Introduction

The Baby & Maternity market holds significant importance in the global consumer landscape. With the continuous growth of families and increasing focus on the well-being of infants and expectant mothers, this market has witnessed steady expansion. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach to a diverse audience, allowing brands and merchants to showcase their products in an engaging and creative manner, thereby tapping into the potential of this lucrative market segment.

Category Market Overview

According to authoritative sources, the Baby & Maternity market in the US has been experiencing consistent growth. The market size has been expanding steadily, driven by factors such as rising birth rates in certain areas and increased awareness about the quality of products for babies and pregnant women. Consumer demand has also been evolving, with a greater emphasis on safety, comfort, and convenience. For instance, there is a growing preference for organic and hypoallergenic baby products. Integrating the available data, it is evident that this market segment on TikTok in the US has the potential for further growth, given the platform's wide user base and the increasing popularity of online shopping for such products.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the Baby & Maternity category exhibited diverse sales performance. The overall GMV Gross Merchandise Volume for this category was $877,100, with a quarter-on-quarter QoQ decrease of 3.86%. The sold count was 29,300, showing a QoQ decline of 5.46%. However, within the top-selling products, there were interesting trends.

Products like "JoySpring LingoLeap for Kids - Zeolite Drops with B Vitamins - Support Speech" had a significant sales growth of 82.45% with 1,549 units sold and a GMV of $54,200. On the other hand, products such as "Momcozy Pregnancy Pillows, U Shaped Full Body Maternity Pillow with Removable Cover" had a GMV of $53,800 but a QoQ decline of 22.92% with 1,429 units sold. The popularity and growth patterns of these products can be attributed to various factors. For example, the LingoLeap drops might have gained popularity due to its unique offering of supporting kids' speech with added vitamins, while the decline in the sales of the maternity pillow could be due to increased competition or changes in consumer preferences towards different types of pregnancy support products.

Brand Case Analysis of the Specific Category

Several brands stood out in the Baby & Maternity market on TikTok in the US during the specified week.

Momcozy Shop had a GMV of $241,900 with a QoQ decrease of 15.4% and sold 6,990 units. Their product range likely contributed to their relatively high sales volume, although the decline might indicate challenges such as competition or changing market dynamics. JoySpring, on the other hand, had a remarkable growth with a GMV of $54,200 and an 82.45% QoQ increase. Their focus on products like the LingoLeap drops, which addressed a specific need of kids' speech support, seems to have been a key factor in their success. Another brand, FENUN Baby Sharkk, had a GMV of $32,200 with a minor QoQ decrease of 1.71% and sold 621 units. Their consistent performance might be due to a loyal customer base or unique product features that appeal to the target market.

Conclusion

Overall, the Baby & Maternity market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mix of trends. While the category as a whole had some declines in GMV and sold count QoQ, certain products and brands managed to achieve significant growth. For cross-border merchants, it is advisable to focus on product innovation and addressing specific consumer needs, as seen with the success of products like the LingoLeap drops. Additionally, closely monitoring market trends and competition is crucial. Looking ahead, the market is likely to continue evolving, with potential for further growth as TikTok's user base in the US expands and consumers' reliance on online shopping for baby and maternity products increases.