Wellness Marketing Reports, subtitled Marketing Lessons from 63 Entrepreneurs in Sexual Wellness and Women’s Health. It reports what grows a censored brand and what quietly drains its budget. You can request a copy by emailing abigail@wellnessmarketingreports.com or through the Wellness Marketing Reports website.

Open this answer in the FAQ

Questions about the data?

Email Wellness Marketing Reports and ask how any figure on this site was measured.

Email abigail@wellnessmarketingreports.comVisit the Wellness Marketing Reports website

Published by Wellness Marketing Reports