$280B Market, Zero Evidence Layer

Rationale

This slide establishes market credibility and the structural gap. The TAM/SAM/SOM funnel shows disciplined thinking — we are not claiming to capture $280B. The 72% stat creates emotional urgency. Updated framing broadens beyond "Shopify supplement brands" to include functional foods — Glico's domain.

Talking Points

• "The global supplement and functional foods market is $280B and growing at 8.6% CAGR. Our serviceable market is US consumer health and wellness at $58B."
• "We are starting narrow: DTC supplement brands across Shopify, Amazon, and direct — a $2.1B addressable market with clear distribution channels."
• "Three trends are shaping the market: functional foods are the fastest-growing category, personalized nutrition is mainstream, and evidence-based wellness is what consumers and regulators demand."
• "And here is the insight: 72% of supplement buyers don't know if their products work. That is the gap we fill."
• "The expansion path for Glico: supplements to functional foods to nutraceuticals to clinical nutrition. Each category needs evidence. We start narrow with DTC supplements and expand to exactly the categories where Glico operates."
• "The $2.1B SOM is our beachhead. But functional foods — Glico's domain — is a $75B subcategory of the TAM that we expand into with the same infrastructure."
• Transition: "Now let me show you our early traction."

Anticipated QA

• Q: Isn't $280B TAM too large? Seems like a vanity metric.
  A: That is exactly why we show the funnel. Our SOM is $2.1B — DTC supplement brands. We need 0.03% penetration to hit $600K ARR. The TAM shows ceiling, the SOM shows focus.
• Q: Where does the 72% figure come from?
  A: Council for Responsible Nutrition 2023 Consumer Survey — 72% of respondents reported uncertainty about whether their supplements provided measurable benefit.
• Q: How accurate is your $2.1B SOM?
  A: Bottom-up: ~15,000 supplement brands on Shopify, average $140K annual spend on retention tools. Cross-referenced with Shopify's public app ecosystem data and expanded to include Amazon DTC and independent brands.
• Q: How do you expand from supplements to functional foods?
  A: The infrastructure is identical. A GABA chocolate protocol is structured the same as a vitamin D protocol — dosing, timing, duration, outcomes. The data model scales across all consumer health categories.

Sources

• TAM: Grand View Research, Global Dietary Supplements Market 2024
• SAM: Nutrition Business Journal, US supplement sales 2024
• SOM: Shopify app ecosystem analysis + Store Leads data + Amazon brand registry
• 72% stat: CRN Consumer Survey on Dietary Supplements, 2023
• Functional foods subcategory: Allied Market Research, 2024