5 top DTC VCs told us why health and wellness and beverages are the hottest categories and where they plan to place their bets in 2020
into startups in 2020. Some of it is going to direct-to-consumer startups in categories from alcohol to beauty to home security.they especially see huge opportunity in companies with a health and wellness bent, like 8Greens, Daily Harvest, Kin Euphorics, and Talea Beer.
She said Oura meets this pent-up demand, provides a utility, and is less bulky and easier to use than other fitness trackers. She thinks Oura could become a hub for all things sleep. "They really care about what they put in their bodies, on their bodies and how they strengthen their bodies," she said of that audience.Investors are attracted to convenience
"Whether it's 8Greens offering veggies in effervescent tablets or Daily Harvest's quick meal-replacement smoothies and bowls, it's about the form factor and efficacy of convenience," he said. "Beverage startups today check all the boxes."Factors fueling new beverages are the decline in alcohol consumption, the growing popularity of spiked seltzer, non-alcoholic beverages, and interest in sobriety, said Byron Ling, a partner at Canaan Ventures.
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