Consumer surveys tell you what people say. Amazon data tells you what they buy. Thrive Advisory Group uses Jungle Scout to bridge the gap.
An emerging ingredient rarely shows up in one place. A new botanical or biotic can appear in capsules, gummies, powders, functional beverages, and skincare all at once, spread across dozens of product types that traditional retail categories were never designed to address. If your job is to tell a client whether that ingredient has commercial legs, you need a way to see all of it.
That is the problem Thrive Advisory Group solves every day. Thrive is a boutique consumer wellness strategy & scientific consulting firm advising brands, ingredient companies, and investors on innovation and commercial strategy, with a focus on supplements, functional food and beverage, natural ingredients, personalized health, longevity, metabolic health, and gut health. The team brings deep scientific knowledge to every engagement. What they needed was a reliable way to attach real market numbers to a scientific concept.
The challenge: Sizing demand that doesn’t fit the boxes
Consumer wellness trends move fast and cut across categories. A segment showing flat growth in brick-and-mortar retail may be gaining real momentum online, and an ingredient with strong clinical support may be quietly building a following across products that syndicated panels or customer surveys do not track together. Thrive could identify which products were scientifically relevant, but they had no dependable way to measure how those products were actually selling, growing, and competing.
The solution: Scientific expertise plus marketplace intelligence
Jungle Scout tracks 600M+ products across 24 Amazon categories, with category and ASIN benchmarking alongside pricing, search, and brand performance signals. Thrive pairs that data with its own expertise to see how an ingredient, brand, or acquisition target stacks up against the market. Here is how that plays out across four kinds of work.
Evaluating emerging ingredients
When an ingredient company wants to know the commercial potential of a specific botanical, biotic, vitamin, mineral, or fatty acid, Thrive starts with the science to identify which products are relevant. Jungle Scout then shows how those products perform:sales, growth, positioning, claims, formats, and competitive landscape. An ingredient moves from theoretical idea to market assessment grounded in real consumer behavior.
Identifying emerging companies
Ingredient suppliers tend to chase the largest brands in a category because that is where the volume sits today. Smaller, faster-growing companies are often the ones more willing to adopt a new ingredient or format early. Thrive uses Jungle Scout to spot which brands and products are gaining ground, so clients can prioritize established players and promising early entrants alike.
Preparing for sales conversations
Before meeting a prospective client, Thrive uses Jungle Scout to assess how that company is performing, which products drive its growth, how its assortment is changing, which ingredients and formats it relies on, and how competitors are moving. The team walks into commercial conversations with specific, informed context instead of general talking points.
Supporting investment deals and due diligence
When an acquisition or investment target reports strong growth, Thrive tests that claim against Jungle Scout’s Amazon data. Category momentum, brand trajectory, and product-level performance reveal whether the growth is real, and whether it rests on a broad assortment or a handful of products.
Why it works
Noah Voreades, CEO & Co-Founder of Thrive Advisory Group, puts it simply:
“Consumer surveys are helpful, but people ultimately vote with their wallets. Jungle Scout helps us see which categories, brands, and products are gaining traction based on actual marketplace behavior.”
Every Thrive engagement is built on the same idea. Science tells you what should work. Jungle Scout’s marketplace data tells you what is working. Bringing the two together gives clients a market assessment they can act on, whether they are launching an ingredient, pitching a brand, or writing a check.
See how your market is really moving
Jungle Scout gives brands, agencies, and advisors category, brand, and ASIN-level visibility into Amazon, so the next trend that doesn’t fit the standard boxes doesn’t slip past you.
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