Introduction

The health market has been witnessing significant growth and transformation in the global consumer landscape. With increasing awareness about personal well-being, consumers are actively seeking various health products. TikTok, in the US, has emerged as a powerful platform with unique advantages. It allows brands and merchants to reach a vast and engaged audience, leveraging its short-video format to showcase products in an appealing and informative way, thus playing a crucial role in the growth of the health market segment.

Category Market Overview

According to recent data from authoritative sources, the health market in the US has been expanding steadily. The market size has been on an upward trend, driven by factors such as a growing aging population, increased focus on preventive healthcare, and a rising trend of fitness and wellness among consumers. Consumer demand has been evolving, with a greater emphasis on natural and organic products, as well as those targeting specific health concerns like immunity boost, stress relief, and skin health. Integrating the provided TikTok data, we can see that the platform is also becoming a significant part of this market growth, with a wide range of health products being sold and promoted.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the health category showed interesting sales performance. The total GMV was 1953.25 million dollars, with a quarter-on-quarter QoQ decrease of 7.01%. The sold count was 59.65 million, experiencing a QoQ decline of 10.77%. However, some products managed to stand out. For instance, the "Reus Research NR900 - NAD+ Supplement for Skin Aging Support, Energy, and Focus - 80 Count - Vitamin & Wellness Supplements Dietary Healthcare Edible" had a sold count of 2.26 million and a GMV of 90.57 million dollars, despite a QoQ decrease of 21.97%. The "Soothe & Smooth Bundle - Zoyava Cortisol and Myo-Inositol All-in-One Supplement - Multivitamin Combo with Extra Strength Ingredients - MADE IN USA" also had a significant sold count of 2.16 million and a GMV of 109.14 million dollars with a QoQ decrease of 13.29%. The popularity of these products could be attributed to factors like effective marketing on TikTok, addressing specific consumer health needs, and positive word-of-mouth.

Brand Case Analysis of the Specific Category

Several brands performed well in the health category on TikTok in the US during the specified week. MaryRuth's had a GMV of 164.46 million dollars with a QoQ decrease of 13.97% and a sold count of 2.22 million. They likely benefited from their established reputation and effective product promotion on the platform. Zoyava had a GMV of 135.94 million dollars and a QoQ decrease of 17.07% with a sold count of 2.69 million. Their product's unique features and marketing strategies might have contributed to their sales. Goli Nutrition, on the other hand, had a GMV of 115.33 million dollars with a QoQ increase of 1.99% and a sold count of 5.16 million. Their wide range of products and strong brand presence on TikTok could be the reasons behind their growth. These brands' activities not only influenced their own sales but also had an impact on the overall health market on TikTok in the US.

Conclusion

Overall, the health market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mix of trends. While the overall GMV and sold count had some QoQ declines, certain products and brands managed to achieve good sales performance. For cross-border merchants, it is advisable to focus on product quality and addressing specific consumer health concerns. Leveraging TikTok's marketing features effectively, such as creating engaging videos and collaborating with influencers, can also boost sales. Looking ahead, the health market on TikTok in the US is expected to continue evolving, with more competition and potentially new product trends emerging as consumers' health awareness and demands keep changing.