In today's digital age, TikTok has become a crucial platform for brand marketing and e - commerce sales. The food and beverage industry, being a key part of it, is closely watched. According to the latest Gloda data, in February 2025, the food and beverage industry on TikTok showed a complex sales situation, with a sales volume of $31.448 million, down 6.43% from the previous period, and a sales volume of 1.727 million, down 8.01%. What market trends and industry secrets do these data hide?

 I. Market Overview: Live Streamers Decline, Market Activity Hit

From the overall market view, the significant drop in live streamers stands out. Data shows a 19.84% decrease in live streamers, directly impacting sales growth in the food and beverage industry. Live streaming, a vital bridge between brands and consumers, seeing reduced activity means fewer interaction opportunities. Consumers' impulsive buying behavior in live streams has decreased due to fewer live streamers, leading to a sales drop. Brands need to rethink their live - streaming strategies, attract more quality streamers, and innovate content to reignite purchasing passion.

 II. Consumption Trend: High - Value Products Favored,消费升级Signal Clear

Despite the sales volume drop, the average transaction price rose by 1.71%, offsetting part of the sales decline. This shows a shift in consumption trends, with consumers preferring high - quality or high - value - added food and beverage products, indicating an upgrade in consumption within the industry. Brands should focus on product quality and innovation, enhancing value to meet consumers'追求 for a better life. For example, launch food and beverage products with unique tastes, health benefits, or premium packaging to attract quality - conscious consumers. In marketing, highlight product differentiation through storytelling and emotional approaches to help consumers see the unique value.

 III. Competitive Landscape: Video Creators Increase, But Conversion Efficiency Lacks

Notably, video creators increased by 13.99%, but didn't effectively boost sales. This means the appeal or conversion rate of video content is lacking. When collaborating with video creators, brands need to focus more on content quality to ensure it reaches the target audience and sparks purchasing desire. Brands should also work more deeply with creators, co - creating creative and engaging content to improve spread and conversion. Additionally, brands can use data - analysis tools to monitor and assess the promotion effect of video creators in real - time, adjusting strategies for better sales conversion.

 IV. Summary: Grasp Trends, Breakthrough Dilemma

The market trends of the food and beverage industry on TikTok are complex. The decrease in live streamers, preference for high - value products, and the increase in video creators with low conversion efficiency present both challenges and opportunities. Brands need to deeply adjust and optimize their live - streaming, product, and content - marketing strategies to adapt to market changes. By using data - analysis tools like Gloda to accurately grasp market dynamics and develop scientific marketing strategies, brands can stand out in the fierce competition and achieve sustainable growth.

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